101 Guide on How to Start Your Own Furniture Brand with Wriver

Did you know India’s furniture and home décor market is among the fastest-growing in Asia, estimated to cross USD 38 billion by 2026? Well, furniture is no longer about heavy, bulky woodwork tucked away in homes. Today, it’s a reflection of personality, taste, and lifestyle. With the rise of global design exposure and social media, people now view their homes as creative extensions of themselves.

Whether it’s minimal, modern, or traditional with a twist, design and comfort now go hand in hand. And with more people exploring this space as entrepreneurs, furniture has transformed into a booming creative business opportunity. So, if you’ve ever dreamed of launching your own furniture brand, this 101 guide will help you understand how to do it — with insights from Sajal Lamba, Co-founder of Wriver, one of India’s most admired modern furniture brands.

The Brand & the Buzz Around It

Founded by four friends — Kapil Bharti, Jitender Singh, Sudhir Verma, and Sajal Lamba — Wriver was born from a simple yet powerful idea: that India’s craftsmanship and design heritage could redefine luxury on its own terms. “Luxury in India was often associated with global brands,” says Sajal Lamba. “We wanted to change that — to create something unapologetically Indian, modern, and minimalist. Our goal was to define a design rooted in craftsmanship yet relevant globally.” From launching their first store to opening a stunning Experience Centre in Gurugram, Wriver has grown steadily, earning awards like EDIDA for Design Excellence and expanding across the country. But more than growth, Wriver represents a mindset of quality, longevity, and intent.

What’s the Hype Around Furniture Right Now?

“There has always been an inherent interest in shaping one’s personal space,” explains Lamba. “What has changed now is access. Globalisation and media have exposed people to diverse aesthetics and design cultures", he further adds. The pandemic amplified this change. People started spending more time at home, realising how design affects comfort, productivity, and mood. Furniture became a way to bring mindfulness and function together — not just decoration but a lifestyle choice.

What You Need to Know Before You Start

What kind of person is drawn to this business? Someone deeply passionate about how spaces feel and function — curious about materials, detail-oriented, and patient enough to build something lasting. “It’s for those who care about how materials come together, how form meets function, and who have the patience to create something enduring,” says Lamba.

What skills or tools help?

• Strong design sensibility
• Understanding of materials and ergonomics
• Business skills — pricing, sourcing, and marketing
• Awareness of design trends and sustainable practices
• Sensitivity toward craftsmanship, people, and environment

Is it scalable or a side hustle? “It can scale beautifully,” says Lamba. “But never chase growth for the sake of it. Expansion should be slow, steady, and quality-driven. Build a brand that resonates through its philosophy as much as its products.”

Brand Identity

Wriver stands out through its commitment to defining luxury and design through Indian craftsmanship. The brand blends minimalism with meaning, offering products that are rooted, refined, and timeless. “We don’t follow trends,” says Lamba. “We focus on creating pieces and experiences that are thoughtful, enduring, and reflective of our values.”

Target Niche:

• Clients who appreciate design integrity and originality
• Architects and interior designers seeking bespoke pieces
• Urban homeowners and design enthusiasts who value craftsmanship

“Identifying your audience starts with understanding who values what you stand for,” says Lamba. “It’s less about demographics and more about sensibilities.”

The Setup 101

Initial Setup Requirements:

• A small design or carpentry workshop
• Skilled artisans or small production teams
• Processes for quality control and finishing
• Sourcing partners for wood, metal, and upholstery
• Basic tools and machinery (saws, sanders, polishers, etc.)
• Legal registrations (GST, business license, MSME registration)

Approximate Investment Range:

• Entry level: Rs. 3–5 lakhs (small workshop, basic tools)
• Mid-level: Rs. 10–15 lakhs (expanded team, diverse materials)
• Professional scale: Rs. 25 lakhs or more (advanced machinery, showrooms, premium materials)

Pricing and Positioning

• Include packaging, transport, and taxes
• Maintain a healthy profit margin (30–40%)
• Reflect craftsmanship, not just time spent
• Account for raw materials, labour, and overheads

Common Mistakes:

• Ignoring logistics and packaging costs
• Overproducing without validated demand
• Underpricing due to insecurity or competition

“One of the most common mistakes is underestimating the value of craft and design,” says Lamba. “Beginners often overlook how much packaging, logistics, and presentation add to perceived quality.”

How to Stand Out:

• Offer personalised design experiences
• Build your brand on a clear philosophy, not trends
• Focus on storytelling and craftsmanship over mass production

Where to Sell

• Ideal Sales Channels:
• Online: Instagram, website, curated marketplaces
• Offline: Design exhibitions, home décor pop-ups, showrooms
• Collaborations: With architects, boutique hotels, or interior designers

Getting Your First Sale:

• Showcase your process online
• Leverage your personal network
• Build trust through testimonials and transparency
• Engage directly with architects and early adopters

Marketing Playbook for Furniture Brands

Content That Works:

• Behind-the-scenes videos of craftsmanship
• Before-and-after transformations of spaces
• Design process and material exploration
• Storytelling posts that connect emotion with product

Low-Cost Marketing Ideas:

• Pop-ups, workshops, or studio tour
• Reels featuring artisans and creation stories
• Collaborations with lifestyle creators or architects
• Word-of-mouth marketing through design professionals

“Content that tells a story and conveys intent works best,” says Lamba. “Purely aesthetic posts rarely say enough. People want to see the why behind what you create.”

The Role of Brand Story and Packaging:

“Packaging, storytelling, and community create the frame for your work,” adds Lamba. “They signal care and thoughtfulness — without them, even great products can feel transactional.”

The Mistakes to Avoid

• Underestimating costs
• Overcomplicating designs
• Scaling too fast without systems
• Chasing trends without purpose

What Not to Spend On Initially:

• Expensive showrooms
• High-budget advertising
• Large-scale production runs

“Early investment should focus on prototypes, design, and building a credible story,” says Lamba. “It’s a process that takes time and patience.”

Growth & Scale

Go full-time when you have: 

• Repeat clients
• A steady workflow
• Clarity in design philosophy and brand voice

What Scaling Looks Like

• Expanding workshops and teams
• Launching a catalogue or website
• Collaborations or stockist partnerships
• Entering export or hospitality markets

“Scaling is about creating infrastructure that supports quality,” explains Lamba. “Growth should come with intention, not just numbers.”

When to Expand Your Team or Website:

• When orders exceed your current capacity
• Once your brand language is established
• When customers demand a seamless digital experience

Are you a founder or entrepreneur ready to spotlight your homegrown brand? Nominate them now for Local Samosa’s third edition of Brands to Watch Out For in 2026 Now!