Sushank Arora: A Seasoned Entrepreneur Leveraging High Product Quality & Innovation to Revolutionize the Indian D2C Sector
The Indian e-commerce sector, over the years, has been experiencing tremendous growth, especially after the pandemic, and is expected to reach $60 billion at a CAGR of a staggering 40 percent. Instead of the traditionally followed consumer to-consumer model, businesses have removed the middle distribution channel and are now a days opting for a direct to-consumer (D2C) model by seamlessly integrating with various e-commerce channels, ensuring a smooth shopping experience for the customers. Keeping the shifting customer preference in mind, many startups as well as known brands have recently ventured into the D2C market space. However, one brand that stands out from the rest in terms of product quality, client base, and global presence is Sushank Aroraled premium kitchenware firm, Nyra Kitchenware.
Extensive Experience in Diverse Sectors
Belonging to a family that has been in the kitchenware business for the last two generations, Sushank never intended to join the family business. After his post-graduation in Journalism & Mass Communication, Sushank started his career with the Press Information Bureau of India managing the international press operations for the prestigious Commonwealth Games 2010. Later, he joined Pinkerton Consulting & Investigations, where he was responsible for risk reports for corporates before heading the Government Marketing Division for Doordarshan. In 2014, he also attempted to sell through Amazon & Flipkart, but could not do it as the billing ecosystem in India then had not evolved. Sushank finally started the beauty & wellness aggregator app, Salons nearby. Incubated at IIT Kanpur, the venture was recognized by the Government of Uttar Pradesh, becoming one of the top startups in the state.
The Inception
Later, during the pandemic, the awry market situation made Sushank re-evaluate his business plans. Keeping the growing demand for holistic wellness during that phase in mind, he finally started his premium kitchenware D2C brand, Nyra Kitchenware. “During the pandemic, there was a growing demand for holistic wellness. I also noticed a lack of guidance as well as growing curiosity among people regarding which type of utensils to use or what to eat. Starting with just organic utensils, we later expanded our portfolio and currently have more than 1000 SKUs in cookware, serveware, food storage, drinkware, kitchen tools, and cutlery. Today, as a top brand on both Amazon and Flipkart, we have already served more than 20000 customers since 2021”, adds Sushank Arora, Founder & CEO.
A Well-Researched & High-Quality Product Portfolio
Starting in 2021, Nyra has come a long way in terms of product portfolio and market expansion. All of the curated products offered by the firm are well-researched and are selected based on their usability. Being a quality-conscious firm, Nyra tries to ensure the best product quality, when it comes to both sourced and manufactured products. The flagship product offered by the firm is its wide range of organic products. With customer-centricity at its core, the firm is well-known for its prompt customer dealings and consistently tries to accommodate their inputs efficiently. Apart from that, one more major USP of the firm is its proactiveness towards educating customers regarding its products.
Focus on the Latest Market Trends
Under Sushank’s inspiring leadership, Nyra has always been focused on staying abreast of the latest market trends. “You have to be constantly on your toes as the technology landscape is rapidly evolving. We started using GPT within a month it came out. We also use a Singapore-based app to process our images. Even recently, we came across an AI-based video app and are planning to use it for our social media. I spend a lot of time experiencing new apps and technologies, which helps us stay updated and relevant regarding the technical trends”, explains Sushank.
Achievements & Future Roadmap
In a diverse career spanning over 15 years, Sushank has worked across a wide range of sectors, such as media, marketing, e-commerce, and many more. Currently, he is also working as a mentor at Jagriti Enterprise Centre, a startup to nurture and empower local entrepreneurs. Apart from that, he is also a sought-after speaker, guest lecturer, jury member, and panelist at numerous prestigious institutions and entrepreneurial conclaves.
Coming to the future roadmap, Sushank has been a huge promoter of customer acquisition using content marketing through social media marketplaces and is targeting further push on that landscape. Owing to the bulk market orders, Nyra is also planning to be more active on platforms, such as Indiamart and Exporter India. Apart from that, the firm is already present in the US and the UK market and is looking towards further international expansion.
Extensive Experience in Diverse Sectors
Belonging to a family that has been in the kitchenware business for the last two generations, Sushank never intended to join the family business. After his post-graduation in Journalism & Mass Communication, Sushank started his career with the Press Information Bureau of India managing the international press operations for the prestigious Commonwealth Games 2010. Later, he joined Pinkerton Consulting & Investigations, where he was responsible for risk reports for corporates before heading the Government Marketing Division for Doordarshan. In 2014, he also attempted to sell through Amazon & Flipkart, but could not do it as the billing ecosystem in India then had not evolved. Sushank finally started the beauty & wellness aggregator app, Salons nearby. Incubated at IIT Kanpur, the venture was recognized by the Government of Uttar Pradesh, becoming one of the top startups in the state.
If you genuinely care about your customers & deliver what you have promised, you don’t have to put much effort into retaining them
The Inception
Later, during the pandemic, the awry market situation made Sushank re-evaluate his business plans. Keeping the growing demand for holistic wellness during that phase in mind, he finally started his premium kitchenware D2C brand, Nyra Kitchenware. “During the pandemic, there was a growing demand for holistic wellness. I also noticed a lack of guidance as well as growing curiosity among people regarding which type of utensils to use or what to eat. Starting with just organic utensils, we later expanded our portfolio and currently have more than 1000 SKUs in cookware, serveware, food storage, drinkware, kitchen tools, and cutlery. Today, as a top brand on both Amazon and Flipkart, we have already served more than 20000 customers since 2021”, adds Sushank Arora, Founder & CEO.
A Well-Researched & High-Quality Product Portfolio
Starting in 2021, Nyra has come a long way in terms of product portfolio and market expansion. All of the curated products offered by the firm are well-researched and are selected based on their usability. Being a quality-conscious firm, Nyra tries to ensure the best product quality, when it comes to both sourced and manufactured products. The flagship product offered by the firm is its wide range of organic products. With customer-centricity at its core, the firm is well-known for its prompt customer dealings and consistently tries to accommodate their inputs efficiently. Apart from that, one more major USP of the firm is its proactiveness towards educating customers regarding its products.
Focus on the Latest Market Trends
Under Sushank’s inspiring leadership, Nyra has always been focused on staying abreast of the latest market trends. “You have to be constantly on your toes as the technology landscape is rapidly evolving. We started using GPT within a month it came out. We also use a Singapore-based app to process our images. Even recently, we came across an AI-based video app and are planning to use it for our social media. I spend a lot of time experiencing new apps and technologies, which helps us stay updated and relevant regarding the technical trends”, explains Sushank.
Achievements & Future Roadmap
In a diverse career spanning over 15 years, Sushank has worked across a wide range of sectors, such as media, marketing, e-commerce, and many more. Currently, he is also working as a mentor at Jagriti Enterprise Centre, a startup to nurture and empower local entrepreneurs. Apart from that, he is also a sought-after speaker, guest lecturer, jury member, and panelist at numerous prestigious institutions and entrepreneurial conclaves.
Coming to the future roadmap, Sushank has been a huge promoter of customer acquisition using content marketing through social media marketplaces and is targeting further push on that landscape. Owing to the bulk market orders, Nyra is also planning to be more active on platforms, such as Indiamart and Exporter India. Apart from that, the firm is already present in the US and the UK market and is looking towards further international expansion.
