Entrepreneurs Rajan and Sujata Mehta entered the carpet industry when they first realised that Indian craftsmanship wasn’t being represented well in international markets. Since then, the company has grown from strength to strength and now offers a wide bouquet of products. Ganesh Kalidas finds out more
Most companies nowadays talk about offering personalised services to their customers but find it difficult to live up to such lofty expectations. However, there are exceptions, one such being Zeba, a name derived from the Persian word ‘zebaish’, which means ‘beautiful’.
Elaborating about what their company is all about, its founders Rajan and Sujata Mehta say: “Our perceptions of beauty are shaped by the experiences we collate from the many journeys we set out on. We have had a keen eye for detail, right from 1984, when Zeba began as a small manufacturing firm exporting carpets and rugs. Even in those early days, our sense of aesthetics and adventure took us to the heart of the country, into the company of local weavers, where we perfected designs that helped us carve a niche in the international market.”
“As the nineties dawned, we reoriented our vision, from adorning floors to dressing every surface. Pioneering a complete look that encompassed floors, windows and furniture, we strengthened Zeba’s portfolio and successfully launched the brand for Indian homes. While our coordinated concept was a breath of fresh air for enthusiasts, our emphasis on quality and dependability, coupled with our penchant for customisation, another first, cemented our acceptance among interior designers and hospitality stalwarts alike. After all, at home or at work, it wasn’t commonplace for colours and textures to be woven into extensions of one’s personality,” they add.
The journey
The company was set up in the year 1984 as a result of Rajan Mehta’s farsightedness while studying overseas to channelise India’s rich heritage of art and craft into the global market. Over the period of 4-5 years that he was there, he was able to connect with the people better and know their requirements. It was then decided to set up a company that would represent India and be responsible for providing best quality products to the international market.
Says Rajan: Indian designs and the thoughts behind the designing have always been popular among people outside the country but there is not enough representation of the same in the global market. For instance, the carpet industry used only standard Persian and oriental themes and designs.”
“These,” he adds, “were not appealing to the growing younger population and others who wished for something driven by fashion trends and colours and not the past. The need for revolutionizing the carpet industry by striking a balance between traditional designs and contemporary needs was fulfilled by our company.” Speaking about their USP, Rajan says: “Value is a crucial factor for a brand in creating a name for itself and therefore we at Zeba give quintessential importance to incorporation of great style, great design and great value, along with quality, to the products that we manufacture.” Soon, due to its relentless efforts, the company became one of India’s top exporters of carpets. The variety of products and designs which the company made added another feather to its cap.
Extending the footprint
“We have always chased the big picture. The world is our marketplace and has been, for quite some time. Over the years, we have exported our products to all major mail order catalogues, departmental stores and specialty chains across Europe and the US. Meanwhile, the setting up of our Home Fashion Store at Worli in Mumbai set off waves. The showroom, in addition to the Zeba Design Studio, has helped us create meaningful inroads into Indian and overseas’ mindsets. Our expedition is as endless as it is exciting, and we still have a long way to go. Among the many accolades we have gathered, from the interior design community and our customers, lie the countless homes, offices, restaurants and hotels we have been entrusted with transforming,” the Mehtas state.
Zeba has tapped the handmade carpet manufacturing centres located in Mirzapur, Bhadohi and Panipat where the craftsmen earlier had no idea about designs and colours. “We relentlessly pushed them to boldly experiment with new styles and this helped us market the products in countries outside India. The products found takers in India too and we were able to get better prices for the craftsmen and make our business cost-efficient and competitive,” Rajan states. Among these have been customers who know exactly what they want and also those who do not know but are more than willing to trust Zeba to give them the latest designs.
Zeba started by manufacturing only rugs and carpets. As the years passed, they ventured into manufacturing other textile products based on their customers’ demand. Says Sujata: “We like learning and challenges, and on the request of our customers we ventured into the businesses of home textiles, wall art, wall paper, upholstered furniture, etc. We kept adding one segment at a time and started getting closer to providing a one-stop solution of dressing spaces for a completely customised and coordinated look.” Sujata Mehta heads the designing team of eight talented staffers who are not only equipped to understand the intricacies of designing but are also trained in exploring the logistical requirements and costs of executing the designs.
“We believe in having a small but an efficient team in which everyone is equipped with the complete knowledge of products they are working on. They deal with customers from all levels of society and they can provide solutions for hotels, restaurants, offices, homes, hotels, et al. We work according to our customers’ budgets and preferences,” Sujata states. For example, while designing for Taj Hotels, they experimented with a fusion between ethnic and western art. This was to make sure that the foreigners who visit the hotel can have a glimpse and feel of Indian culture along with maintaining a connection with the kind of culture they are comfortable with in their own country.
Growing stronger
Their newly renovated 4,500 sq. feet Zeba Design Centre at Lower Parel in the heart of the old mill district of Mumbai now serves as a retail store for B2C customers as well as an inspiration centre for B2B clients. Recently, the company has ventured into women’s clothing under the guidance of Sujata Mehta and has opened a line of clothes made from organic and natural fibers, which are usually very expensive in the market. When these samples were first displayed, they were received with a lot of appreciation, being not only of good quality but affordable too. “The tagline for this clothing line is ‘affordable clothing’ as it particularly aims to provide desirable good quality and well-styled clothes to everyone,” Sujata says. Growing at 30-40% each year, the company has now launched a digital marketing project to service inquiries coming from metro cities like Mumbai, Delhi and Pune where Zeba has a strong base.