Raseel Gujral Ansal: I am still not at the pinnacle of success

Ekatmata Sharma

March 7, 2020
5 min read
Casa Paradox Casa Pop Leaders of India Navin Ansal Raseel Gujral Ansal

Lifestyle designer and entrepreneur Raseel Gujral Ansal continues to dominate luxury space with her multiple verticals ~ RGA Design, Casa Paradox & Casa Pop. She revisits her long journey but tells Ekatmata Sharma her best is yet to come

Raseel Gujral Ansal’s Casa Paradox’s luxe headquarters is a heaven of creativity with additional compliments in the form of legend Satish Gujral’s paintings and sculptures. As we gaze at the walls, Raseel instantly informs, “We recently celebrated 30 years in design, and my father made a 9 ft sculpture to depict my journey that he also unveiled at an event as a surprise for me.” Ace artist Satish Gujral is a powerhouse of talent and his acumen flows down to his daughter quite efficiently. “Born in a creative family, where both my parents were involved in creative endeavour, it was part of my DNA,” says Raseel, immaculately dressed in a white and red floral sari, looking as graceful as ever.

The seed of architecture and design was sown into her quite early in life. “I have seen my father’s architectural projects, since the time they were dug up. Right from the drawing board to the completion of the project, I have seen it all,” she says. It was in 1986 that she started practising as an interior architect but Casa Paradox came into being after she met Navin Ansal in 1992. Both of them realized there was a huge potential in the furniture business. Years later, the partners in life are heading three labels. “The design business is called RGA Design, which is into architecture and creative designs. Casa Paradox is the luxury end of business. And Casa Pop, launched 5 years ago, is the prêt diffusion in interiors and accessories,” she says.

In three decades, the ‘woman of substance’ has achieved several milestones. She chuckles, “The fact that we have survived all these 30 years is a big milestone. We were the first to get into retail. We still continue to be the indigenous luxury brand. Three years ago, we were the only Indian brand to display at Maison et Objet, France, and were positioned next to Fendi and Kenzo. We were adjudged one of the three best stands.”

Yet, she believes the she hasn’t arrived yet. “I am still not at the pinnacle of success. I think the best is yet to come. I believe you never know enough. Only when you know nothing, do you think you know something. I don’t claim to know I know much about business. There is always something more that your experience teaches and you are always learning,” says she.

Rapid globalization, emerging technology and changing consumer behavior continue to reshape the luxury industry. With a downfall in luxury furniture, her company decided to shift the vision. “We started retailing furniture in 1995 and in 2016, we made a conscious decision to not retail anymore. So we closed Mumbai’s flagship store and moved into a bespoke space, where we are sitting right now. We don’t want to retail, nothing here is for sale. We want to communicate the brand philosophy here,” informs Raseel.

Coming from a lineage of successful artist, she strongly believes there is no formula to success. She elucidates, “Money follows the passion and passion doesn’t follow money. In order to be happy you have to be passionate about what you do. Then you need no other thrill. And you need no other form of entertainment. I don’t need a holiday. I don’t buy this or that in order to feel validated. That is the most core lesson.”

Raseel has come a long way with her vision of luxury living and now gears-up to take a different route. “Man proposes and god disposes. I have come to a point in my life, where I know best laid plans are turned around. There is whole business of scaling Casa Pop in a particular way. We want to take the bespoke model of Casa Paradox internationally to UK or to Middle East to start with. There we already have a large customer base. It is not a very cushioned optimistic time within this country. One has to look at other countries. In fact we should take the problem as a gift. As it compels you try something else,” signs off Raseel on a hopeful note.