Providing plush interiors

La Sarogeeka is the brainchild of Anjali Goel. The brand is a sanctuary of style and glamorous interiors and specially caters the high net worth individuals. Anjali shares her future plans with Retailer. 
 
Subhro Prakash Ghosh (SPG): What is the USP of La Sarogeeka? 
Anjali Goel (AG): La Sorogeeka is a name synonymous with style and exclusivity. We provide high-end, innovative, sophisticated and luxurious interior merchandise to our customers. Driven by the desire of morphing dreams into realty through the multiple capabilities of home and office décor execution - rich and stylish - La Sorogeeka creates for every individual’s dream. With an in-house Design center taking care of identifying materials which are unique and never used before - the brand offers exquisite and premium range of self designed and manufactured high-end furniture, that bless the interiors with a distinguished look. 
 
SPG: Which class of customers do you target? What are the specific areas you products have been made for? 
AG: Since La Sorogeeka is a luxury brand, we usually target the upper middle and elite. We ensure to give the best to our customers. 

From designing of premises, manufacturing of high-end designer furniture to turn key projects of high-end homes, offices and hotels, the brand has done it all. With an in-house unit dedicated to stone works, metal works, fabric department, soft furnishings and glass works, La Sorogeeka offers a quasi –religious experience in the world of interiors. 
 

SPG: Kindly elaborate your expansion plan. What kind of locations do you prefer to have your unit? 
AG: We are trying to increase our visibility in Mumbai, Chennai, Bengaluru and Hyderabad. We are taking a gradual and steady step to move forward.  

We would like to be a little more secluded from the highly thronged retail locations. We target customers who are looking for something special. So we need not to be in malls, but somewhat with good parking facilities and also ensure that the visitors are spending 2-3 hours with us.  
 
SPG: Kindly describe about the areas of your existing retail points. 
AG: We first opened our showroom including a manufacturing unit in Noida. It is spread over an area of 3 acres, on a 3-sided open island plot that takes the visitor by surprise with its design and architecture. The project has a combined space for furniture manufacturing unit sprawled over 1 lakh sq. ft, office block of 10,000 sq. ft and a showroom space of 15,000 sq. ft. 

The Noida facility has state-of-the art machines, hand craftsmen, carvers, inlay and overlay artisans, hand painters, master polishers, silver smiths and metal workers. The showroom opens a world of themes in home décor with over 10 themes displayed, conceptualising living room, bed room, lounge furniture etc set in myriad styles including traditional, contemporary, European, Italian, Spanish and Indian classic moods. 
 
SPG: What are your advertising strategies to promote the brand? 
AG: To promote our brand, we do audio-visual activities on TV. We also advertise in the newspapers, lifestyle magazines, create hoarding and doing lounges at the airport only for promoting the brand. We also believe in one-to-one interaction with the customers.

SPG: Whom do you think are your major competitors? 
AG: La Sorogeeka is a luxury brand and I would say this is the biggest and the best in the nation. We are 20 years old company, parallel in the field of designing. The kind of infrastructure we have, no other local brands have. So, I would say we have no strong competitors at our level. And this industry is growing and still there is more demand and less supply.  
 
SPG: Where do you want to see your brand in the next 2 years? 
AG: At present I can say, by 2010, we want to add 3-4 cities to our tally.