ABOUT
BEYOND BASICS
COLLECTION
At Beyond Basics Collection, we believe everyday essentials deserve more than just utility—they deserve thought, quality, and care. Built on years of corporate excellence and real-world retail experience, our brand is driven by a deep understanding of people, processes, and purpose.
With a strong foundation in operations, customer experience, and retail strategy, we focus on creating products that are functional, reliable, and thoughtfully designed to enhance everyday living.
Crafted for Durability
Affordable Korean Luxury
Designed for Everyday Joy
Thoughtful Gifting Made Easy
THE MINDS BEHIND THE BRAND
A team of professionals with diverse expertise, working together to create products that are functional, realiable, and thoughtfully designed for everyday living.
Chirag Ruparelia
Operations and Quality
17+ years of experience in Customer Service and Business Process Services with leading corporates. Expert in project management and quality systems.
- Certified Internal Auditor (ISO 9001:2000)
- Certified Green Belt
- PRINCE ® Practitioner
Hemali Barbhaya
HR and Marketing
MBA in Finance with 12+ years of expeeriencce in people management and brand building. She ensures strong customer connections and a people – centric approach.
- Strong customer connection
- Efficient resource management
- A brand that grows with integrity and empathy
Yash Barbhaya
Retail Sales and Operations
13+ years of hands – on experience in retail. He understands consumer behaviour and ensures our products are relevant, accessible, and customer – friendly.
- Consumer Behavior
- Retail execution
- Product placement and availability
Our Approach
We believe everyday products should combine simplicity, functionality, and thoughtful design. Each product is carefully selected to ensure it not only looks good but also serves a practical purpose in daily life.
Our focus is on delivering quality, usability, and long-term value, so that every product becomes a reliable and meaningful part of your everyday routine.
Our Process
1
inspired by real life
We draw inspiration from your everyday life – blending Korean aesthetics with playful simplicity to create products that feel joyful, functional, and seamlessly part of your world.
2
designed with purpose
Every detail is thoughtfully crafted with durable, high-quality materials to balance cuteness, style, and everyday usability because essentials should be as fun as they are reliable.
3
delivered with care
From cute packaging to a smooth shopping experience, we make sure each product reaches you with the same joy and intention it was designed with.
Our mission
To deliver high-quality, functional, and aesthetically pleasing lifestyle products that enhance everyday living. We strive to offer thoughtfully designed products that combine practicality with style, ensuring comfort, convenience, and long-term value in every use.
Our vision
To build a trusted lifestyle brand that blends design, quality, and accessibility into everyday experiences. We aim to create products that are not only visually appealing but also practical and dependable, making them a seamless part of daily life.