Ashok Kularia of ANJ Group on Design & Build Leadership, Future-Ready Workspaces, and Execution-Driven Growth

StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future.

In this edition of Recap’25, StartupTalky speaks with Ashok Kularia, Managing Director of ANJ Group, who reflects on a year where execution discipline, process strength, and future-focused design defined success in India’s commercial build-and-design ecosystem. As clients demanded faster delivery, greater flexibility, and sustainable outcomes in 2025, the sector faced rising cost pressures, tighter timelines, and evolving expectations around workplace functionality.

Kularia shares how ANJ Group strengthened its end-to-end Design & Build model by tightening project controls, deepening in-house execution capabilities, and investing in standardised processes and vendor partnerships. The conversation explores how insights from on-ground projects shape product strategy, the metrics that matter beyond topline growth, and why ownership-driven delivery has become a key differentiator in complex commercial environments.

StartupTalky: What is the core focus of ANJ Group's work across projects, segments, and services, and what long-term vision guides your decisions?

Ashok Kularia: At ANJ Group, our core focus is delivering end-to-end Design & Build solutions for commercial, corporate, hospitality, and institutional environments. We operate across the entire project lifecycle from workplace strategy and design coordination to execution, delivery, and post-handover support.

Our long-term vision is to build future-ready work environments that balance functionality, human experience, sustainability, and scalability. Every decision we make is guided by one question: Will this solution remain relevant, resilient, and responsible five to ten years from now?

StartupTalky: Reflecting on the past year, what were the most significant challenges faced in the build-and-design and commercial workspace sector, and how were they addressed?

Ashok Kularia: The past year brought a mix of cost volatility, compressed timelines, evolving client expectations, and supply-chain uncertainties. Additionally, clients demanded higher flexibility and faster delivery without compromising quality.

We addressed these challenges by strengthening in-house capabilities, tightening project controls, and investing heavily in process standardisation and vendor partnerships. Transparent communication, real-time reporting, and early risk mitigation became central to how we operated and helped us maintain delivery commitments despite external pressures.

StartupTalky: How does ANJ Group stay ahead of industry trends to shape product offerings and marketing strategies?

Ashok Kularia: Staying ahead requires both market intelligence and on-ground learning. We closely track global workplace trends, regulatory changes, sustainability benchmarks, and evolving employee behaviour, while simultaneously learning from every project we execute.

Our leadership teams work closely across design, execution, business development, and marketing, ensuring that insights from projects directly influence our offerings and brand communication. This integrated approach allows us to respond to trends early rather than react late.

StartupTalky: In today’s evolving built-environment landscape, what key metrics do you track to assess business growth, project performance, and client satisfaction?

Ashok Kularia: We track a combination of financial, operational, and experience-driven metrics, including:

• Project delivery timelines and cost adherence
• Repeat business and long-term client retention
• Safety, quality, and compliance benchmarks
• Client satisfaction scores and post-handover feedback

Equally important, we monitor internal productivity and team engagement, as sustainable growth is impossible without a strong internal ecosystem.

StartupTalky: What are the unique selling propositions (USPs) of your projects, and how have they contributed to brand success?

Ashok Kularia: Our strongest USP is ownership-driven delivery. Clients engage with us not just as contractors, but as long-term partners who take complete responsibility for outcomes.

Other key differentiators include:

• Strong in-house execution and manufacturing capabilities
• Deep understanding of commercial workplace functionality
• A balance of speed, quality, and cost certainty
• Proven experience with complex, large-scale projects

These factors have helped us build trust, win repeat mandates, and strengthen brand credibility in a competitive market.

StartupTalky: Can you share any effective growth hacks or marketing strategies implemented by ANJ Group?

Ashok Kularia: One of our most effective growth strategies has been letting projects speak for the brand. Instead of over-relying on traditional advertising, we focus on thought leadership, case studies, industry recognition, and client advocacy.

Internally, we align marketing closely with operations ensuring that what we communicate externally is always backed by execution on the ground. Consistency between promise and performance has been our strongest growth driver.

StartupTalky: What is your business vision for the next five years, and what strategic steps will help achieve it?

Ashok Kularia: Over the next five years, we aim to strengthen our leadership position in India’s commercial Design & Build ecosystem, while expanding capabilities in sustainability-driven projects, integrated workplaces, and large-scale developments.

Key strategic steps include:

• Investment in technology, process automation, and data-driven execution
• Expanding pan-India operational depth
• Building future leadership through structured talent development
• Deepening partnerships across design, sustainability, and innovation domains

StartupTalky: As a leader, how do you foster a culture of mutual respect within your organisation?

Ashok Kularia: Mutual respect begins with clarity, accountability, and empathy. We encourage open communication, value on-ground teams as much as leadership roles, and ensure that contributions are recognised at every level. By promoting transparency, fairness, and inclusivity, we create an environment where people feel respected not just managed. A culture of respect naturally translates into stronger collaboration and better outcomes.

StartupTalky: What future growth opportunities do you foresee in India’s commercial real estate and workspace design ecosystem?

Ashok Kularia: India’s commercial real estate sector is entering a phase of quality-led growth. Demand for flexible workplaces, sustainable buildings, technology-enabled offices, and employee-centric environments will continue to rise. There is significant opportunity in Grade-A commercial developments, mixed-use spaces, green retrofits, and large-scale workplace transformations, especially as global firms expand their India presence.

StartupTalky: What key business lessons have you learned during your entrepreneurial journey, and what advice would you offer fellow founders?

Ashok Kularia: One key lesson is that long-term credibility always outweighs short-term gains. Consistency, discipline, and integrity compound over time.

To fellow founders, our advice would be:

• Build strong fundamentals before scaling fast
• Invest in people and processes early
• Stay adaptable, but never compromise on core values

Sustainable businesses are built on trust internally and externally and that trust takes time, patience, and commitment.

Explore more Recap'25 interviews here.