GO-GETTER!

He is both a dreamer and a doer. Meet Azhar Sajan, Director of Casa Milano, as he talks about his career path, the challenges he faced, fruitful collaborations, entering into new markets, and how strong teamwork is ultimately what makes success possible.

By Roma Arora

He is young and dynamic, and he has created a success story that deserves to be told. Azhar Sajan, the director of Casa Milano, graces the cover of our year-end December issue.

Growing up in a family deeply rooted in the building materials industry for the past three decades, Azhar was naturally drawn to the field. “However, my approach was a little different,” he swiftly adds. “Instead of a broad spectrum, I opted to target a specific group of market participants. My true enthusiasm is discovering new trends, particularly in modern and appealing designs. I enjoy bringing new, imaginative concepts to life while staying in step with our audience’s ever-changing tastes,” says Azhar.

So, where did the seed of an idea for Casa Milano come from? Azhar takes us back in time: “The idea for Casa Milano came to life in 2018, when I envisioned bringing exclusive luxury to the UAE. My goal was to provide one-of-a-kind products and great service that were not available anywhere else in the country. I started my own business after being encouraged by my father. Today, I’m happy to be the Director of Casa Milano, playing a key role in driving the company to success.”

What are you finding extremely exciting in this ever-changing industry? Azhar shares: “What excites me most right now is the impact of AI on trends. It’s not just about improving our daily lives; it’s also opening up exciting possibilities for new and interesting designs. I’m eager to explore and integrate these advancements into our ventures, pushing the boundaries of creativity and functionality.”

Azhar believes that education and ongoing learning provide a solid basis for anything one does. He proudly walks us through his educational experience. “I started my education journey at the Cambridge International School, followed by a foundation course at the UK’s Warwick University. Finally, I completed my studies at the American University of Sharjah,” he tells.

In just four years, Casa Milano has established itself in the market, competing with well-known names. In addition, the company has opened five showrooms. What is the secret to success, and how did all of this happen so quickly? Azhar attributes their success to the profoundly ingrained culture they have created—a culture that benefits both valued employees and cherished clients. He explains: “We’ve prioritised exceptional service and a personalised approach, creating an environment that resonates with everyone associated with Casa Milano. Our ability to understand and quickly respond to the particular needs of each client distinguishes us. We stay in sync with evolving industry trends, ensuring that our products are not just relevant but also compelling in the market.”

How much credit do you give your effective branding and marketing strategies? “These were distinct and captivating. We’ve taken a unique approach that sets us apart in our emerging category, making Casa Milano a name that stands out in the minds of our audience. It’s a combination of these factors – exceptional culture, adaptability, and strategic branding – that has allowed us to achieve notable success in such a short time,” Azhar explains.

Collaborations with well-known brands are a wonderful way to move the business forward. Azhar agrees and shares: “We are always looking for top-tier partners who share our dedication to quality and innovation. We see the value of such partnerships in moving our company ahead and ensuring that our clients have access to the best in the market.”

We asked Azhar about the most recent Casa Milano collaborations and those in the works.

He says: “At Casa Milano, we take great pride in our recent collaborations with House of Rohl for sanitaryware and FBHout for flooring. These partnerships are instrumental in ensuring that we can provide our clients with top-notch, high-quality products that meet their expectations.

The collaboration with House of Rohl enhances our offerings in the sanitaryware segment, bringing a new level of excellence and sophistication to our product range. Similarly, our partnership with FBHout for flooring is a testament to our commitment to offering comprehensive solutions that reflect both style and functionality.”

Behind the glitter and success were numerous challenges which strengthened Azhar’s resilience and focus. He recalls as he shares his initial challenges. “Launching Casa Milano during the initial phase of the pandemic presented a unique set of challenges. Establishing connections with our audience proved to be particularly difficult in an atmosphere of uncertainty. However, we saw this as an opportunity for growth, even amidst setbacks faced by the home improvement sector.”

He goes on: “Another hurdle we encountered was a surprising misconception in the early stages that Casa Milano had various divisions, leading to difficulties in effectively communicating the diverse range of offerings we had available. As a budding homegrown brand, instilling trust in both our brand and products posed a considerable challenge initially. Despite these obstacles, we remained resilient. Over time, we noticed a significant shift in the market’s perception, especially concerning the quality of our products. This positive evolution stands as a testament to our commitment to overcoming challenges and continually improving our brand’s standing in the market.”

So, what keeps you ahead of the game? “Our unique approach is not just a strategy; it’s a declaration of our commitment to risk and experimentation at every turn. This spirit is the driving force behind our ability to consistently exceed the expectations of our valued clients.,” says Azhar.

Azhar also praises his team for their ongoing efforts to increase brand exposure through memorable events. “These aren’t just events; they’re milestones in our journey to elevate our brand beyond the ordinary, carving a niche that sets us apart from the crowd.” “We don’t just want to meet expectations; we want to redefine them,” Azhar believes.

