In a recent interaction with Indian Startup Times, Jatin Luthra, Co-Founder of Lorazzo, spoke about his journey across some of India’s most recognizable consumer brands and how those experiences eventually led him to build a new-age home improvement brand focused on design, technology, and affordability.
Luthra’s professional journey spans over a decade in the consumer space, beginning with his early role at Del Monte, where he worked as a trade marketing manager. Over time, he moved into brand-building roles with emerging and high-growth companies, including Bira, where he managed alternate business channels and merchandise launches. His exposure to fast-evolving consumer behavior deepened further during his tenure at Swiggy, where he handled marketing for Swiggy Genie, followed by his role as Senior Brand Manager at Ola Electric.
He later served as Head of Marketing at The Man Company, gaining deeper insight into how modern consumer brands are built, scaled, and positioned in competitive markets. These cumulative experiences ultimately shaped his entrepreneurial vision and laid the groundwork for Lorazzo.
During the conversation, Luthra explained that the inspiration behind Lorazzo came from identifying a long-standing gap in the home improvement space, particularly in kitchen and bathroom fittings. Despite being an essential category for homeowners, it had seen little innovation for decades, with most leading brands having existed for 30 to 50 years without significant transformation.
Recognizing this stagnation, Lorazzo was conceptualized as a tech-enabled, design-first brand that could bring modern innovation into Indian homes at accessible price points. The brand aims to serve the upper middle class by offering smart, aesthetically driven products that balance functionality, durability, and affordability.
The name “Lorazzo,” he shared, was chosen for its contemporary feel and subtle nod to European design sensibilities, reflecting the brand’s aspiration to bring global innovation into Indian households.
A key differentiator for Lorazzo lies in its approach to product development. Drawing from his background in consumer marketing, Luthra emphasized the importance of understanding real customer pain points before launching products. Instead of building for trends, the brand focuses on solving everyday challenges in kitchen and bathroom spaces through thoughtful design and technology integration.
Equally important is pricing. Rather than maximizing margins, Lorazzo designs its products around what consumers are willing to pay, ensuring accessibility without compromising on quality. This approach allows the brand to maintain strong unit economics while still delivering value-driven innovation.
Luthra also highlighted the company’s digital-first philosophy. Unlike traditional players that rely heavily on offline retail networks, Lorazzo focuses on online discovery and engagement, enabling customers to explore modern home solutions more seamlessly.
At the same time, he acknowledged that success in this category extends beyond product innovation. Post-sales service — including installation support and warranty management — remains one of the most critical challenges in scaling a home improvement brand. Lorazzo aims to turn this challenge into a competitive advantage by ensuring a smooth and reliable customer experience even after purchase.
To accelerate its growth, Lorazzo has raised $0.55 million in seed funding from investors including India Quotient and Sprout, along with several founder-first backers. According to Luthra, the decision to raise capital was driven not only by financial needs but also by the strategic expertise these investors bring in building consumer-focused brands.
Looking ahead, Lorazzo is working toward an omnichannel go-to-market strategy that blends online and offline presence. The company aims to scale significantly over the next five years, with an ambitious target of reaching ₹500–700 crore in revenue.
Sharing advice for aspiring founders, Luthra underscored the importance of focusing on product-market fit and maintaining a strong bias for action. In his view, early signals from the market are invaluable — and founders must be willing to learn quickly, adapt, and execute with conviction.
As India’s home improvement sector gradually evolves, Lorazzo’s mission remains clear: to bring global design thinking and smart innovation into everyday Indian homes while keeping the customer at the center of every decision.
Interview Conducted By : Arushi Agarwal
