Mumbai : SOISU Furniture has launched its manufacturing facility in Bhiwandi, Maharashtra, marking its entry into domestic production with a committed investment of $7 million, as the company eyes capturing 15% market share in India’s premium furniture segment by 2028. The development signals a shift toward building local capabilities in the category, as regulatory changes and supply constraints continue to reshape the market.
The Bhiwandi facility begins operations focused on recliners, with sofas and beds added in subsequent phases as the company scales production. The company plans to build a fully integrated production facility with an installed capacity of 50 containers per month, with scalable infrastructure to support future expansion in line with demand across metro and tier-1 markets.
The investment is being directed toward advanced machinery, material sourcing networks and workforce development, including skill training programmes aimed at strengthening local manufacturing capabilities. The facility is expected to generate 100 direct and 350 indirect jobs across manufacturing, logistics and allied services, contributing to local employment and ecosystem development in the region.
Headquartered in Mumbai, SOISU operates in the luxury furniture segment with a portfolio of Italian-inspired, bespoke designs that utilise materials such as water-dyed leather, multi-density stacking foam and carbon steel spring systems. The Bhiwandi facility marks a transition from an import-led sourcing model to in-house manufacturing.
The launch comes amid structural shifts in India’s premium furniture market driven by stricter Bureau of Indian Standards (BIS) norms, which require product-level certification and make imports of low-volume, customised designs economically unviable. This has disrupted a segment historically dependent on imports from Italy, China and Turkey, creating a supply gap even as demand for design-led home interiors remains strong. At the same time, the domestic ecosystem remains fragmented, with limited access to quality components and large-scale manufacturing.
“The opportunity is not just to replace imports, but to build a globally competitive furniture manufacturing ecosystem out of India,” said Rohan Shah, Founder, SOISU Furniture. “That means investing deeply in design, materials and production capabilities that are built for scale, consistency and long-term value creation within the country.”
In parallel, SOISU has entered into a planned joint venture with Zuoyou Sofa (We Story), a global furniture manufacturer with over 10 million square metres of production capacity and a presence across 4,000 stores in China and 100+ globally, bringing manufacturing expertise and process capabilities to its India operations.
The company is developing furniture tailored for Indian consumers, while the Bhiwandi facility is aimed at reducing import dependence and accelerating the shift toward a more organised, design-led furniture market in India.
