Omfurn India, founded in 1997, is revolutionizing the furniture industry with its specialization in modular furniture, wooden & metal doors, and more. From residential to corporate, government, and educational sectors, Omfurn caters to a wide range of industries with a focus on quality, service, and cost-effective solutions.
In this exclusive conversation with Mr. Narendra Vishwakarma, Director & CEO, we learn about the company’s expansion plans, vision for the next 5 years and lots more. Tune in below:
Mubina Kapasi: Hello and welcome to Small Cap Spotlight. The company that we’ll be talking to today is in the business of modular furniture among many other products and this is definitely an interesting business considering the real estate boom we’ve been seeing in the country. Let’s welcome on the show then Narendra Vishwakarma, the Director and CEO of Omfurn India.
Narendra ji, thank you so much for joining us today. First of all, please tell our viewers about your company, what kind of business does your company do and what are its key business operations?
Narendra Vishwakarma: Omfurn India Ltd is a furniture manufacturer which has a specialization in furniture. The company was established in 1997 by our elder brothers Mr. Rajendra Vishwakarma and Mr. Mahendra Vishwakarma. This company started with an interior contractor but it had a different vision and focus. It was established in Daman in 1997 and in 2005 it was established in Umergaon, Valsar district, Gujarat.
The company started with modular furniture, house furniture, wooden doors and metal doors. The company started with 3 verticals. The corporate office is in Kandivali in Bombay. We are working at Pan-India.
Mubina Kapasi: Omfurn India was established in 1997. During these last 25-30 years, what milestones have been achieved? Please tell our viewers about you and when did Omfurn India get established? When did the company get established?
Narendra Vishwakarma: When the company got established in 2005, it was based on a contract. In 2011, it brought a wooden door product, which is not an organized industry in India. But when the company made a contract with the corporate office, they saw that the product is not organized. So the company organized the wooden door and the non-fired door. This proved to be a milestone for the company. After COVID, the company recognized itself in a short period of time. After COVID, in 2023, the company launched a new vertical, which is kitchen wardrobe vanity counters. When the company took it to the kitchen wardrobe vanity counter market, it was appreciated. The company provided the products that people wanted. The second thing is that in 2024, the company launched metal doors for the same client. The metal door was also a good option for the client. If you see, the company established is that in 2005 in three verticals, an interior company established itself in manufacturing. After COVID, the company entered the house furniture industry. The company provided an additional product along with the door. The third thing is that the company saw that there are a lot of opportunities in the market. The company took the metal door to the client and set a good market.
In today’s date, it has taken 3 verticals ahead.
Mubina Kapasi: What are the key products that Omfurm India manufactures and sells and which industries does it cater to?
Narendra Vishwakarma: Madam, if we look at it, we have 3 sectors. The first is the corporate sector. The second is the builder sector. The third is the government sector. If I talk about Mahada and Sitco, then the company works in 3 sectors. Educational, health, housing, and corporate. It deals with corporates. If you look at the make in India policy, there are a lot of opportunities. We can move forward very quickly. In today’s date, the company covers in builders, developers, educational, hospitals, and hotels.
Mubina Kapasi: There are a lot of companies in modular furniture and door manufacturers. How does Omfurn differentiate itself?
Narendra Vishwakarma: The company distinguishes itself from its competitors. Basically the company focuses on quality, service, and how to take low-cost products to its customers. Basically, it focuses on this. Because the main focus of our product is how to design it well. We can make products with low cost along with the design. And the third is service. Because our service industry is oriented. This service is very important. Because our business is a B2B project. Because there are a lot of rare norms in this project. This project has to be completed on time. We have doors in this project. If you look vertically, we have a vertical parallel team.
There is a well-educated design team. There is a well-educated planner team. They plan how to complete the project on time as per customer requirements and norms. Basically, our product focuses on how to design well. How to maintain quality. And how to take low-cost products along with quality. So that we can reach our customers easily. Along with that, we can provide a good service. So that the requirement is fulfilled.
Mubina Kapasi: Please tell us about the manufacturing capabilities and infrastructure of your company.
Narendra Vishwakarma: First of all, it is necessary to take technology for manufacturing. Our team is well-educated. We have a lot of experience. The machine we work on is a CNC computerized machine. Because it is a CNC computerized machine, we can control the wastage. We can control the wastage. And we can deliver the product at a low cost. Second thing is technology. Technology is something that we involve in every step. For example, if we are purchasing something. Along with purchasing, we are storing it. Along with storing, we are issuing it. Along with issuing, we are going into manufacturing. We are manufacturing it. But to control it, we have already brought in SAP. SAP is the system that controls the whole system. It controls the whole system. This reduces your wastage. This improves your quality. You can deliver it at the right time. All the machines you can see in the plant. All are already European machines, German machines. And even the technology that is already CNC computerized. We use that machine. So that we can get the product at the right time. We can deliver it at the right time. Because it is very important in our industry. Because of not being organized. We have to face a lot of challenges. We have to face the challenges. From its raw material to manufacturing. We have to control it completely. So in our company, you will see that it is well organized. The second thing is that the company around the land cost. Our land is around 4 acres of plots. It has all the CNC machines. With the CNC machine, our operators are well educated. And with that, we have experienced people. So the new and experienced people. We move forward with their knowledge and technology.
