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Purvita Chatterjee

Mumbai, Dec. 7 Bella Casa India Pvt Ltd, a Rajan Raheja promoted group company, is planning to offer home beautification services as part of its retail offering.

Currently, the one-year-old company with two outlets in Bangalore and Thane is offering a one-stop solution for tiles, bathrooms and kitchens but intends graduating to become a turnkey solutions provider for homes in the future.

Mr Ananth Narayan, CEO, Bella Casa, said, “We intend becoming a service oriented company within the next six months and intend offering complete turnkey solutions to our customers. Service is going to give us competitive advantage in the business.”

Bella Casa’s services range from tile layering to wooden flooring, and would be competitively priced.

Besides, it would also offer secure services for its customers whereby uniforms and identity cards would be provided to its service personnel once they start work at the residences of customers.

“We realise the safety hazards associated with home services. We have decided to issue ID cards and uniforms for our service staff once we start our service operations,” says Mr Narayan.

Besides, the company has also imported special software to design the kitchens and bathrooms and has roped in designers for the same.

Catering to the premium segment of the home beautification market, Bella Casa is targeting young, double income couples in the age group of 25 to 35 years who are setting up their homes. “There are people who aspire to have high-end lifestyles and want to be creative while making their own bathrooms and kitchens, says Mr Narayan.

Bella Casa’s tagline reads as ‘romance of living’. Its stores stock tiles, bath and kitchen materials imported from Europe. It boasts of brands such as Imola ceramics from Italy and Cerytsa tiles from Span. “There is no local sourcing and we buy and sell products from Europe with customs duties ranging between 35 and 38 per cent,” says Mr Narayan.

With plans of becoming a national player in the home beautification space, Bella Casa intends launching 250 stores in the next ten years. However, real estate constraints pose one of the major challenges for the retailing company.

As Mr Narayan points out, “Finding property in the metros is our biggest challenge today but we intend drawing synergies from our group companies and take advantage of the same.”

The Rajan Raheja group is a diversified group with companies in areas ranging from property to tiles (H&R Johnson). “We would be taking advantage of the group’s synergies. For instance, we are already selling the Johnson tiles at our stores,” says Mr Narayan.

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