The Conversation We Need to Have
We've been in the Interior fit out manufacturing business long enough to know that conversations about "cutting out the middleman" often turn defensive.
This isn't about winners and losers; it's about evolution and choice. At RADON, our "Factory to Family" model is an invitation to reimagine how quality products reach Indian homes.
Understanding the Traditional Model (Without Demonizing It)
The traditional interiors supply chain exists for legitimate reasons:
Distributors aggregate products, manage inventory risk, and handle logistics at scale.
Retailers provide physical touchpoints, curated selections, and immediate gratification.
Design consultants bring expertise, visualization skills, and project management that most homeowners desperately need.
None of these roles are inherently exploitative. They evolved to solve real problems in the market.
The challenge isn't with the people in these roles. It's with how the system has evolved:
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Each layer adds 15-30% to the base manufacturing cost
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Communication loops get longer (manufacturer → distributor → retailer → customer)
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Accountability gets diffused across multiple parties
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Timelines stretch as products move through multiple hands
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Customization becomes expensive because it requires coordination across the chain
Again—this isn't anyone's fault. It's just how complex systems naturally develop.
Why We Chose the Direct Path
RADON was born from a simple question: What if we removed the complexity, not the value?
We're manufacturers. We make Bath vanities, tiles, faucets, sanitarywares, modular kitchens, wardrobes, TV units, and complete home interiors. We've been doing it for years, supplying to various brands and retailers.
One day, we asked ourselves: "If we're already making quality products, why can't we deliver it directly to the families who'll use it?"
Not to destroy the existing system. Just to offer an alternative.
Here's what Factory to Family actually means:
For the customer:
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Transparent pricing (you see exactly what you're paying for)
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Faster timelines (no warehouse holding periods)
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Direct accountability (one team, one promise)
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Lower costs (same quality, fewer margin layers)
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Genuine customization (we're the makers, not the coordinators)
For us as manufacturers:
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Direct feedback from end-users (making us better at what we do)
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Clearer understanding of what families actually need
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Ability to price fairly without worrying about margin stacking
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Pride in seeing our work go directly into homes
For the industry:
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Proof that direct models can coexist with traditional ones
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Pressure to improve (competition benefits everyone)
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New opportunities for collaboration (more on this below)
To the Designers and Architects: We Need You
Here's something that might surprise you: We're not trying to replace you. We're trying to work with you differently.
The best home interiors aren't just about interior fit outs. They're about:
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Space planning that understands how families live
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Aesthetic vision that reflects personal style
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Material selection that balances beauty and practicality
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Lighting design that creates mood and function
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Coordination across multiple trades and timelines
That's YOUR expertise. And it's invaluable.
What if, instead of sourcing interior furnishings, decor, or elements through traditional channels, you could:
✓ Bring your clients directly to our factory showroom
✓ Specify exact customizations without "coordination fees"
✓ Get transparent pricing that helps you stay within client budgets
✓ Work with our team on material selections and finishes
✓ Deliver projects faster because we're manufacturing, not sourcing
✓ Build your reputation on quality that you've seen being made
We're not asking you to become salespeople for RADON. We're asking you to consider us as a manufacturing partner in your projects.
Your design fees remain yours. Your client relationships remain yours. Your creative vision drives the project.
We just become your manufacturing arm—transparent, reliable, and direct.
To the Industry Veterans: This Isn't a Threat
If you're a retailer, distributor, or showroom owner reading this, I understand the concern. Direct-to-consumer brands can feel like an existential threat.
But consider this: The market is big enough for multiple models.
Some customers will always value:
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The ability to touch and see products before buying
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Curated selections that reduce decision fatigue
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Immediate availability for urgent needs
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The convenience of one-stop shopping for multiple brands
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The trust they've built with their local retailer over years
Those customers aren't going anywhere. They're your customers, and they should be.
But there's also a growing segment that values:
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Transparency in pricing and manufacturing
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Direct communication with makers
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Customization depth that only manufacturers can offer
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The story and authenticity of buying from the source
Those customers are ours.
We can coexist because we're serving different needs and values. Your competitive advantage isn't that direct models don't exist—it's in the unique value you provide that we can't.
The Bigger Picture: Why This Matters for India
India is at an interesting inflection point in home interiors:
Rising aspirations: Middle-class families want quality, not just affordability
Changing values: Transparency and authenticity matter to younger buyers
Digital comfort: People are willing to research and buy differently
Space constraints: Customization is need, not luxury, in Indian homes
The "Factory to Family" model addresses these shifts. But so can evolved versions of traditional retail. So can new forms of design collaboration.
The point isn't that one model must win. It's that customers should have choices, and those choices should be informed, transparent, and respectful.
What the RADON Movement Actually Means
When we talk about the "RADON Movement," we're not rallying against anyone. We're rallying for something:
For transparency in an industry where pricing can feel opaque For quality that doesn't require a luxury brand name to validate it For customization that's accessible, not exclusive For speed that respects how urgent home projects often are For honesty about what things cost and why
If you're a designer who values these things, work with us. If you're an architect who wants reliable manufacturing partners, talk to us. If you're a retailer who wants to understand where the industry is going, let's have coffee. If you're a customer who's been frustrated by the traditional process, visit us.
This movement isn't about division. It's about options.
The Invitation
Whether you're in the industry or shopping for your home, here's what I want you to take away:
This industry doesn't have to be adversarial. Manufacturers, retailers, designers, and customers can all win—just in different ways, serving different needs, creating different kinds of value.
RADON chose the direct path because we believe families deserve to know where their interior fit-outs come from, how it's made, and what they're actually paying for.
But we also believe the industry has room for many paths.
So to designers and architects: Let's collaborate. Your vision, our manufacturing. Together, we create homes that matter.
To industry partners: Let's raise the bar together. Competition that drives quality helps everyone.
To customers: Make informed choices. Whether you buy from us, from a retailer, or through a designer—just make sure you understand what you're getting and why.
Factory to Family isn't about cutting anyone out.
It's about bringing everyone closer to what actually matters: Families living in homes they love, built with quality they trust, at prices that make sense.
That's not a revolution. That's just honest business.
And there's room for all of us to do honest business—each in our own way.
Visit RADON. See where it’s all made. Meet who makes it. Understand what you're buying.
Not because we're better than others. But because you deserve to know your options.
RADON Bath & Interio , Factory to Family. Transparency to Trust.