Mubina Kapasi: Nowadays, sustainability is a very big buzzword. Every company, even oil and gas companies. Do something to meet their ESG goals. So what steps are you taking towards sustainability?
Narendra Vishwakarma: For sustainability, we need two things. First, what can we bring new? How can we use new materials? And what steps should we take to use new materials? Basically, the company is focusing on this. Our product is PFC certified. In IGBC, the company has members. And even as per government norms. As per government standards. Which is BIS or LEED certified. There are many such IGBC certified products. Which we call forest-based recycled materials. So the company is paying attention to this. That in the coming days. There are many such materials. Which will be recycled. Which will not harm the environment. Second thing. The company is focusing on this. How can we increase the product at a low cost? The company is focusing on this. How can we adapt technology? The company is focusing on this. That we are already in the government make in India policy. Because in the next 10-15 years. That will be India. So in that, there are some requirements of the government. There are some requirements in the government. So the company is adopting that very quickly. If we take the requirements in today’s date. Then definitely the company will not have any problem. Because our product is very easy. We can give it in the right way as per the requirement. Because the company is not only working in the corporate. The company is also working with the government. There are many projects of the government. Which are associated with them. Because they are associated with them. So there are many new standards. There are many norms.Which the company is easily adopting.
Mubina Kapasi: What is the impact of technology on your manufacturing process?
Narendra Vishwakarma: Madam, whenever I talk about technology. First of all, we start with design. If we see in design. What technology should be used in design? We are using it in today’s date. If I talk about that. There is a 3D advantage. Which we work in that system. We work in that software. Because of which our design improves. Our costing. The work we do.
We do it in that system. Because of which we can control the wastage.
Third, there is AutoCAD in design. We use the 2D advantage. Because of which we can easily imagine. The product we are doing. How it will look. Third, we already talk about. After design, there is a purchase involvement. If there is a purchase involvement. There should be a transparency of purchasing. How can we smooth the purchasing? How can we compare? For that, we use the system. Which we are already using. Third is, we go to manufacturing. If we go to manufacturing. The technology is there. All machines are there. We are using CNC machine. Where we can do optimization. And after that. The transportation we do. That is also bar-coding. So at every step. We are already using the technology. Because of that. The requirement. The huge requirement of the customer. We can fulfill that. If we put the system back. If we put it back. Then definitely. In the coming days. We can go ahead with the system. Because. It was very challenging for us. Because when a small company is there. In the system. It is not easy to implement. But we saw a vision. We saw a thought. After the next 5 years. You won’t have time to work. You just have to work. You won’t have time to think. You won’t have time to live. You won’t have time to implement. That’s why with a vision. The technology that has come. Or which can be adopted. We worked by adopting it first.
Mubina Kapasi: Mr. Narendra. Tell us. How have you increased your presence across India? And what are your future expansion plans?
Narendra Vishwakarma: If we talk about it. The company was based in Bombay before this. All their clients were based in Bombay. We were working in Bombay. We were working in Bombay. But the company. Has started working in Pan India. Like if I talk about Pan India. The company is doing very well in the north. The company is doing very well in the north. In the north, within two years. Established itself. Working with good clients there. And working with corporate clients. And the company always has an ethic.
And the company always focuses. With the client. The market we are working in. Continuously. With the new client. So basically. The company in Bombay. Settled itself well. Or. Made a good customer base. For the last 25 years. The company has been. Serving itself. And not just serving. We launched a product. After launching the product. The company has confidence. That it has launched the second product. After launching the second product. It has launched the third product. So you can see. The company is not just working on one project. The company. Basically, the client’s requirements. Based on the customer base. So India. Today in the north. Today in the east. Today already in the south. Already. This. North. We cover India. Delhi City. Mahanagar. Two. Objects. Government sector,Government sector. The company has also started making agreements with the government and the company has changed according to the requirements and norms there are many projects where the government and the company have an agreement so if we are working with the government then we have to upgrade ourselves and we have to upgrade because we have to fulfill the requirements of the government and to fulfill the requirements there are many platforms like exhibitions there are many platforms like seminars where we have brought the company to the level where the existing clients are buying our products but new clients are joining us and the future of the company is very good and the company is working on every system and you can see that the company is working on Pion India and you will be able to see its presence everywhere.
Mubina Kapasi: What will be the growth drivers of Omfone India in the coming years? Which will take Omfone India to the next level?
