KRUTAN is a kitchen appliance brand that aims at providing kitchen essentials for every home. It is the brand created by Sureseal Pvt Ltd, to address the burgeoning home appliances Industry with the selling of affordable and energy-efficient products. We interviewed founder of Krutan home appliances Krupa Bg, Here is the full interview learn from her journey how she started an entrepreneurial journey from an employee.
Hi, can you give a brief about yourself?
I am Krupa BG, founder of KRUTAN Home Appliances. The company operates in the Home & Kitchen Appliances space and believes in Identifying useful products globally, making it available at affordable prices to the people.
What were you doing before?
I have graduated from Christ University after which I worked with Northern Operating Services Pvt. Ltd. for 6.5 years.
What is your inspiration to start your company?
Spending 6.5 years in the corporate industry, I deeply understood the need to save time in today’s fast-moving life. I also believed the fact that technology would be the soul of this generation. It was seen that the working class does not have the time in today’s world to use conventional methods of living at home. Through KRUTAN, we wanted to bring in quality gadgets at a price-point which could be afforded by all. Thus KRUTAN was born.
Can you explain in detail about a startup?
KRUTAN is a kitchen appliance brand that aims at providing kitchen essentials for every home. It is the brand created by Sureseal Pvt Ltd, to address the burgeoning home appliances Industry with the selling of affordable and energy-efficient products. The company is based in Bangalore but we operate PAN India. Our products are for people of all classes and we especially focus on Tier 2 and Tier 3 cities across the country.
What was your inspiration behind this product or service?
I wanted to enter the electric kettle market as I’ve been using the kettle ever since I was a child which was a gift to my family from London and I could not start a day without it. I wanted to make it available here at an affordable price as I knew how convenient it was for my family to use it. Looking at this convenience, I decided to launch one myself as I found out that many people around were not aware of its existence as it was considered a luxury.
How did your journey start towards your startup from planning to funding?
The initial phase was a market survey that we did to understand the need for kitchen appliances. This survey helped us in understanding the mindset of the people which made them believe that home appliance was a luxury. We decided to introduce quality home appliances that were already in the market with lesser price points to make it affordable to all strata of people.
The company is a wholly-owned subsidiary of Sureseal Pvt Ltd, a manufacturing company producing pilfer-proof aluminum caps that took care of funding and thus we started the operations.
Is your startup growing at good phase according to your plans? What are the upcoming plans from your end?
Yes, although there is enough competition in the industry, we are in a profitable place right now. We plan to bring in smart home appliances/essentials in the coming year.
What your stack on the competition? who are your competitors? How you are overcoming them?
There is healthy competition in the industry. The major competitors are Prestige, Preethi, Fabiano, Philips and Morphy Richards. We are different from them with respect to price, service, and quality of the products.
Where do you see yourself in 5 years?
We want our products to be present in each house in the next 5 years. We also want to expand the base to African and Asian countries.
What do you suggest people who are interested in starting their own business??
Each one should believe in their ideas and consistent work will always turn out to be fruitful in the years to come.
What is your opinion on Startupsindia.in? Any suggestions for us?
Great platform to showcase various business models across the country. Would love to see some video content and video interviews of entrepreneurs.