Rajiv Merchant, founder and CEO of India Home Variations LLP, is the driving force behind Tangerine, one of India’s fastest growing Indian bedding furnishing brands.
A quintessential marketer and brand builder with near to two decades of rich and varied experience in the Indian bed & bath category, Rajiv understands the innate needs of the Indian consumer, especially homemakers.
Rajiv is a reputed and experienced business leader in the Indian bed & bath segment, which is one of the most underserved organised retail categories in India. He has a keen eye for designs that appeal to Indian consumers. His ability to curate the latest global design trends for domestic consumer-oriented solutions as per Indian tastes has made him one of the most sought-after leaders for top fashion and design houses in Asia, Europe and the US, which seek his guidance for new design introductions in this segment.
Rajiv believes that if served with latest designs as per global trends, Indian consumers are willing to pay a premium. Not surprisingly, Tangerine is the only challenger brand driving sales through a strategic omnichannel strategy and co-ordinated ‘bedding furnishing’ solutions approach. This has led to the brand enjoying consumer trust in the bed & bath categories in India.
During his initial years, he worked with leading brands like Ashima and Trigger Jeans before becoming an entrepreneur in 2008. He had a fruitful 10-year stint as the start-up CEO of Portico New York where he built the brand from the scratch to become a leading brand in the bed & bath segment