Hrushikesh Vaishampayan, Founder, Ritz and Muse Pvt Ltd, shares his vision of redefining luxury through curated products and integrated solutions. He discusses design-led execution, collaboration with architects, and emerging opportunities in India’s premium design landscape.
Could you take us through the journey of Ritz and Muse, from its inception and the vision behind the brand to the key milestones that have shaped its growth?
Ritz and Muse was conceived around a simple gap we saw in the Indian design ecosystem: there was no shortage of exceptional products, but there was a shortage of integrated solutioning.Our intent was to bring together differentiated brands across the built environment and make them accessible through one design-led platform.
We started with the belief that a premium product is valuable only when it is correctly specified, appropriately integrated and well executed. That led us to build Ritz and Muse not merely as a distributor, but as a solutioning partner architects, interior designers, developers and discerning clients.
Over time, our portfolio has expanded across premium System aluminium windows and doors, architectural shading, ceilings, lighting, smart privacy solutions, flooring, veneers, insect screens, tiles and bathroom solutions.
Our association with Eternia(by Hindalco) has been particularly significant in the fenestration space, where high-performance aluminium window and door systems have become an important part of our offering.
The larger milestone, however, has been our evolution from selling products to participating in the creation of spaces.Today, we are looking at the next phase—building a stronger pan-India presence, entering new categories and bringing more technology, wellness and design innovation into the Indian market.
What is the philosophy and design ethos that defines Ritz and Muse? How does this translate into the products, solutions and experiences you offer?
Our philosophy is curated luxury with purpose.We don’t believe luxury is simply about using expensive materials. A truly premium space should make you feel better, function better and experience better.
We therefore look at design through five dimensions: light, sound, space, touch and control.
A window, for instance, is not just a window—it influences light, ventilation, acoustics and the relationship between the interior and exterior. A high-performance aluminium system by Eternia can become an important architectural element rather than merely a functional opening.
So, when we evaluate a brand or product, we ask three questions:
Is it beautifully designed? Is it technically credible? And does it meaningfully improve the space?
That is the filter through which we curate our portfolio.
What are the key products and services offered by Ritz and Muse today? Could you also elaborate on the areas of specialisation that distinguish the brand?
Ritz and Muse brings together a curated portfolio of premium brands across the built environment.
One of our principal categories is System aluminium windows and doors, where our association with Eternia(by Hindalco) gives us access to high-performance fenestration systems for contemporary residential and architectural applications.
Our wider portfolio includes, switchable privacy solutions through BenQ, architectural lighting through Ligman, flooring and veneers through Mikasa and Decowood, insectscreen systems through Phifer, tiles through RAK Ceramics and bathroom solutions through Kludi.
But I would say our real specialisation is solutioning rather than products.
We can engage with a project at the specification stage, help identify the appropriate system, provide technical inputs, work through commercial and BOQ requirements, coordinate supply and installation, and remain involved through execution and service.
That is particularly important in premium projects because the difference between a good product and a good outcome is often execution.
Which segments of the design and built environment does Ritz and Muse primarily cater to?
Our strongest focus is the premium and luxury end of the built environment.
This includes luxury residences, high-end residential developments, hospitality, commercial spaces, offices, retail, developer projects and architect-led projects.
Fenestration is an especially important part of this ecosystem. With solutions such as Eternia, we work with architects and developers who are looking for a combination of contemporary aesthetics, performance and large-format architectural openings.
But our segmentation is less about the type of building and more about the level of design intent.We are particularly interested in projects where material selection, detailing, technology, performance and execution are integral to the design outcome.
Our ecosystem therefore includes architects, interior designers, developers, PMCs, contractors and premium homeowners.
We often enter a project through the designer, but our responsibility is to help carry that design intent through the entire execution chain.
Architects and interior designers play an important role in the design ecosystem. How does Ritz and Muse collaborate with design professionals, and what does the brand bring to these partnerships in terms of customisation, expertise and execution?
We don’t see architects and interior designers simply as customers. We see them as design partners.
Our role is to understand what the designer is trying to achieve and then help translate that intent into a technically and commercially viable solution.This becomes particularly relevant in areas such as fenestration, where factors such as opening sizes, sightlines, profiles, glass specifications, performance, finishes and installation detailing can have a direct impact on the architectural outcome.
That could mean recommending a particular system, developing a customised configuration, providing technical detailing, arranging samples or mock-ups, assisting with value engineering, or working with the site team during execution.
The important part is that our involvement doesn’t ideally stop at specification.There is often a significant gap between what is designed on paper and what eventually gets built. We try to bridge that gap.Our proposition to designers is therefore quite simple:
You bring the design intent; we help make it executable.
Could you highlight some of the architects, interior designers, design studios, or developers you have worked with, along with 3–5 notable projects where Ritz and Muse has been involved?
We work closely with leading design practices including GA Design, Talati & Partners, Hafeez Contractor, Somaya Sampat Architects and Malik Architects, across projects such as Bombay Scottish School, Ahmedabad Airport, Hindalco, L&T, NY Cinema and Water Stone.
A project that particularly reflects our approach is Bombay Scottish School, Mahim, where we worked with Somaya Sampat Architects on the fenestration solution. The challenge was to introduce an upgraded window system while respecting the school’s historic character and architectural legacy. Our solution with Eternia’s system aluminium windows, focused on maintaining the visual language of the existing building while improving performance, functionality and child safety demonstrating how technology can be integrated without compromising architectural identity.
Similar solution-led interventions across our other projects reflect our approach of working with designers to translate their intent into technically sound, practical and executable solutions.
Looking ahead, how do you see Ritz and Muse evolving? What new categories, collaborations, innovations or opportunities are you looking forward to in the Indian design landscape?
I think the definition of luxury in India is changing.Luxury is moving beyond what is seen to what is experienced.People increasingly want better light, better acoustics, privacy, comfort, automation, energy efficiency and wellness. Technology is becoming part of the architecture rather than something added afterwards.That is where I see a significant opportunity for Ritz and Muse.
We want to build a portfolio where design, technology and performance converge—from high-performance fenestration and smart privacy to shading, architectural lighting and wellness-led products.
Windows will continue to be an important part of that conversation. The modern façade is increasingly expected to deliver aesthetics, natural light, thermal and acoustic performance, larger openings and a seamless relationship between inside and outside.Our work with Eternia sits very naturally within that evolution.
We are also looking at expanding geographically with Bengaluru, Pune and Delhi.At the same time, we will continue looking globally for specialised brands that can bring something genuinely differentiated to India.
But growth for us is not about adding more brands.It is about adding more relevance.
The long-term ambition is to make Ritz and Muse a platform where architects and designers can discover exceptional materials, technologies and solutions—and know that there is an equally strong execution capability behind them.
