In a world where innovation is the driving force of progress, the pioneers see beyond the conventional and envision a future where simplicity and transparency reign supreme. Ruhe India is a visionary, a beacon of change in kitchen and bathroom fittings. What inspired them to create an online platform that revolutionizes how India shops for these essential products?
Traditionally, the kitchen and bath fittings industry followed a labyrinthine route, with products passing through many intermediaries before reaching the end consumer. At each step of this journey, the product’s price would balloon, leaving customers paying far more than the item’s actual value. The ordeal of endless store visits, confusing selections, and drawn-out delivery and installation processes made this experience an exhausting one. Ruhe India emerged in 2020 to offer a practical solution to this fundamental problem.
Ruhe’s inspiration was born from a desire to simplify the purchase process. Their mission was clear: to manufacture in-house and sell directly to customers, eliminating intermediaries and thereby reducing costs and ensuring transparent pricing. This not only bridged the gap between Ruhe, the manufacturer, and the customers but also transformed their platform into a ONE-STOP-SHOP where customers could easily access a comprehensive range of kitchen and bathroom fittings online, making their purchasing journey seamless.
Ruhe India recognized the need for more technical and general product knowledge in this category, and they committed to enhancing consumer awareness by providing detailed and informative product descriptions enriched with captivating images and videos. This approach reshapes the customer experience, making it not only more accessible but also informative and engaging.
In this interview, we dive deeper into what sets Ruhe India apart from others in the industry, explore the factors contributing to its growth and success, and learn about its strategies to ensure timely and safe product delivery. We’ll also uncover their vision for the future of e-commerce in the kitchen and bathroom fittings industry in India and the exciting developments and products we can anticipate from this transformative brand. Ruhe India is more than just an online platform; it’s a revolution, changing how we shop for kitchen and bathroom fittings.
(Q) Please briefly overview Ruhe India and what inspired you to create an online platform for Kitchen and Bathroom fittings in India.
The kitchen and Bath fittings industry mostly follows the conventional trade route where products go through numerous channel partners (Manufacturer->Brand->
Ruhe’s inception originates from a desire to simplify the purchasing process. The mission was clear – To manufacture in-house and sell directly to the customers by eliminating intermediaries, which would mean reduced costs and transparent pricing. This has not only bridged the gap between Ruhe (the Manufacturers) and the Customers but also helped our platform emerge as a ONE-STOP-SHOP, where customers can effortlessly access a comprehensive range of kitchen and bathroom fittings online, ensuring a streamlined purchasing experience.
Moreover, we recognized a need for more technical and general know-how concerning products in this category specifically. We are, therefore, committed to enhancing consumer awareness and understanding by providing detailed and informative product descriptions enriched with captivating images and videos, making the selection process not just more accessible but also informative and engaging. Our approach reshapes the customer experience, making it more insightful and satisfying.
(Q) Ruhe India offers a wide range of products, including kitchen sinks, showers, faucets or taps, PTMT products, and toilet accessories. What do you believe sets Ruhe India apart from other players?
What sets Ruhe apart from other players in the industry is our extensive 15-year experience in manufacturing since 2009. We deliver quality products at transparent and affordable prices, ensuring accessibility for various sections of society. Unlike other major brands with substantially high mark-ups, we prioritize consistency in quality, ensuring our customers receive exceptional products without the hefty price tag. Moreover, we guarantee a satisfying customer experience by offering services such as a 30-day easy return & exchange policy and up to 10 years of warranty. Additionally, we take pride in our products being 100% Indian, which further solidifies our commitment to quality and customer satisfaction.
(Q) Could you share some key factors contributing to Ruhe India’s growth and success in the competitive e-commerce market?
Key factors contributing to Ruhe India’s growth and success in the competitive e-commerce market primarily revolve around our unwavering commitment to quality and customer satisfaction. Unlike the saturated online marketplaces where numerous brands sell subpar kitchen & bathroom fittings, Ruhe India stands out by ensuring the authenticity and longevity of our products. As manufacturers, we meticulously oversee the quality of raw materials and ensure consistent performance and functionality in our products, backing them with up to a 10-year warranty.
Furthermore, our customer-centric approach is exemplified by our efficient delivery services, 24-hour or same-day delivery in Delhi, and dispatch orders within 24 hours across India. Such expedited services have been instrumental in garnering customer trust and giving us a competitive edge, affirming our position as a reliable and customer-focused brand.
(Q) How has Ruhe India adapted to the ever-evolving consumer preferences and kitchen and bathroom fittings trends?
Since we are a customer-focused brand, we are obligated to evolve as per the customer preferences. The fact that Ruhe is India’s biggest digital brand in the Kitchen and Bathroom Fittings category has a lot of benefits. For instance, this allows for quick and convenient product launches, bypassing the traditional, cumbersome processes of cataloguing, printing and distribution that offline brands must navigate. This digital advantage has empowered us to swiftly build a diverse portfolio of over 2000 unique SKUs within three years.
