Rimjhiim Charaan: Leading 100Krafts to Create Personalized Interior Experiences

The art of interior design is more than just an arrangement of spaces—it is the crafting of environments that blend aesthetics and functionality, making everyday experiences truly remarkable. In today’s dynamic world, creating homes and workplaces that resonate personally with their inhabitants demands not only technical expertise but also an intuitive understanding of individual lifestyles and aspirations. At the forefront of this transformative movement are visionaries shaping the future of the industry with their creative insight, entrepreneurial drive, and commitment to excellence.

Among these distinguished leaders are Rimjhiim Charaan, Co-Founder and Chief Operating Officer of 100Krafts. Ravi Roshan (Founder, Director and CEO), Apurva Kanaskar (Director and Senior Business Development Executive), Ruchika Bora (Creative Director and Senior Director 100krafts), Mrinal Pode (Senior Admin Accounts Manager). 

With an impressive background spanning strategic marketing, finance, and customer relationship management, Rimjhiim has carved her place in the interior design sector through unwavering dedication and a forward-thinking approach. Her journey—from leading various divisions and nurturing teams to empowering people through smart design solutions—exemplifies her role as both a mentor and an innovator. Rimjhiim Charaan’s passion and expertise continue to inspire industry peers and clients alike, affirming her reputation as a driving force behind 100Krafts’ acclaimed growth and excellence.

Pioneering Change in Interior Design

Designs with Soul: The 100Krafts Journey

When Ravi Roshan, founder of 100Krafts, looks at the interior design industry today, he sees a story of transformation — one that mirrors his own 13-year journey of building homes with heart and purpose. 

“At 100Krafts, interiors are not about selling boxes or finishes,” Ravi emphasizes. “They’re about crafting living spaces that carry culture, emotion, and timelessness. A home isn’t just walls and furniture — it’s a reflection of who you are. That’s the evolution we’ve been proud to lead, and one we will continue to build on every single day.”

The Evolution of an Industry

“A couple of decades ago, interiors were a very different world,” Ravi recalls. “Most homes were shaped by local carpenters and contractors — talented, yes, but with little structure. Projects would stretch endlessly, budgets would balloon, and customers had to settle for what was available rather than what they truly dreamed of. There was no documentation, no professional process, and certainly no personalization.”

The arrival of modular brands promised change. Standardization brought speed and scale, but also came at a cost: homes began to look like catalog replicas, lacking warmth and individuality. “The soul of design was being lost,” Ravi reflects.

Challenges Then vs. Now

Then (Past Industry Pain Points):

• Unorganized, contractor-driven ecosystem with no professional accountability.
• Chronic delays, hidden costs, and zero documentation.
• Minimal choice for customers — designs felt repetitive and restrictive.
• Execution quality inconsistent, entirely dependent on individual workers.
• Homeowners burdened with supervision and problem-solving.

Now (Current Industry Gaps):

• Modular brands dominate, but at the expense of personalization and vastu alignment.
• Price transparency is still elusive — the same home can be quoted at wildly different costs.
• Technology adoption is patchy — many players lack proper CRM, project tracking, or post-delivery support.
• Growing demand for sustainability and premium finishes is often unmet.
• Urban lifestyles demand multi-functional, evolving spaces, yet most providers still deliver static solutions.

How 100Krafts Bridges the Gap?

This is where 100Krafts has carved its niche. For 13 years, the company has been solving industry and customer issues day by day, project by project.

• Personalized Consultation: Every design begins with understanding the family — their lifestyle, values, and aspirations.
• Transparency as a Core Value: From ply, MDF, and HDHMR to teak and other hardwoods, every material and finish is openly discussed and documented.
• Process-Driven Execution: Robust project management and an experienced ecosystem of partners ensure both quality and timeliness.
• Vastu-Aligned, Soulful Spaces: Unlike cookie-cutter offerings, 100Krafts integrates tradition and modernity, delivering homes that feel timeless.
• Future-Ready Vision: With initiatives like a new innovative tech based platform (soon to launch), the brand is already preparing to professionalize supplychain, ensuring the next leap of industry evolution.

100Krafts is recognized as a premium lifestyle interior platform within an industry that has traditionally been highly unregulated and driven by commissions. For years, the interior sector remained largely unstructured, with architects, designers, and contractors often managing entire projects independently. Rimjhiim Charaan’s journey began in 2012 when he approached her with the idea of establishing the first comprehensive ecosystem in the interior industry—a concept that did not exist at the time. Having personally experienced the complexities of handling her own home interiors, Rimjhiim immediately recognized the need to bring greater innovation and structure to the market.

Founded in Bangalore during a surge of startup activity, 100Krafts focused on a nascent market, especially in Pune. Driven by a customer-centric philosophy, the company aimed to make home transformation a life-enhancing experience rather than a costly or stressful project. Rimjhiim entered the industry not as a designer, but as a leader with the vision to revolutionize it. Her background in customer success and marketing helped her identify a significant gap between customer needs and industry offerings. The sector’s lack of structure benefited many service providers but left customers underserved.

