Sitting on over $77 million raised from various investors, Urban Ladder now wants to use technology to sell furniture online.

The company is also adding another 85 engineers to its existing 45-member technology team.

“We want to deliver a distinctive digital consumer experience that is interesting, engaging and seamless in the furniture and home decor categories, so that consumers shift to online buying,” Ashish Goel, Co-Founder and CEO, Urban Ladder, told BusinessLine .

New recruits

Set to become the largest furniture company both offline and online, the company has brought on board Silicon Valley entrepreneurs, Anand Rajaraman and Venky Harinarayan, who have also invested in the company. Urban Ladder was co-founded by Goel and Rajiv Srivatsa in July 2012.

Without revealing the amount invested by Rajaraman and Harinarayan, whom he referred to as, “two of the best technologists in the world,” Goel said, he has been talking to the duo for the last eight months to pick their brains on how best to use technology to create a delightful customer experience in a high value category such as furniture, which is a complex purchase. “The best way to get them more deeply involved with Urban Ladder was to offer them a stake in the company and therefore, this fresh investment” he said.

Investment plans

On target to exceed ₹600 crore in revenue by March 2016, the company plans to invest heavily in technology, increasing brand awareness, expanding its catalogue, improving the quality of its delivery network and enhancing its geographical footprint, over the next few months.

A new TV and digital campaign will be launched in 10 days to increase brand awareness; along with adding products such as modular kitchens.

The investments will be made from the cash that the company still has in the bank from its $21 million Series B funding raised from Steadview Capital last July; the Series C funding of $50 million raised from Sequoia Capital earlier this month.

Ratan Tata, Chairman Emeritus, Tata Group made a personal investment in the company in November 2014.

At present, Urban Ladder delivers to 12 cities in India and the network will be expanded to another 23 cities by the end of the year.

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