While most know Sussanne Khan as Hrithik Roshan’s ex-wife, she has carved out her own identity as a successful entrepreneur. She is one of India’s most sought after celebrity interior designers. She is the founder of The Charcoal Project, which she describes as the country’s first conceptual home store. However, her journey was not easy. In a recent conversation with Zero1 Hustle by Zerodha, Sussanne revealed how she faced severe criticism when she first launched her venture. Today, however, she charges between ₹1,200 to ₹2,000 per square foot–translating into fees of around ₹25–30 lakh for designing a 1,500 sq ft luxury apartment in Mumbai’s upscale suburbs.
Having grown up watching her mother, who herself was a renowned interior designer, Sussanne developed an eye for colours and design as early as age five. Still, her entry into the profession was not easy.
‘Received flak for starting The Charcoal Project’
“In 2011, we started The Charcoal Project. It was India’s first conceptual home store. Nobody had thought of it before — everyone was selling furniture, but no one offered conceptual design. In the beginning, I faced so much flak. People dismissed me as just another ‘celebrity interior designer’ because, in those days, everybody seemed to be becoming one. They didn’t know my backstory,” she recalled.
Sussanne admitted that building her business came with challenges, especially on the financial side. “I don’t have a math brain. I might be an entrepreneur, but when it comes to finances, I needed help. My brother-in-law guided me through that part,” she said.
Her company now runs on two verticals: producing custom furniture and design products for architects and interior designers, and undertaking full-fledged design projects. While the business initially relied on imports from Europe and China, it has shifted to local manufacturing. “For the last four years, everything is produced in Maharashtra. We don’t have a factory yet. Bringing all of those people under the same roof is a lot of money. I am still working out the math for that,” she added.
Like many entrepreneurs, the COVID-19 pandemic forced her to rethink her strategy. “In 2021, our business was hit. We had two levels at our store. I gave the top level on rent to Decathlon on a long lease. I realised I didn’t need that much space. Now, I am preparing to launch in another city,” she said.
Sussanne Khan charges between Rs 30 to 40 lakh for a 1500 sq ft apartment
Explaining her fee structure, Sussanne revealed: “We charge a flat design fee per square foot. We don’t take commissions on what clients buy. For a 2,000 sq. ft. apartment, depending on the client’s budget, location, and choice of materials, fees range from ₹1,200 to ₹2,000 per sq ft. I take 30% upfront before starting work and then create the design. Once they finalise it, I take money for the materials, and we do the work room by room.”
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Sussanne shared as she evolved as a creative person, The Charcoal Project underwent several reinventions.
“In the last decade, we have renovated the store about five times–changing colours, layouts, aesthetics. Each change costs money. So, whatever you earn goes back into the business. That’s the cycle. My goal now is to sustain creativity while scaling it. If we can do that, we will earn more, expand to other cities, and grow online,” she said.
She acknowledged that many doubted her in the beginning. “People told me, ‘This won’t work. You’re putting in too much money and effort. You will fizzle out in a year.’ But by God’s grace, we are still standing strong after 14 years. Money comes and goes, but balance is key. Reinvesting is very important.”
Sussanne Khan’s first big cheque
Sussanne also reflected on her career beginnings. She started with unpaid internships, followed by work at her mother’s company, where she was given single rooms to design. By 21, she landed her first major project–an entire apartment. It earned her ₹2 lakh.
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“That project opened doors for me. At that time, I didn’t have a store; I was just working with my mom. Everything was word-of-mouth. But that big break gave me confidence and visibility,” she shared.
