Mumbai-based Metrika Futuristic Modular Solutions, a leading player in the modular furniture space, has extended its business to the B2C market by directly reaching out to customers. “Metrika is well known for both projects and retail. Especially in projects we have installed around over 7,000 kitchens. At present the ratio between projects to retail is 60% project and 40% retail; but we are coming up with more of retail modular kitchens in future,” said Vasant Vasudeo, managing director of the company in an exclusive interaction with Sourcing Hardware.
The company, at present, has fully operational stores in Mumbai, Pune and Ahmedabad, showcasing high-end kitchens, wardrobes, etc. The stores also double up as the brand’s experience centre. To spruce up its retail presence, the company is eyeing different market regions. “We are in the process of opening 10 stores across India,” shared Vasudeo. “By the end of 2017 we are planning to open two to three experience centers in different parts of India.”
Referring to the growing presence of national and global brands in the modular furniture space, Vasudeo says, “The market is highly competitive; as a player in the modular kitchen segment we have never focused on competition. We view ourselves as different in the chosen league, and this in turn is helping us to project our business as one of the strongest.”
“The USP of Metrika is that we customise our designs according to the client’s needs. To put it simply we don’t offer what we make, we offer what the customer wants,” he said. Apart from design customisation, a concept that a number of brands in the market often make a reference to, the one point that differentiates Metrika from others is its manufacturing base in India. This, Vasudeo said, is of great advantage in terms of service efficiency and delivery. “By virtue of our manufacturing base, we are in a position to direct our attention to optimisation of overall production and work force, which allows us the cost visibility. Since the factory is based locally, it’s easier for us to access the performance accountability which makes us a employee-driven work space and helps manage our energy, costing and customer service,” he avers. “We believe in ultimate maintenance of operation visibility and control, which is a boon for our cost competitiveness.”
Vasudeo goes on to state reasons as to why he considers brand Metrika different. “Metrika is both, employee and customer centric; we invest lots of energy and time on our employees, providing them with both theoretical and practical knowledge. This helps to have a happy relationship between brand and client. The training program happens every month and sometime even fortnightly for better understanding of products, so that we as a brand deliver a better quality of product to our client.”