SOISU Furniture.
SOISU Furniture brings Italian design intelligence and a single promise of comfort, engineered for the way India actually lives, to a category long defined by discounts and broken assurances.
When Rohan Shah set out to furnish a new family home in Worli, he did what aspirational India increasingly does: he skipped the local carpenter and bought a ready-made imported bed, arranged through an agent for â¹2.5 lakh on the promise of flawless quality and doorstep service. The piece looked exquisite; immaculate stitching, a price that seemed to justify itself. Within six months, it was unusable: first a wobble, then a collapsed leg, then a failing sideboard. And when the family went looking for the help they had been promised, there was none; no factory to call, no agent who answered, no accountability of any kind.
"That experience stayed with me," says Rohan Shah, Co-Founder and CEO of SOISU. "A home isn't just another transaction; it's a dream a family builds together, often with a lifetime of savings, and every piece inside it shapes their health and happiness every single day. What I was left with said everything about how furniture is sold in this country: no after-sales service, only discounts."
The episode exposed a problem far larger than one bad purchase. Furniture in India is at once a luxury and an absolute necessity; no family can move into a home without something to sit and sleep on; yet the category remains fragmented, unorganised, and too often misleading. The imported route had failed; the domestic one proved no better. From the workshops of Bhiwandi to the showrooms of Lower Parel, the Shahs found the same pattern: little built to fit Indian homes, long waits for anything customised, and sales staff who could quote a price but not explain quality. Even the celebrated architect they had hired never once asked how the furniture was actually made.
"In a country of 1.4 billion people, the fact that most of us can name just one furniture brand we truly trust says everything about the opportunity," Shah notes. India's per-capita furniture spend remains among the lowest in the world, even as its aspirations climb.
That gap became SOISU. Co-founded by Rohan Shah and Chetan Shah, Chairman of Ashapura Minechem Ltd (NSE: ASHAPUR), one of India's largest publicly listed minerals companies, the brand set out to answer a single question: what would furniture look like if it were designed for the way India truly lives?
For Chetan Shah, the venture is an extension of a deeper conviction. "At Ashapura, we work on the critical minerals India needs to grow," he says. "Furniture may not be a natural resource, but it touches every Indian household. Bringing aspiration, affordability, accessibility, and - above all - transparency to this category is a problem worth solving with the same seriousness."
SOISU's answer is a model it calls Standard Bespoke: world-class design intelligence drawn from the Italian tradition, combined with components sourced globally - full-grain leather from the tanneries of Friuli, high-density European foam, German mechanisms, then assembled, finished, and quality-controlled in India. Its assembly facility in Bhiwandi, Maharashtra, anchors a model built for accountability: named partners, an in-house quality team, a 21-day made-to-order promise, and the after-sales service that an import-only channel structurally cannot offer.
Crucially, every specification is re-engineered for Indian reality. "We build for the way India lives," says Rohan Shah. "For floors mopped with soap and water, for dining tables that meet oil and spice, for beds that need real storage and the stability to last. If you want to sell to Indians, you have to build for Indians, fabric-forward, climate-conscious, and honest about what's inside."
Guided by integrity, transparency, innovation, and speed, and a determination to make genuine luxury accessible, SOISU has set itself an ambitious goal: a 15%-plus share of India's furniture market. Or, as its founders put it more simply, to make SOISU furniture for every moment.
SOISU Furniture LLP, co-founded in 2019 by Rohan Shah (CEO) and Chetan Shah (Chairman, Ashapura Minechem Ltd, NSE: ASHAPUR) and headquartered in Prabhadevi, South Mumbai, is a premium furniture brand bringing Italian design intelligence to Indian homes. Under its Standard Bespoke model, SOISU designs in the Italian tradition, sources components globally, and assembles in India, at its Bhiwandi, Maharashtra facility, and an announced expanded facility in Kutch, Gujarat: delivering fabric-forward, material-inclusive, and climate-conscious furniture in 21 days across India. The brand is built on transparency, accessible luxury, and a single promise: comfort. SOISU is furniture for every moment.