Drawing on her experience in marketing and affiliate management, Rimjhiim Charaan introduced process orientation, strong female leadership, and a long-term outlook to the company. As she says, “What we set out to build was more than a business or platform—it was an entire ecosystem, creating interdependencies and value for all stakeholders involved.” This holistic perspective continues to shape 100Krafts as it redefines the interior industry.

Building a Customer-Centric Interior Ecosystem

Rimjhiim Charaan began her journey with a clear vision to reform the interior design industry, focusing not just on selling interiors but on creating integrated spaces where every element works harmoniously. She aimed to introduce much-needed processes, transparency, and empathy to an often unstructured market. She believes good interiors should solve life’s problems rather than create new ones, and that genuine customer experience requires more than just transactional interactions.

When founder Ravi Roshan identified new opportunities in Pune, Rimjhiim Charaan saw a challenge and an opportunity to build an ecosystem that supports homeowners’ dreams. Entering a complex and confusing market in 2013, she learned steadily through experience, guided by strong ethics and support from Ravi and her family.

As the business expanded, Rimjhiim tackled delegation by building a team capable of independent thought and ownership, allowing for growth despite high turnover. Managing limited resources, they strategically scaled from smaller projects to larger ones around 2015-16 through effective team building and hiring.

To support growth, the company integrated suppliers for better cost control and smoother operations. Repeat clients and referrals continue to affirm 100Krafts’ success. Current challenges include expanding to more cities, securing funding, and adopting technologies like AI, AR, and VR to enhance customer experience. The journey evolves daily with fresh goals and inspirations drawn from overcoming industry challenges.

Personalized Interiors with a Human Touch

100Krafts sets itself apart in the competitive interior design industry through a distinctive mindset and collaborative approach. Rimjhiim’s key philosophy is that results matter more than excuses, viewing every client project as an opportunity for innovative problem-solving. The company blends wisdom, empathy, practical experience, and sound decision-making to deliver quality solutions. Unlike typical models where one architect or designer controls the process, 100Krafts empowers team members to lead and make decisions, fostering diverse perspectives that often allow projects to progress without direct oversight from Rimjhiim Charaan.

The next line of leaders stand ready to lead and innovate a new 100kafts which can be more efficient and impactful and delivering customer service. Ms Ruchika – Creative head, Ms Apurva – Director and Business Dev manager, Ms Mrinal – Senior Admin and accounts are taking complete ownership, leading with care and grit and facing all challenges with wisdom of experience and skills. They work as a team and with their team to deliver customer success. 

The company strictly avoids repeating designs, even for similar layouts or neighbors, customizing each project to reflect the client’s lifestyle, personality, and family dynamics. While managing many projects simultaneously, 100Krafts ensures each design remains a personalized, handcrafted experience, valuing logic, empathy, and creativity over automation.

The team understands that a home is deeply personal, with every space telling a unique story. They engage closely with clients to capture how they want to feel in each room, focusing on bespoke solutions rather than generic formulas. Embracing complexity and client dreams fuels their creativity throughout consultation, design, and execution. 100Krafts continues to thrive by working as a unified team dedicated to delivering thoughtful, innovative, and individualized interiors.

Empowering Creativity and Collaboration

100Krafts is planning to launch a technology platform designed to make smaller interior projects easier to execute—especially those that do not require extensive consultation. While the company’s signature personalized consultation will remain central, the new tech platform aims to serve clients who desire high-quality work but need less intensive design involvement. The platform will allow these customers to upload their floor plans, receive design codes, purchase materials, and manage their project’s execution through an intuitive system. Funding is being sought to support the development of this innovative solution.

100Krafts continues to prioritize customer engagement, drawing on feedback to guide every aspect of the business. Procurement and factory processes remain focused on client needs, with existing supplier and vendor integrations ensuring smooth order operations. As the company expands, plans include building Franchises across top 10 tier  cities in india, implementing internal management systems like ERP, and leveraging AI to enhance efficiency. After launching the tech platform, 100Krafts expects to explore franchising as a growth strategy, with administrative tools to support franchisees in managing their operations.

Collaboration remains key to 100Krafts’ model, with partnerships formed with freelance designers across various cities. Although industry collaborations have posed challenges in the past, 100Krafts remains open to partnering with like-minded organizations and individuals to support future growth. Ultimately, the company’s future combines advanced technology, strategic team expansion, and innovative business models to reinforce its market presence while preserving its core values.

Industry Acclaim and Media Spotlight

100Krafts has been delivering niche, fully customized, and personalized interior solutions for over a decade in Pune and Bangalore. The company has received widespread recognition and numerous awards from respected magazines and organizations.

