Started in 2002, Doshy’s Living Concepts is registered as a proprietorship under Sonal Doshy, supported by her husband Sandeep; and is an extended arm of M/s Chhaganlal Doshy, which primarily deals with textiles, plastics and tarpaulins.
By Meenal Bale
Doshy’s Living Concepts is a registered trademark and today is the main dealer for brands such as D’Decor, KC Fabrics, J&Y, etc. When Sonal Doshy moved to Goa post her marriage, she realized that there was a huge market for high-end clientele, that was not being tapped into, and decided to venture out into creating a niche business.
Majorly into home furnishings, when the outlet was first established on the then empty lane of Margao city, it proved to be a challenge to get customers acquainted to its presence. But over a period of two years, from consultations to installations, it grew into a popular one-stop-shop for all interior furnishing needs; and is today known for its premium interior solutions. Marketing and publicity happened by word-of-mouth and till date, at Doshy’s Living Concepts, the motto remains ‘Beautification does not cost a fortune.’
“Being a service oriented industry, we are very particular about providing high-quality products. Adapting the principle of providing multiple value added facilities in one package, we always deliver within a scheduled time” says Sonal.
To which Sandeep adds, “Sonal’s basic strength lies in her business acumen and sense of aesthetics. For example, matching the right shade of curtains to the colour and the décor of the room. Because today, even if you do put out the best or maybe even the costliest of products; but it doesn’t match, then it’s a sheer waste of money and effort. She advises the customers as a friend.” Most of the clients are recommendations or repeats. Sonal explains how there are so many basic practicalities of the client’s requirements, restrictions of the space and utilities of products to be considered before they advice the customers on what to do and how to go about it. For example, Sonal elaborates upon why one should avoid curtains when the windows open inwards and rather opt for blinds, which suits the purpose just right. The staff has been trained to be polite and persuasive. They first ask the customers for the requirements and accordingly customize as per their needs.
Having catered to clients from across industries, be it hospitality or even NRI clientele; Sonal is personally involved in every project. Right from taking the measurements of the place, to providing estimates, getting the curtains stitched, as well as supervising the fittings, she ensures that each task is completed with finesse and gets delivered on time
“Any project can be completed in less than a week. We believe in educating the customers on the variety in the store and the multiple uses of each product. Our recommendations are more practical for the long run and a satisfied customer is our biggest reward,” adds Sandeep.
The partner companies have also provided them with new digital technologies, where they can explain to the customers, how their choice would look as a final product. It facilitates the visualization process and simplifies decision-making to a much greater extent. When asked how does Sonal manage it all, she says “It gets difficult at times, but I believe that if you love your job, it becomes easier. My family is extremely supportive and I have a wonderful staff support; making my work simpler. I have to be stern at times because I am very particular about details, but then, it all works out for the best and leads to a happy customer.”
Having catered to clients from across industries, be it hospitality or even NRI clientele; Sonal is personally involved in every project. Right from taking the measurements of the place, to providing estimates, getting the curtains stitched, as well as supervising the fittings, she ensures that each task is completed with finesse and gets delivered on time. “Plain lines are in vogue always, but fashion keeps on changing constantly. We have an array of options in the prints, right from christmas, kitchen, nursery, to floral prints and much more. Our partner companies keep us updated with the latest trends in the industry. Our Goan clients prefer bright colours while the new market trends are sober and pastel colours. Our associates have rendered a strong support and ensure to bring out exclusive catalogued collections, only to suit the taste of our clients in particular. We have also taken orders from outside Goa, and the business has witnessed a healthy growth over the years,” states Sonal.
The showroom has a ‘dummy’ setup, well equipped with bed furnishings that is sometimes in the form of a theme; curtains hoisted on sliders that allow one to pick from a variety of range that either match or contrast, and is even replete with add-on accessories such as chords, curtain holders, shower curtains, bed linen, rugs, fringes and tassles, bendable channels, powder coated and steel finished rods, fancy knobs, clamps, rings, etc.
“We usually come across two types of clients – those that are thorough with the particulars and specifications of what they want, the others, who are willing to experiment as per the trends of the seasons. We provide them with the catalogues, guide them through a various fabrics and suitable stitching patterns; post which, they mix and match. We have ready stock as well as materials on order,” states Sonal. Doshy’s Living Concepts also stores spare parts of accessories, just to ensure that no customer has to walk away empty-handed. The exhibits keep changing often and provide a life-size experience to customers. They are greeted with utmost politeness and taken through the process of how a single mattress can have multiple and well-placed layers of protection, that increases the durability of the mattress as well as provide soft and comfortable cushioning.
Complementing the display is a wide variety of curtains, sheers, blinds, wallpapers and upholstery, too. “We first do a recce of the place and accordingly advise if roller blinds will be more suitable or the new triple shade blinds, even whether the client should opt vertical blinds or horizontal ones, based on the design of the place. Each product has an entire catalogue, filled with options to chose from. We cater to the smallest of the windows and the most basic of orders. Whether it is a residence near the beach, or a project with the hotel industry, our strength lies in ensuring that the overall aesthetics of the room is balanced” Sonal concludes.