How Dusaan is navigating the dynamic landscape of home decor

In a recent interaction with Adgully, Simran Kohli, Co-Founder, Dusaan, speaks about the genesis of Dusaan and its pivotal role in reshaping the home decor landscape. Drawing from her extensive background in investing and startup ventures, Kohli articulated the strategic vision behind Dusaan, emphasizing its mission to bridge the gap between exceptional home brands and discerning consumers.

Dusaan's commitment to empowering women entrepreneurs and fostering diversity and inclusion emerged as a central theme in our discussion. Ms. Kohli elaborated on the significance of women's participation in traditionally male-dominated industries, highlighting Dusaan's deliberate efforts to champion women-owned brands and cultivate a culture of equality within the organization.

What inspired you to venture into the home decor industry with Dusaan, and how did you envision its role in the market?

Our journey into the home decor industry with Dusaan was sparked by a keen observation of the sector's challenges and opportunities. My background in investing and working with startups in the consumer space allowed me to identify the significant gap between manufacturers and consumers in the Indian home decor category. The industry, valued at $40 billion, was astonishingly disorganized, especially in India. This realization, combined with our desire to bridge the gap between remarkable brands and customers seeking high-quality, affordable products, led to the creation of Dusaan. We envisioned Dusaan as a transformative online marketplace, aiming to not only revolutionize the home decor space but also empower homegrown brands to establish their identity and connect with customers. Recognizing the onset of India's home decor revolution, we were motivated to accelerate this movement, making Dusaan a pivotal player in democratizing access to aesthetically pleasing home decor and transforming the shopping experience to be more inclusive and diverse.

Can you share your insights on the significance of women's participation in startup and entrepreneurship, especially in traditionally male-dominated industries?

Women's participation in startups and entrepreneurship is vital for fostering a culture of innovation, diversity, and inclusivity. In traditionally male-dominated industries, women entrepreneurs introduce fresh perspectives and innovative solutions, challenging the status quo and driving the industry forward. Their success serves as an inspiration to other women, creating a ripple effect that encourages more women to enter and excel in these fields. This not only helps to narrow the gender gap but also contributes to a more dynamic, successful, and inclusive economy. Home industry has a primary buyer as women, yet it has always been men telling us what to buy. We aim to change both the primary buyer and the primary founder in the industry to reflect a world and industry of equals, just like a home should be built by equals. Women entrepreneurship is required to shift the narrative, challenge the bias, and create a ripple effect of empowerment and equality.

How has diversity and inclusion played a role in fostering innovation and contributing to the economic growth of Dusaan?

At Dusaan, diversity and inclusion are at the core of our innovation strategy and economic growth. By embracing a diverse workforce and fostering an inclusive environment, we've been able to tap into a broad spectrum of ideas, experiences, and customer insights. This diversity of thought has enabled us to better understand and cater to the varied needs of our customer base, leading to increased market share and revenue growth. For us, diversity and inclusion are not just moral imperatives but essential components of our business strategy. We proudly support 40% women-owned brands, significantly higher than the industry average of less than 15%. This achievement stems from our deliberate efforts to build a team and culture that prioritizes diversity and inclusion at every level.

Dusaan has become a thriving hub for curated home decor items. What steps did you take to resonate with and gain immense popularity among women customers?

To resonate with and captivate our women customers, Dusaan has meticulously curated our product selection to align with their preferences for comfort, personalization, and a welcoming atmosphere. We've designed our platform to be intuitive and reflective of the shopping habits of women, focusing on creating a seamless and engaging user experience. By leveraging user-generated content (UGC) and providing enriching and knowledgeable content, we've established a connection with our audience, making Dusaan a trusted source for home decor inspiration and purchases. Women already possess the creative energy; we just provided them with a canvas to expand it. We curated, ensured a quality shopping experience, and inspired them with our content, using real, authentic content over AI-generated images. Additionally, we position Dusaan as a thought leader in the home decor space through the creation of informative and inspiring content, such as blog posts, how-to guides, and trend forecasts, further enriching the customer experience.

In what ways has Dusaan embraced technology as a tool for business growth and innovation in the competitive home decor market?

Dusaan has embraced technology as a cornerstone of our strategy to stand out in the competitive home decor market. We utilize AI-driven recommendation engines to offer personalized product suggestions, enhancing the shopping experience for our customers. Our approach includes leveraging customer data to identify and capitalize on trending styles, which informs our product curation and collaborations. Simplifying the language: we use AI to understand what you already like and tailor more of that to you, whether it is recommendations or cross-selling. This technology-driven approach helps us stay ahead in providing a personalized and engaging shopping experience.

As a Founders, how do you encourage women within your team to become leaders, innovators, and change-makers in their communities and beyond?

As Founders, we are committed to empowering the women in our team to become leaders, innovators, and change-makers. We foster an environment that celebrates open communication, ensuring that women's voices are heard and valued. Through mentorship, professional development opportunities, and a culture that supports taking initiative, we encourage our female team members to lead projects, share their ideas, and contribute to our mission. The biggest change is leading by example. The fact that they walk into an office with women leaders, in all facets of the organization, is a significant change in itself. We maintain a company and a culture of equals, where everyone is heard and valued, further inspiring our team to become advocates for change, both within Dusaan and in the wider community.

Could you elaborate on the mission and vision behind introducing Dusaan, and how these principles guide the company's growth?

Our mission with Dusaan is to revolutionize the home & living industry by providing a platform that bridges the gap between exceptional home brands and consumers seeking stylish, affordable options. Our vision is to become India’s premier destination for home & living, where customers can find a curated selection of products that cater to their diverse tastes and needs. These guiding principles have shaped our growth strategy, driving us to innovate continuously, expand our offerings, and enhance the customer experience. By staying true to our mission and vision, we aim to not only grow Dusaan but also contribute to the organization of the Indian home decor industry and establish a lasting impact.

Could you share your experience of transforming challenges into potential opportunities, especially in the dynamic landscape of the home decor industry?

Navigating the dynamic landscape of the home decor industry, I've encountered numerous challenges, from the unorganized nature of the market to the complexities of external supply chains. However, by adopting a creative mindset and leveraging new technologies, I've turned these challenges into opportunities for Dusaan to innovate, grow, and solidify our position as a leader in the home decor space. This approach has enabled us to stay relevant, attract a diverse customer base, and continue our journey towards becoming a transformative force in the industry.