Sushank Arora, the founder and CEO of Nyra Kitchenware, has always been an entrepreneur at heart. His journey, however, wasn’t a direct path into the kitchenware industry. Before launching Nyra in 2020, he was deeply involved in various ventures, including a startup in Kanpur that eventually became redundant due to COVID-19. But business was in his blood—his family had been in the kitchenware industry for three generations.

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Like many young professionals, Sushank initially wanted to carve his own path. His career took him to exciting places, from handling international media at the 2010 Commonwealth Games in Delhi to working with Doordarshan and an American multinational corporation. But his entrepreneurial spirit kept pulling him back.

In 2016, he founded Salons Nearby, an aggregator platform that connected users with top-tier salon brands like VLCC and Lakmé across 12 cities. This venture gave him valuable insights into consumer behavior, investor dynamics, and scaling a business. While the startup was successful, Sushank felt his learning curve wasn’t yet complete. It was after exiting this venture that he stumbled upon the booming D2C (Direct-to-Consumer) trend, which ultimately led him back to his roots—kitchenware.

Observing a Significant Gap in the Market

Sushank observed a gap in the market. Sitting in his family’s retail shop, he noticed that while people understood the health benefits of materials like brass and bronze, they lacked clarity on which utensils to cook, eat, and store food in. Given his deep familiarity with the industry, he realized there was an opportunity to educate consumers and build a brand that focused on both tradition and modern needs.

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That’s how Nyra Kitchenware was born. The brand quickly gained traction, selling over 2 lakh (200,000) orders and becoming a top seller on Amazon. Recently, Nyra was also onboarded onto Myntra, JioMart, and Flipkart, expanding its digital footprint across major e-commerce platforms in India.

Focus on Quality, Functionality, and Trust

Sushank acknowledges that kitchenware isn’t a “sexy” business. Unlike fashion, where impulse buys are common, people don’t buy kitchen items without a clear purpose. His wife, for example, frequently buys shoes on a whim, but when it comes to utensils, purchases are need-based. This makes branding in the kitchenware space fundamentally different. Instead of glamour, it must focus on quality, functionality, and trust.

Understanding consumer behavior has been key to Nyra’s growth. Some buyers are drawn to fancy, modern innovations like triply cookware with honeycomb non-stick coatings, while others prefer the time-tested materials their ancestors used. Nyra caters to both segments by balancing tradition with innovation.

Scaling Beyond India

With strong success in the Indian market, Nyra Kitchenware is now setting its sights on expansion into other major marketplaces within India and internationally. The brand’s mission is to make high-quality, durable kitchenware accessible to consumers worldwide, blending traditional wisdom with modern functionality.

Sushank is determined to build a lasting brand, learning from past business failures like Nokia missing the smartphone revolution. He believes in staying ahead by adapting to market trends while staying true to Nyra’s core values. With India’s evolving e-commerce landscape and strong logistics networks, the brand is well-positioned for continued expansion.

For Sushank Arora, Nyra Kitchenware isn’t just a business—it’s a mission to bring knowledge and quality cookware into every home, ensuring that the traditions of the past meet the needs of the present.