Unlike most retail stores that attempt to sell all product categories to all customer groups, Mr. Nagree based his Business strategy on targeting a specific set of customers: The key middle and upper-middle group of families living in urban India.

Key insight: With the cost of residential estate rising exponentially in all towns, this group of customers would be living in comparatively smaller homes/apartments, than their parents.

Modern apartments would offer them a good standard of living. But space would increasingly become the major constraint. Mr. Nagree decided to focus on developing home furniture that would offer this huge target group, the benefit of saving precious floor and storage space.

The Introduction of the Innovative Sofa-cum-Bed The development of the Sofa-cum-Bed concept, that doubles up as both a sofa and a full-size bed, was seen as a major space saving solution. The construction of the Sofa-cum-Bed requires a high level of designing capability, technical know-how, and production infrastructure. This was and continues to be beyond the scope of traditional carpenters and the unorganized sector.

Because of its unique space saving benefit, over the years, the Sofa-cum-Bed has gone on to become a best seller product, all over urban India.However, even today, very few Indian retailers have the capability to manufacture a good quality product, depend on cheap imports, and compromise onproduct quality.

On the other hand, OFF THE SHELF, with its decades of experience and expertise, has gone on to develop its range of world class Sofa-cum-Beds, designed to meet the needs of upwardly mobile urban middle class families. Industry estimates rank OFF THE SHELF as the No.1 brand in Sofa-cum-Beds in India today.

The Giant Storage Bed Smaller homes/flats also leads to lack of adequate storage space. Modern urban living seeks solutions that increase much needed storage space. In keeping with its focus on serving the needs of this Urban Middle and Upper-Middle income segment, OFF THE SHELF developed King Size and Queen Size Double Beds with Giant Storage capacity.

This product category has again become a great success for OFF THE SHELF, as most manufacturers have not been able to develop the know-how or the capacity to build such beds. As a result, while every store offers basic beds, very few can offer the beds with giant storage. OFF THE SHELF, the product innovator, sees high potential for this product in the years to come.

BUILT ON VALUES In developing its products, OFF THE SHELF has built on its core philosophy of offering lasting value, using only superior quality material, that makes the difference between furniture built to last, and furniture of questionable durability. Further,OFF THE SHELF continues to zealously ensure complete transparency with its customers, and takes pain to educate them on each of the components used in their items of choice.

As a result, OFF THE SHELF has distinguished itself as a company that customers can trust with their eyes closed. An unique reputation, that has helped build a large base of loyal customers, who select their home furniture repeatedly from them. CUSTOMER COMES FIRST OFF THE SHELF continues to offer its customers a wide range of readymade styles, in each product category.