Moreover, we’ve noticed a shift in consumer behaviour – earlier consumers didn’t mind using different brand products for various bathroom fittings, but now the quality and aesthetic consciousness has increased. Customers prefer a unified brand experience for these kinds of fittings at home. Ruhe fulfils this preference by offering a one-stop solution, ensuring customers find a comprehensive and harmonized range of products.
We prioritize customer feedback, engaging in active conversations via chats and direct calls, which enables us to glean insights into evolving consumer needs and trends. This invaluable feedback guides our product evolution, ensuring our offerings remain relevant, appreciated, and aligned with current market demands.
(Q) E-commerce involves logistics and supply chain challenges. How does Ruhe India ensure the timely and safe delivery of products to its customers?
Concerning logistics, we have optimized our packaging processes. We prioritize using eco-friendly packaging materials like sturdy thermocol, corrugated boxes, and cloth bags, ensuring that our products reach customers undamaged and in pristine condition. Emphasizing customer satisfaction, we facilitate easy returns and exchanges, accommodating our customers’ needs and preferences.
Our supply chain management aims for efficiency. By maintaining a 30-day inventory stocked in a warehouse located proximate to our manufacturing unit, we ensure that our products are readily available for swift dispatch and delivery.
(Q) Can you provide insights into the technologies and strategies that have helped Ruhe India build a seamless online shopping experience for its customers?
Ruhe combines technologies and strategic approaches to offer customers a seamless online shopping experience. Our Mobile Applications, available on Android and iOS, are designed with user-friendliness at the forefront, enabling effortless navigation and product exploration. Our product listings are enriched with detailed information and a user interface that simplifies the search and selection process for customers.
We provide a range of helpful videos covering various aspects, such as product installation and maintenance. Our DIY videos further empower customers, facilitating a comfortable and informed purchasing process. Our robust and dedicated customer support team is available for online and telephonic assistance. Customers can easily reach us via WhatsApp or direct calls for tailored solutions.
(Q) In a market known for quality and durability, how does Ruhe India ensure the quality of the products it offers to customers?
Our approach involves a rigorous three-step quality control (QC) process from product manufacturing to packaging. This comprehensive oversight allows for close monitoring at every production stage, ensuring consistency in the quality of our output.
Leveraging our extensive manufacturing experience, we possess a discerning eye for selecting premium raw materials and utilizing up-to-date manufacturing processes. This acute understanding and hands-on approach enable us to maintain tight control over the production, ensuring the creation of products that stand out for their durability, resilience, and longevity, thus meeting the high-quality expectations of the market.
(Q) Ruhe India has made significant progress in a relatively short time. Could you share any notable milestones or success stories in the company’s journey?
Ruhe is a rare example of an entirely bootstrapped brand that has exhibited a continuous upward trajectory since its inception, proving the viability and strength of our business model. Despite a modest marketing budget, Ruhe has experienced substantial sales primarily driven by word-of-mouth. This attests to our product quality and customer satisfaction, contributing to organic growth and market expansion. A notable milestone in our journey has been the immense love and positive testimonials received from our customers. Such genuine appreciation and feedback have been instrumental in bolstering our brand reputation and reach.
(Q) How does Ruhe India view the role of e-commerce in the future of the kitchen and bathroom fittings industry in India, especially considering the current digital transformation trends?
Currently, the kitchen & bathroom fitting sector is a colossal market, valued between $15-$20 billion, with over 99% of transactions occurring offline. However, there’s enormous untapped potential online as customers increasingly turn to digital platforms for initial research and basic inquiries.
The paramount concern is maintaining consistent quality, whereas offline marketplaces often need more quality control. Such constraints imply that traditional offline brands and marketplaces are less likely to disrupt the e-commerce landscape successfully.
In contrast, Ruhe India, a brand that operates independently of external marketplaces and sells directly to customers, is well-positioned to spearhead disruption in this category. By manufacturing and directly marketing our products, we retain unyielding control over quality, allowing us to meet customer expectations effectively and capitalize on the growing inclination towards online purchases in this industry.
(Q) What’s next for Ruhe India? Do you know if there are any exciting developments, partnerships, or product launches that our readers can anticipate shortly?
Our immediate future will see the inauguration of a new warehouse in Rajkot, enhancing our logistics and supply chain capabilities.
In a strategic move aimed at bolstering customer experience, we are in the process of establishing Exclusive Brand Outlets (EBOs). These specialized outlets will allow customers to explore and interact with our products directly, facilitating a more engaged and informative buying process.
Additionally, we are thrilled to announce the impending launch of a new range of products. Customers can look forward to an exquisite collection of faucets and luxury items meticulously designed to blend elegance with affordability.