“Our multi-sport tournament Design Duels shows our dedication to fostering creativity and collaboration within the design community. The tournament drew participation from over 1200 individuals across 78 companies, spanning the realms of interior design, architecture, and the broader home-solution industry, was a testament to our ability to organize grand, impactful events that resonate on a significant scale. The main idea of organizing this tournament was to bring together the home improvement and design community. Our team reached out to the entire community including designers, architects, consultants, contractors and also our competitors to participate in the tournament,” adds Azhar.

Casa Milano another latest initiative is the “Talking Walls,” served as a canvas for junior designers to paint their visions. “A symphony of diverse bathroom experiences emerged from this event, each a testament to the imagination of the young minds in the design world. The honors and awards presented to the top four teams showcases our commitment to recognizing and celebrating outstanding contributions, reinforcing our role as a catalyst for innovation,” says Azhar.

Azhar is clearly making the correct decisions with his exceptional leadership abilities, and he credits his family, particularly his parents, for their consistent support and guidance.

“Transparency is central in my interactions with all employees, fostering a positive rapport within the team. Also, I continually push my employees to put the client first, underlining the significance of actively listening to their needs and going above and beyond to satisfy their expectations,” Azhar says of his leadership style.

Despite being the company’s public face, Azhar understands that the fundamental power and basis of their success are found in the dedicated team behind the scenes. “They are the skeleton that keeps us moving forward,” he stresses.

Casa Milano places a great importance on embracing technological advancements in today’s dynamic business landscape. “Our commitment to staying at the forefront of innovation is evident through substantial investments aimed at enhancing customer engagement and providing a seamless online experience for those seeking home solutions. In line with our unwavering commitment to excellence, we are actively developing a digital platform for our catalogue. This strategic initiative aims to provide clients with uninterrupted access to our product offerings, reinforcing our dedication to delivering convenience and accessibility to our valued customers,” says Azhar.

When it comes to the latest range from the brand, Casa Milano has launched vibrant faucet collections and WCs that have received an incredible response in the market, and Azhar is overjoyed. “We’ve witnessed a significant movement in design preferences, with a growing interest in going beyond the traditional chrome, matte grey, matte gold and matte black options to infuse unique character into bathroom aesthetics. The creative use of varied colors in sanitary gear is gaining popularity. We’ve introduced ten new colors that stand out from the crowd, such as rust copper, champagne, saffron gold, and stainless-steel finish,” he says.

Alongside the colourful faucet ranges, their concealed cisterns are experiencing significant demand. He tells: “To meet this growing demand, we’re proactively ensuring ample stock availability in stores, recognising the widespread use of concealed cisterns in nearly every project. This reflects our commitment to catering to the diverse needs of our clientele. Additionally, we’re expanding our range of slabs, including feature walls and book matches, further diversifying our product offerings to meet the evolving preferences of our customers.”

For Azhar brand-building strategy is highly critical and it includes three key components. He reveals: “Firstly, our primary emphasis is on end users who visit our stores. Here, our specialists provide personalised assistance, tailoring their support to individual preferences. The second component focuses on projects, allowing us to diversify into various sectors such as residential towers, hospitality, and commercial buildings. Lastly, we utilise a dynamic network to collaborate with multiple dealers, creating awareness and establishing our brand. Through active engagement with our clients, we strive to elevate their living spaces with our products.”

Casa Milano’s extensive network of strategically positioned stores is a key advantage, facilitating effective customer connections at every stage of our approach. “We’re especially thrilled about our upcoming venture in Qatar, situated on Salwa Road in Doha—a prime location amid the main hub of building materials and home improvement solutions. This expansive 30,000sqft store will feature over 50 mock-ups, providing customers with a vivid visualisation of their choices and contributing to an enhanced shopping experience,” says Azhar with pride.

Casa Milano has entered a new market. Casa Milano proudly unveils its latest additions in the Kitchens by Arredo3 and Wardrobes by Mercantini Mobili, complementing their diverse product portfolio of concealed cisterns and flush tanks.

Azhar had been hoping to open a Casa Milano store in Qatar, particularly before the World Cup, but experienced problems at the time, so they took use of the chance to significantly extend their footprint across the UAE.

They have now expanded to Qatar, and Azhar is overjoyed as he delivers this news. “In Qatar, our strategic focus shifts towards the local population. The residents are very interested in renovation, experimentation, and staying up-to-date on the current trends. The prospect of bringing Casa Milano to Doha is exhilarating, and I eagerly anticipate the opening of our doors in this dynamic market,” he beams.

Casa Milano is committed to a future marked by strategic expansion and innovation within the home solutions market. “In our relentless pursuit of market excellence and to meet the demands of our valued customers, we are determined to broaden our product offerings across various divisions. Our participation in Dubai Design Week at Downtown Design was a significant milestone, and the overwhelming response demonstrated our resonance with the design community.

Casa Milano is rising by leaps and bounds thanks to Azhar’s strong leadership, business acumen, and industry knowledge. He is pleased that their hard work is paying off, and that they are capturing a large market share despite being a relatively young company. “I am proud to say that we have solidified our market position; every person renovating or building their house now certainly visits our showroom. These activities are critical to our goal of being relevant and responsive to our clients’ dynamic and evolving demands, ensuring Casa Milano stays a leading name in cutting-edge design and home solutions,” Azhar concludes with happiness and contentment.