Krupesh Thakkar: Understanding And Acknowledging Individual Requirements To Develop Unique Decor Stories

Krupesh Thakkar: Understanding And Acknowledging Individual Requirements To Develop Unique Decor Stories

Krupesh Thakkar, the Founder & MD of Rushil Décor, always believe that 'Innovation and quality in a service or product are not what we put into it, but what customers gets out of it.' While treating customers as the king, the company claims “excellence is the air we breathe, and a delighted customer is our heart. Without either, we will cease to exist.” With this ethos, Rushil Décor Ltd. is one of the leading companies in the Laminate and MDF panel boards industry in India with a global footprint in and around 46 countries. Founded in 1993, the company is the partner of choice for global clients including residencies, commercial, corporate, and OEM across India and abroad. Few of its esteemed clients are Parin furniture, Spacewood, Shobha builders, Indoline, Om furniture, Impressions Furniture Industry, Magpie Furniture, HOF, etc.

Appreciating the veteran’s aim to create a strong emotional connection in the hearts of customers through design & experiences, CEO Insights had a chance to engage an exclusive Interview with Krupesh.

Shed light on some interesting facts about Rushil Décor.
Vir Laminate is the flagship brand of Rushil Décor Ltd. For more than 2 decades Vir laminate has made a name in the decorative laminate industry in India and global markets. It gives the discerning consumers the freedom to choose the color and texture that they want, which are contemporary and beautiful, be it home or commercial décor. Our brand Vir allows consumers to express themselves through the type of laminate they choose. Hence, our brand positioning is “Banao Apna Jahan”. This positioning insight allows us to connect with our consumers, where they feel empowered and express their creativity with 500 designs and 50 plus textures in Vir laminate.

Rushil Décor Ltd. is a professionally run public limited company, driven by the enterprising, young, and experienced management team who are stalwarts of the laminate and panel décor industry. The company believes in its core values and that’s how it is being managed to ensure long-term sustainable growth both for the organization and the consumers. We operate on a very simple marketing and distribution strategy which is operated through the distributors, C&F, and company-operated branches. We do provide customization as per the customer’s need.

We have state-of-the-art manufacturing facilities for Laminate in Gujarat. For MDF, PVC,
WPC boards, and doors we have a manufacturing facility in Chikamagalur, Karnataka, and an upcoming MDF plant with German technology in Atchutapuram, Vishakhapatnam, Andhra Pradesh. All our manufacturing facilities are run by experienced and skilled manpower to ensure the best quality products that are being offered in the market.

Enlighten us on various Products & Services you offer under Décor Brand.
Rushil Décor offers world-class interior décor solutions with a product portfolio comprising Laminates, MDF Boards, Prelaminated Decorative MDF Panel Boards, HDFWR (High-Density Fiber) Boards, PVC & WPC Boards, PVC & WPC doors. Building on a heritage of international quality and customer-centric culture, Rushil has emerged as a leading brand in both the Indian and global marketplace. All the above products are promoted under our flagship brand Vir.

Rushil’s core corporate value revolves around a single axiom: “Delivering Excellence beyond Customer Expectations

What benefits do your services offer to clients that other players fail to deliver? Explain your USP.
We at Rushil Décor aim to continuously redefine working and living spaces and use our expertise to provide customers with sustainable, high-quality products. Our dedication to constantly innovate and improve our product range of worldclass, premium quality laminates with innovative designs, textures, colors, and ‘finishes’, all at an affordable price is what gives us an edge.

Vir has marked its name in the industry through its relentless product innovations, quality, reliability, after-sales service, and trust. In the laminate and panel board industry, product quality and service are of utmost importance which we maintain consistently for all our products. Our vast experience of more than 2 decades in this industry has enabled us to look into customers’ needs and offer products and designs that are best-suited for them as per the latest trends and needs in the market. These traits and offerings have put us far ahead and apart from others in the industry which is hard to be delivered by many. Our USP offers the best quality product at the best price ensuring total customer satisfaction.

How do you keep up the quality and ensure retention?
Our business philosophy of “Customer first” has enabled us to motivate, inspire and have a long time relationship with our esteemed customers. Offering the best product quality and excellent service is in our DNA of doing business. We constantly renovate and innovate our working systems to formulate a business model that ensures our products are always affordable and price-worthy for our clients.

Tell about your innovations or upgradations to enhance your service portfolio.
Looking at the current scenario of Covid-19, we have developed the anti-bacterial range of laminates. These laminates are in high demand ensuring the safety and well-being of a healthy family lifestyle. Apart from this, our product research and quality control team is constantly working to innovate new products.

Illustrate the growth graph and roadmap of your brainchild.
Since the start we have grown 15X witnessing turnover of around INR 350 Cr Annually. From the next Financial Year, the new “Thin & Thick MDF Project” will add more revenue to the company.

Krupesh Thakkar, Founder & MD, Rushil Décor
• The company offers more than 500 designs and 50 plus textures in Vir laminate. It has been awarded with ISO 9001:2000 for Quality
• ISO 18001:1999 for Health and Safety
• ISO14001:2004 for Environmental System for all the units
• Honoured with ‘Sir M. Visvesvaraya Manufacturing Excellence Award 2017-18’ under the award category of “Large Overall” by the Department of Industries & Commerce, Directorate of Large and Mega Industries Micro, Small & Medium Enterprises, Karnataka
• Received ISO 9001: 2015 and ISO 14001: 2015 accreditations for implementation and maintenance of a quality management system in accordance with ISO and Alcumus ISOQAR.
• Received ISO 45001: 2018 certification that the management systems are compliant with the said standard.

CSR Matters
• With the commitment for environment and principles of sustainable development, the company undertakes a variety of environment-friendly practices.
• All manufacturing units strictly adhere to the norms of Pollution Control Board of the Government.

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