Ashish Goel and
“We have a meritocratic and open culture. Our values are honesty, transparency, customer obsession and excellence in every small thing we do.”
Connect with Urban Ladder
The Urban Ladder Story
Urban Ladder is an e-retailer of contemporary furniture for the Indian consumer. The company delivers original and easy-to-assemble pieces directly to the customers’ door step. Founders Ashish Goel and Rajiv Srivatsa launched the web store in July 2012 when they realized there was a dearth of online stores that sold practical, affordable, and high quality furniture. The company’s products and reliable service have caught the imagination of consumers looking for chic home furniture minus the hassle of traditional stores.
In Conversation with Ashish and Rajiv
Recipe for success
The product is always the hero, and the best long-term narrative. Research the product thoroughly and constantly revisit it to see if it continues to stand out in terms of quality and service.
Avoid spreading yourself too thin. Always focus on the few things that you can do really well. We kept our focus on furniture only and stayed away from trying to do everything related to home decor. We kept our focus on online sales, did not give discounts and serviced only three cities (a number we are increasing slowly).
Have a clear understanding of your culture and values. We have a meritocratic and open culture. Our values are straightforward – honesty and transparency, customer obsession and excellence in every little thing we do.
Your unique idea
Urban Ladder was launched with the vision of making a million homes beautiful. We wanted to make buying furniture a joyful process, to give our customers access to fantastic designs and great quality furniture through a hassle-free buying process.
Before Urban Ladder, no other furniture store in India was curated with such imagination while also offering the new convenience of shopping online.
Partnership with Kalaari
Kalaari believed in our vision right from the start and came on board as our first investor. We have received phenomenal support from them on all fronts, which has been extremely valuable in our journey.
Your first meeting
I’d sent Vani a cold email in 2011 about another business idea I finally didn’t pursue. I got a response from her within a couple of hours and we met the next day day. I was toying with a very early-stage idea at the time. But what I really liked was that while Vani was very clear that she wouldn’t invest in that idea because she had already invested in a competitor in that space, she was very thoughtful, she heard me out, and even while saying no, she was generous in a sense. This actually led us to say, “Let’s change tracks.” And about 7-8 months later, that actually resulted in this investment (in Urban Ladder).