The inception of the brand name IMUR comes from the initials of the four members of the family, the mother, daughter, father & the son.

The experience of the father and the exuberance of the son, their ability to comprehend the dynamism of the Indian ecosystem.The urge to be empowered and not be buyer dependent enabled them to take the decision of creating their own state of the art brand & creating their ownlegacy.

Now Zashed made their thoughts and dreams into a practical & commercial reality.

IMUR is a mixture of class, sophistication and another vision in the category which probably nobody would have ever contemplated to be in such a space with vast array of catalogue and well articulated designs.

IMUR is igniting the aesthetics of the people who are not only living in the penthouses in the suburban areas but also who aspire to decorate their home in the same manner.

IMUR is not a brand it’s an emotion & it was conceptualised thinking of what is happening in the world with the pandemic coming in and people were confined to their homes. With a niche space of it’s own & a diversified portfolio IMUR offers something contemporary to the Indian consumers and people wished to beautify their homes, because that’s the place where the heart is. We want to be in a very sophisticated space where we express ourselves because that’s our home. That’s when we introduced IMUR.

When everyone was locked, we understood the value of going out travelling and exploring. So we wanted to create an exclusive range of travel, luggage, multiple accessories & products.

The IMUR man stays at home & the IMUR man travels with us.

It’s a very monopolistic competitive area where we are witnessing a lot of new age brands like Nappa Dori, Da Milano or Bent Chair coming into this segment.Everybody gets inspired from something but our inspiration was also not limited like our brand & hence we are the best of the lot. We chose brands with a certain language of their own and converted it into a universe of unspoken languages. The product line of IMUR offers a rejuvenated experience for our targeted consumer base.

Where they feel that these products are technically not customised but are very personalised, and that’s IMUR for you.

The salient purpose of the brand is to convert your home into a piece of art through a range of exquisite products from bar tables, cushion covers, leather mirrors, poufs & furniture.

Imagine you taking a flight & having all the required accessories personalised & highly customised from duffle bag, file holder, laptop sleeves, wallet, passport cover, sunglasses holder & many more of high class design.

All products have been meticulously designed & concocted by the creative team of Zashed.

SWOT Analysis is age old,

For the New-age Brand, We present Cohort Analysis :

My set of Cohort:

Here’s a 24 year old guy, a young tech aspiring billionaire. He is achieving heights on and on, making money with his entrepreneurial instinct & zeal. He travels the world with IMUR as his companion. He knows what he wants and works smart to get it done, be it a great business vision or a tangible thing which gives him pleasure. He is sophisticated yet charming. He is a perfectionist yet not fussy

He is an IMUR Man

Here's another cohort, he is a 55 year old billionaire. Now, he is chilling at home with his IMUR bar. Being a perfect host for his family & friends, serving the best aged classic single malt & pouring the ice from the IMUR tray with the beautiful IMUR tong.

He sits in the IMUR lounge, reminiscing the good old days. Thinking how life was beautiful then, beautiful now & how beautiful life will be going forward.

Either you be a billionaire or aspire to be a billionaire the product is for you.IMUR is a part of both of their wonderful & successful journeys.

Every man loves his drink but there were no branded accessories for the same.

People love to host parties after a treacherous day of work, but that’s the fragility of the market that there is no brand to make the experience as amazing as it should be

People want to travel, there are a lot of luggage brands but all run of the mill,doing the same tan black without any innovation.

People love to experiment with their adventurous side & IMUR tickles their fancy.

Being D2C, IMUR understands the dynamics of the market & doesn’t want to drill a hole in the pocket of the customer, where the brand is eliminating the bad boys of the business from distributors, wholesalers to retailers.

The factory’s sweat is directly converted into the runway glamour of their homes.

A well curated & customised range of products from bar tables, cushion covers, poufs, leather mirrors, duffle bag, file holder, laptop sleeves, wallet, passport cover, sunglasses holder and many more. Giving a sense of class to the Indian men. A huge range of products to beautify your home.Be it you or your home, IMUR has got you covered.

Some brands fill the gap of the market but only a few brands create a gap in the market, IMUR is one such brand. The brand has been opportunistic since its inception and will continue to do so over the years.

The revenue in the Luxury Leather Goods segment amounts to US$1,651m in 2021 in India. The market is expected to grow annually by 8.49% (CAGR 2021-2025).

In global comparison, most revenue is generated in the United States (US$11,640m in 2021). In relation to total population figures, per person revenues of US$1.18 are generated in 2021.

With 8.49% CAGR, India is a highly growing market for luxury leather goods. By next financial year IMUR is looking to grow its market share by 5 per cent year on year.

The brand plans to do its best to grow the business and we are optimistic about our growth in the Omni-channel marketspace.