he combination of ambition, fame and prosperity has always influenced aspirations – that’s no esoteric truth. Be it an established family business with a teenager on top, or a brand new start-up led by a seasoned professional, the new brains that take the hot seat begin the day at work with one innate desire – the desire to bring in a refreshing change. Five years back, Rahul Jindal (the current MD of Loom Crafts) felt a similar itch. Till then, the company had grown steadily under the leadership of his father Surinder Jindal. But he wanted to up the tempo. He wanted to break the monotony in the line of furnitures that his business was bringing to market. Thus, Loom Crafts was born in 2005. It clubbed the old art form of weaving, with stylish and unique designs, and has achieved so much as to change the face of outdoor synthetic wicker furniture, globally. This brainchild of the young Jindal has become a story in itself. Would you want to spare some space in your home for a legendary brand in the making?

What differentiation strategy did Loom Craft adopt to succeed in a very short duration?
We are the pioneers in providing all outdoor solutions. Three to five years back, there was no competition, but we knew that others would follow us fast and that competition would rise sooner or later. Therefore, we made sure that we did not compromise on quality. From the very start, we have offered a lifetime guarantee on our exclusive products. Our goal is not to produce short-lived, fashionable furniture, but timeless elegant furniture; quality was, is and will remain the word!

So for the sake of maintaining quality, you really must not be a believer in outsourcing. Are you?
Actually, no. We get our raw materials like aluminum & plastic from other manufacturers. But that is it. Raw material is the only element in the production process that has the touch of “outsourcing”. We manufacture everything else in our workshops – from the wicker, which are made by expert designers and craftsmen, to the packaging, it all happens under one roof.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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