Narendra Vishwakarma: I will not go into the data but we have told you that the company is working only in Maharashtra and Mumbai but the work force is increasing in India so you can see that the company is working only in Mumbai and the surrounding areas of Mumbai but now the company is going to Pan-India so the company will use the opportunity in the government and private sector as we said that there is competition in your industry
Mubina Kapasi: So what steps is Omfone India taking to increase market share?
Narendra Vishwakarma: there are many platforms that the company is using like there are many exhibitions where the participants are not taking the company there are many exhibitions where the participants are not taking the company secondly, we don’t do digital marketing but we will use the digital marketing platform and there are many other ways to increase the company’s share we talk about the job, not the share we don’t focus on the job we focus on the company’s growth we have a lot of backing support we have a lot of infrastructure we have to use the slots that are not open we have to use the government platforms we have to use the government platforms so the opportunity is very good in India we will capture it in the coming days.
Mubina Kapasi: can you share a little bit about your digital marketing strategies because digital marketing is a very important part to increase customer retention to increase brand engagement so can you tell us about your digital marketing strategies?
Narendra Vishwakarma: we are a B2B business it is a project-based business we don’t have any individual customers but there are many platforms like Amazon where people are already working the company’s structure is project-based and it is a B2B business it is a corporate business and there are some platforms that our team is working on so that we can work with them so this is the platform that we will use the second thing is how we can reach our customers we use social media we take part in exhibitions there are a lot of digital platforms there are a lot of platforms that the company is connected to there are a lot of magazines there are a lot of platforms like tendering system via media and exhibitions
Mubina Kapasi: there are a lot of platforms that the company participates in you have recently introduced fire rated metal doors you told our viewers about it so how big do you think this will be for Omfurn India?
Narendra Vishwakarma: it is a very good question as we said earlier, this industry is not organized people think that doors are just doors but it is not like that because it has a ploy it has a thought if we talk about doors, we will take you back a little there are metal doors and wooden doors wooden doors have fire rated and non-fire rated doors all the high-rise buildings that you see or all the buildings above 7th floor the government has made a norm which has made fire rated compulsory if it is an old building the last 20 years if the floor height is 10 to 15 the government has made it compulsory that it has fire rated doors so you can think that this culture has just started this culture has just started in the big cities and that too in Mumbai, Delhi, Kolkata, and Chennai where high-rise buildings are being built the main doors look fire rated the electrical shafts look fire rated so you can think that if this is the requirement in the big cities then in the coming days, the requirement will increase in the small cities and the use will increase the company has made it clear to themselves what the requirement will be in the coming days so the more flats will be built, the more fire rated doors will be built the second thing is metal doors metal doors are used in hotels you can understand that in the coming 10 years how many hotels will be open how many doors will be required the second thing is that
the competition in this it is still a competition but the requirements are used hotels, hospitals, and residentials will be used so metal doors are an option in the coming days because we can’t say replace wood because wood is a soft material that will be used in the main door but the other doors and the compulsory norms of the government are going to make it compulsory that the fire norms will have to be strictly maintained so we have been in this industry for the last 25 years where we have been supplying doors so we have the experience in the last 25 years in the market that the government norms and the high-rise buildings the electrical, soft, and other things the requirement of metal doors will be huge a company cannot do it alone it will take a lot of companies and we won’t have time to complete the order but metal doors are a huge requirement from small to big cities which we will have to increase in the coming days we will have to install more machines, iron lines, and a new factory.
Mubina Kapasi: What is your vision for the next 5 years for Omfurn India?
Narendra Vishwakarma: as I said earlier, the industry is not organized we want the customer to have good design good quality and how to reach them in a low cost the company is focusing on this and the future plan for the next 5 years we are not just focusing on the product we are also focusing on the awareness of the customer we have a team that does a seminar with the product and gives awareness to the client that don’t just think of it as a door how can we use it in a low cost in a short time with good quality and how can we reach the customer in the coming days, you will see that the metal doors will be made of solid wood but wood is banned in India we use imported wood but after covid, the market has changed a little what are the options? we have recycled wood which is used by the company we save the environment secondly, it is easily available in India thirdly, we are working under the policy of make in India we also want to go through the policy of make in India 10 years ago, the doors were made of solid wood where we used to cut the natural wood and process it but the company is giving a lead in the market they are putting themselves in the front that the new technology the new recycled materials engineering wood we are using it and we can easily reach you quality-wise, service-wise, design-wise so the customer’s thoughts and requirements the company is thinking about it instead of natural wood we are using recycled wood and our team is educating we are educating the client we have a seminar the senior people our people go there we have an education seminar where we talk about the product we talk about the product without compromising the quality without damaging the environment without damaging the environment the product I am bringing you can use it your requirements will be fulfilled and we can move forward.