They say that the biggest trend in home décor today is to be on trend. The segment has moved beyond providing only staples, basics or essentials for decorating one’s home. With more and more people opting for design-led products for their abodes, brands such as Nestasia, with their unique assortment of offerings, are very much in demand
An exciting start
Before starting Nestasia in late 2019, husband-wife duo Anurag and Aditi Agrawal had worked in Singapore and later Hong Kong. “During this time, as we moved through South East Asia, we set up three homes from scratch in just two years. We soon realised how passionate we were about our home and about setting it up together to call it our own. We thoroughly enjoyed the process of picking the right products that were unique and had a design element to them so that they could represent who we were,” shares Aditi Agrawal.
The process, she continues, was invigorating but they also felt the need to have more unique home décor options in one place to choose from. “We decided to build an exciting destination for all things home, and that is how Nestasia was born,” adds Aditi.
When Nestasia entered the home and garden segment, the Agrawals realised that the segment had immense potential to grow. “It was at a stage where beauty was five-seven years ago, ready to expand with a wider range of options to offer. Moreover, people were becoming conscious of how they were setting up their homes and were opting for seasonal changes in their decor just like they were doing in their wardrobes,” says Anurag Agrawal.
Along the way
In a market that is fragmented due to the rapid growth in the number of brands, Nestasia’s goal is to offer a unique, design-led assortment of products that can stand on its own while also developing relevance through understanding what the target audience needs and desires. It is in no way an easy task, and just like every other business has its own set of challenges, Nestasia does too.
“Sourcing products that are in demand and unique is a constant struggle, but we persevere, else the customer would not be interested in our offerings. With this also comes the challenge of managing a wide catalogue of products, but it is one that we love,” shares Aditi.
Also crucial is finding the right talent to grow their team; the Agrawals have been fortunate enough to find some great co-workers and look to expand their team even further.
Looking to the future
A key driver of Nestasia’s growth has been its focus on understanding customer journeys. “We have a team of social media experts, shopping consultants and customer success managers who are always on the lookout for any queries that our customers might have,” explains Anurag.
What also sets the brand apart is that it has been content led from the start, to inspire its target audience and allow them to discover and love the assortment of products it offers. Timely delivery is another of its strong points; Nestasia has its own facilities as well as third-party fullfiment centres that help it in bridging the delivery gaps in various geographies.
Innovation is vital for any business to grow. At Nestasia, the team strives to innovate on almost all fronts and uses divergent thinking to solve problems, across departments such as product, communication, creative, operations and logistics. “Innovation is at the core of it all. In the home and garden category, a content-led, design-led and wide-assortment brand was missing. We bridged that gap with Nestasia,” shares Aditi.
Additionally, a data-centric approach helps the brand adapt the product offering for customers, communicate effectively with them as well as provide a seamless shopping experience. “We actively assimilate both quantitative and qualitative data to make decisions,” says Aditi.
The use of new technology and data has helped sustain and expand Nestasia. For the team, the focus now is to strengthen the brand and improve brand recall. “We might also start an online store in the near future. We are also working towards widening our assortment of products and categories so that we can be a destination for all things home,” concludes Anurag.
