SME WORLD Bureau
Jan 2012

 AIZA involves exclusive and unique pieces which gives a very personalized detail touch. The company hones the talent of select few young designers who have something immaculately original and unconventional to offer. AIZA does not manufacture furniture; they showcase our culture and heritage and helps in storing small pieces of them in our lives.

About the Collection

‘Quintessential Bengal’

This AIZA collection is a tribute to great Bengal. It is quintessentially colonial yet contemporary. This collection represents the familiar images of Bengal and more especially of Kolkata as revealed in the stately elegance of the British architecture, the engineering marvel Howrah Bridge, century old haath rickshaws, that grand old dame-tram, the tribal motifs and even the familiar bindi or bridal make-up! With imaginative and innovative use of the finest material, colour and texture, the young designers have created furniture that blends heritage and modernity and will at once appeal to both, the traditionalist and the non-conformist.

What is AIZA all about? Why furniture?

AIZA is a unique brand of concept based stylized furniture. AIZA believes that India is a many-splendoured nation.  No other country offers such cultural diversity that leads to so much creativity and design inspiration. All AIZA collections are inspired by iconic Indian elements that have stood the test of time. Our creations are a modern interpretation of our quintessential Indian-ness.

Growing up in the old districts of Bengal, living in the British constructed houses, the fascination for wooden furniture, long byzantine pillars, high ceilings and fabulous architecture, along with their history, inspired me to push my creative cells that crystallized in the unique concept of AIZA.

This allows me to indulge in discovering India and its people, and in that journey, creatively interpreting cultures and developing them into designs for AIZA's collections.

Every piece of furniture that you see at AIZA is exclusive and unique. All our designs are curated by us. This only speaks of our vision and our passion for furniture design. In doing so we work with handpicked young designers who bring with them a freshness and innovation, making AIZA the sole destination for the trendiest and exclusive furniture range.

When did you start this venture? And was it a solo flight or you launched with couple of other partners? How did you sew together the initial setup capital?

While the idea had been on a slow burn for over 2 years, I eventually took the plunge in February 2011. I was completely on my own in this. From the brand name, to conceptualization of what AIZA will be and it's positioning, to identifying a group of talented young, fresh designers who would take my concepts and develop them into actual designs, to getting a talented, creative team to work on the brand logo, campaign, catalogue and website.

When I took the plunge I didn't have the capital, but I did have faith. That paid off, and managed to put together some initial working capital with some help from people who believed in what I was doing.

What challenges have you faced till date in nurturing AIZA? Please share your entrepreneurial journey till date.

The AIZA journey has just begun and I have a very long way to go. It began with an idea and a vision. I have held onto both and strongly believe in them. This has helped me take things to levels that I have visualised for AIZA. When I started out I had no capital. Yet my designers and my creative team had faith in me. They started working with me only on my word and the fact that they believed in what I was doing. And so far I have not gone back on my word.

My marketing experience of 10 years in working with the best brands in the world has stood me in good stead. I have used that in bringing quality and superior standard to everything that comes from AIZA and reflects the AIZA brand.

From design stage to production, two city launches with media coverage, to getting my website online, I managed to do it all in 4 months.  I push people as hard as I push myself. I believe everything is possible to achieve. I do not understand the word 'no'. I think it is this attitude which keeps me driven at all times.

Most of your designs are heavily influenced by Bengal and its architecture. Considering India's vastness and impact of various foreign culture and architecture in other states, do you intend to embrace them and diversify your product range?

AIZA believes that India is many countries in one country - this gives a vast open canvas to play with. It allows me to have a vast portfolio – as every collection of mine will be inspired by a culture of India; every state has its own culture, and its own style of living. E.g. People in some parts at their pace of life would prefer to have furniture designed to maximize comfort. In some other parts they would want more functional kind of furniture, for smaller spaces. Yet some parts may believe in simplicity. No pomp, yet very artistic, rich and beautiful. If we look at the history and mythology of India, everything that we have done or made has been befitting Gods or Kings. We have always believed in handcrafting. It will not be perfect, but the beauty lies in the imperfection.

AIZA's first collection is called Quintessential Bengal. It is a tribute to great Bengal. It is quintessentially colonial yet contemporary.

Bengal is about its artistic finesse, fabric of living woven around Tagore, and famous British architecture.

This collection represents the familiar images of Bengal, and more especially of Kolkata. The USP of my collections, as with the ethos of AIZA is that this is a unique concept and that is why none of my designs will be found anywhere else. Its premium-ness comes because of this exclusivity. Each product is hand crafted, hand painted, and not machine-created.

How do you retail your product other than using the online route? How can people from various parts of India access AIZA's collection? / Do you have stores in Kolkata? Is there any plan of launching stores in other cities in India? If yes, which ones? / What is your sales and delivery model? Do you intend to go the franchisee route or tie-up with names like Lifestyle, Westside or Shopper's Stop?

AIZA products are available online at www.aizadesigns.in where it can be viewed and purchased. There are no retails stores anywhere. The press and word of mouth works very well for us, as also social media marketing. Participation or presence in relevant platforms where trade takes place is another avenue. I am considering other models as well.

How has been the acceptance level so far? What do you think would drive more sales?

The concept of AIZA has been received very well. The factors that have worked in its favour are the fact that it is indeed unique, and hence all designs will always be different and exclusive, and the use of solid wood like teak and mahogany which is rare. Direct marketing to the relevant target audience is what I believe in to create awareness and drive sales.

Are your products aimed only at high end buyers? What is your target customer profile?

The target profile is large as it ranges from the direct consumer to the retailer as well as the hospitality segment. Anyone who desires exclusivity and premium-ness in the product comes into this profile. With every household today earning in double income, the market is huge.

How are you protecting your designs from being copied?

In today's age it is very difficult to keep a check on infringement of copyright. We have taken the standard measures, however it is very difficult to copy our designs and sell them, as our designs are very unique and only created for AIZA, so it would be caught instantly, if one is made aware about it.

What lessons or insight would you like to share with other budding entrepreneurs in India?

If you have an idea, pursue it, and be persistent. With the right attitude, good product, and correct marketing, it will always be successful.