Creating Magnificent Space In Urban Indian Households

Creating Magnificent Space in Urban Indian Households

The constant migration of population to adopted cities is increasing the bandwagon of people looking for solutions that suit their decor aesthetic

With the motive of building beautiful, safe and nurturing homes in India, Neha Indoria started the brand Boingg! in 2019. As a parent to a then 3-year-old, Indoria wanted products that would be sturdy, safe and not too heavy on the pocket. Customisation was high on their customer’s priority so that became one of their main priorities as well. The integration of technology to help customers visualise their products in real-time and in augmented reality (AR) before they placed the order was a great addition. The company received its seed round of funding in September 2021 led by IPV and a few ardent customers who loved the brand. 

Her decision to be an entrepreneur was both mindful and accidental at the same time. In 2015, six months after her daughter’s birth, they launched their first venture, Couched. Being a B2B furniture leasing company, it was not an industry or a product that either she or her co-founder understood entirely. 

When asked about the challenges faced as a women entrepreneur, Indoria commented, “I am driven by having a sense of purpose and passion about what I do. I believe that my time is limited and important and it should be used pursuing ideas that have immense value, first to me and then overall to the people that get affected by my work. And in the end, I am driven by my daughter. I started working on Boingg! because I wanted to give her a great room and now, I see the pride that she has about what I do and it takes me through the day with a grin on my face.”

Since they did not have enough working capital to make stock and to pay for real-estate to hold this stock, they started operations on a made-to-order model. This made-to-order platform allowed them to refine the customisation offering and truly address the needs of the customers. On the product aspect, they want to increase the product portfolio by 10 per cent in the next six months, which translates to adding almost 300 new SKUs to the website under different categories.