CXO Tomday In an exclusive interview, Dhruv Trignayath, CEO of UltraFresh
**Can you give us an overview of how Ultrafresh integrates cutting edge technology into home décor designs?**
At Ultrafresh, we leverage advanced technology to create high-quality 3D designs of modular furniture that seamlessly integrate with our in-house apps to enhance customer experience. Our state-of-the-art factories are equipped with the latest advanced machinery that works in tandem with 3D tools and technology to ensure the production of high-quality factory-finished products.
**How has 3D technology transformed the design and manufacturing process for Ultrafresh home décor products?**
3D technology has significantly improved our ability to customize and visualize both tangible and intangible aspects of our products, allowing us to give our customers a clearer picture of the final product. This integrated process has strengthened our capabilities and improved collaboration between our design, manufacturing and installation teams, providing greater transparency and trust.
**What are the main benefits of using 3D modeling for home décor design, both for your company and your customers?**
3D modeling allows Ultrafresh to present the most customized product lineup and deliver superior results. For customers, it enhances the overall experience by allowing them to visualize the details of their space, including finishes, colors, handles, lighting, and more, before the products are delivered, providing clarity on the design and expected outcomes.
**Can you share a case study or example of a successful project where 3D technology played a key role in home décor design?**
While our studio was closed during the pandemic, we used on-site imagery to create high-quality 3D designs for clients who couldn't visit in person. Our team conducted video conference sessions to present these designs complete with 3D models and reference images, which was a game changer. Despite access restrictions, we were able to deliver within the guidelines, demonstrating the effectiveness of 3D technology.
**How do you see the role of technology evolving in the home decor industry over the next few years?**
The home décor industry has seen rapid adoption of technology in recent years. The integration of 3D design technology into digital platforms and the use of AR and VR to enhance customer experience will be transformative. These advancements will significantly improve the way customers visualize and interact with their design choices.
**What are some of the key technology trends you think will shape the future of interior décor design and manufacturing?**
A combination of Artificial Intelligence and Machine Learning will reduce the turnaround time from understanding a customer's requirements to being able to present a 3D rendered solution along with a quote. We hope that this process will become seamless, helping customers and at the same time reducing operational costs for suppliers/manufacturers like us. Even though AI adoption is still in its early stages, we are already starting to get a glimpse of the future.
**How has Ultrafresh's focus on innovation and technology impacted its market position and growth in the home décor segment?**
Although Ultrafresh is a young team, they have been agile in adopting new technologies as well as integrating various stages of the supply chain to create a seamless customer experience, resulting in significantly improved execution, increased referrals, and ultimately exponential growth in revenue.
**How does Ultrafresh ensure its tech-enabled home décor products are sustainable and eco-friendly?**
Ultrafresh is committed to sustainability. We promote eco-friendly steel kitchens and reduce paper usage with digital catalogues and recyclable packaging. Our focus on sustainable practices ensures that our technology-driven home décor products are environmentally friendly.
**Can you explain how technology enhances the customer experience for home décor products, especially in terms of visualization and customization?**
For bespoke products, it's hard to convince customers with just displays and hand-drawn drawings. 3D design technology allows customers to visualize modular configurations of cabinets, drawers, colors, handle styles, decorative elements, and more. This material-based communication between brands and customers ensures transparency, helping customers make informed decisions.
**What advice would you give to other companies in the home décor industry who want to incorporate advanced technology into their products?**
Technology integration helps in three key areas: improving customer experience, clarifying communication, and improving manufacturing output. Adopting advanced technology improves overall efficiency and customer satisfaction.