• 2014: Featured by Times Group in 2014 and HOME Magazine in 2015.
• 2019: Rimjhiim Charaan was featured in TheCEO.in magazine on the occasion of Women’s Day in March 2019:
  Rimjhim Kumar Charan – The Creative Maverick
• 2019: Felicitated in September 2019 at the prestigious 10K Women Entrepreneur Program by Goldman Sachs through NSRCEL, IIM Bangalore, Cohort 3.
• 2020: 100Krafts featured as Best Performing Company in 20201 by Business Sight Magazine.
• 2021: Ravi Roshan was featured in CEOInsightsIndia.com in 2021: Ravi Roshan – Unique Decor Stories
• 2021: Featured in WomenEntrepreneurIndia.com in 2021 as one of the Top 10 Woman COOs of India: Top 10 Woman COOs of India
• Invited as a Speaker at The BIG Show 2022 in Mangalore on Women in the AEC industry: Instagram Post 1, Instagram Post 2, YouTube Talk
• 2023: Rimjhiim Charaan was featured in DecisionMaker magazine in March 2023 as an influential woman leader: Rimjhim Charan – Elevating Lifestyles
• YouTube Feature
• 2023: Listed among Top Influential Leaders in 2023 by InsightsSuccess Magazine: Most Influential Leaders in Business 2023

Other Awards:

• 2025: Apurva featured among top 40 under 40 interior designers
• 2021: National Architectural and Interior Design Excellence Awards 2021: Leading and Most Creative Design Firm of the Year.
• 2019: Most Innovative Company of the Year 2019 (Maharashtra) under E-Commerce and Technology category by Design Awards India: Design Awards India
• 2015: Most Promising Interior Design Company of the Year 2015 by Worldwide Achievers.
• Recognized as Best Startups by Times Group in 2015.
• Awarded for Business Innovation Emerging Brand by Asian Leadership Awards in October 2015: Asian Leadership Awards

For further insights into why 100Krafts is a preferred choice for home interiors, watch this exclusive video: Why Choose 100Krafts

Additionally, Rimjhiim Charaan is certified in Vastushastra, adding traditional expertise to her modern approach. This comprehensive media coverage and numerous accolades highlight 100Krafts’ commitment to excellence, innovation, and leadership in the interior design industry.

Interior Design Trends & Innovations for 2025

• AI-driven design: Increasing use of AI for home modeling and design options.
• AR/VR visualization: Enhanced immersive experiences for clients.
• Tech-enabled services: Online booking platforms for easy access and transparency.
• Education partnerships: Bridging gaps with practical college collaborations.
• Skill development: Offering courses to prepare industry-ready designers.
• Future focus: Combining technology, education, and client experience for growth.

Interior design is rapidly evolving, especially with younger homeowners wanting their homes fully designed immediately after purchase, unlike the gradual upgrades of the past. Builders are also beginning to include interiors like storage solutions upfront. A major trend for 2025 and beyond is the increasing use of AI, with many clients creating AI-generated models of their dream homes. AI helps raise awareness of possibilities and offers options that reduce the need for full consultations. Augmented reality (AR) and virtual reality (VR) are also gaining prominence to help clients visualize designs more immersively.

As 100Krafts expands to multiple cities, it aims to create a tech-driven, professional service model similar to platforms allowing clients to book interior services online with assured quality and transparency. AI will play a key role in reducing client trust issues by validating designs, generating quotations, and offering recommendations. Furthermore, 100Krafts is addressing the gap between interior design education and industry needs by partnering with colleges to offer practical courses, preparing students to become industry-ready professionals. The company plans to expand these educational collaborations to nurture talent and strengthen the industry’s future workforce. By embracing AI, AR/VR, tech-enabled services, and education partnerships, 100Krafts is positioning itself at the forefront of the evolving interior design industry.

Building a Women-Intensive Interior Design Company

100Krafts is a women-intensive company, with approximately 70-75% of its workforce being women, and Rimjhiim Charaan actively encourages more women to join the interior industry. She highlights that there are many roles beyond design where women can thrive and promotes collaboration with institutes to offer diverse courses supporting women’s participation.

Rimjhiim Charaan’s vision is for 100Krafts to become a comprehensive solution for all interior needs—ranging from creativity, innovation, and consultation to design, turnkey projects, and commercial interiors. The company aims to address industry challenges and academic gaps by partnering with universities and colleges to provide students with valuable industry experience.

100Krafts strives to build a holistic, socially responsible company that values the personal nature of interiors by offering customized services that truly fulfill client needs. Over the next five years, the company plans to grow into a million-dollar and eventually billion-dollar enterprise with a strong technology foundation. Expansion to 10 cities, including smaller towns, is targeted, alongside efforts to regulate the industry by certifying, validating, and training reliable vendors and elevating skilled trades as respected careers.

Central to its vision is creating an ecosystem supporting families, students, and interior professionals who currently face resource shortages. Besides business growth, 100Krafts is committed to social responsibility through environmental initiatives like planting 1,000 trees per customer and donating furniture to underprivileged institutions.

Ravi and Rimjhiim Charaan and team are dedicated to transforming the interior industry by fostering innovation, inclusivity, and sustainability, building a lasting legacy in the field.