Orange Tree, a lifestyle brand founded by Gaurav Jain in 2014, has become synonymous with innovation, sustainability, and minimalistic design. It has rapidly established itself as a leading name in contemporary furniture, lighting, and décor in interiors. Rooted in the legacy of Basant, a company established by Vinay Kumar in 1998, Orange Tree brings global trends, craftsmanship, and eco-consciousness to the Indian market. With a keen focus on environmental responsibility, the brand seamlessly combines materials like wood, stone, metal, and natural fibres.
In this interview, Gaurav Jain reveals how Orange Tree balances creativity with craftsmanship and sustainability, driving the brand to set new standards in the Indian furniture industry.
Basant, founded by my father, Mr. Vinay Kumar Jain, has been designing, manufacturing, and supplying furniture and accessories to 17 countries worldwide, serving some of the best and most renowned brands. While managing my family business during my studies in Germany, I realized the need for upskilled technology in the Indian furniture industry. Upon returning home, I also sensed a shift in the needs of modern, well-travelled consumers who were seeking global designs that maintained quality while still feeling rooted.
Travel, in particular, broadened my perspective on trends and best practices from around the world. Simultaneously, the growing awareness of environmental degradation made me feel a responsibility to build a circular economy and create sustainable products. Maintaining a holistic approach to materials, processes, techniques, and society has been a major driver since the inception of Orange Tree. I continue to learn from both experts and newcomers, as well as their entrepreneurial attitudes.
The explosion of digital media, travel, and globalization has broadened Indian homeowners’ horizons and design preferences, driving the inception of Orange Tree. During our initial exhibitions at New Delhi’s Pragati Maidan, many visitors were initially confused by our new minimalist range, which lacked the traditional handcrafted image. However, within a short span, we gained buyers from both India and overseas. When we say “global,” we do not mean Western influences. Instead, we blend styles, materials, and design philosophies from various cultures, experiment with them, and adapt them into a unique style that is globally relevant yet deeply rooted in Indian culture.
One of our biggest challenges has been balancing operational efficiency with a personalized customer experience. In today’s fast-paced retail environment, customers expect swift, accurate order fulfillment while desiring a personal touch. We maintain this balance by efficiently managing both production and customer service. Our state-of-the-art production facility integrates workshops for wood, stone, and metal with automated finishing areas and testing labs, ensuring high-quality standards. By reducing lead times and centralizing production, we deliver orders quickly, without compromising the craftsmanship that defines our brand.
Sustainability is not just a trend for us; it’s an everyday ritual. When we say it’s a way of life, we don’t just mean using natural materials. It also involves creating a sustainable and earth-friendly ecosystem. Living in the sun city, close to nature, we have always believed in preserving the environment. As a result, sustainability is an integral part of our operations. Our facilities are powered by solar energy, meeting 70% of their needs, while a rainwater harvesting system is also in place.
Additionally, we recycle sawdust as kiln fuel and run a plantation project, planting 5,000 Sheesham saplings each year. Our Doux collection, crafted from factory waste materials, further emphasizes our commitment to waste reduction, upcycling, and using eco-friendly materials. Furthermore, the company uses water-based polishing materials instead of petrochemicals. Sustainability is more than just good press—it is the very foundation of our brand.
Product development at Orange Tree is a continuous process, supported by significant investment in R&D to explore new materials, technology, and design trends. Our center currently employs over 50 individuals from diverse backgrounds, including engineering, design, and science. The team works closely with artisans, blending traditional techniques with modern innovations. We combine craftsmanship with machine work to create products of premium quality and sustainability.
Rather than blindly following trends, we draw inspiration from fashion, museums, art, movies, and even the everyday. Before starting the design process, we thoroughly analyze customer data, feedback, and needs. Only then do we initiate the prototype. After testing for durability and cost, and gathering initial feedback, we proceed with production and launch.
Our design process is driven by constant innovation, aiming to incorporate new shapes, materials, and influences while upholding our commitment to quality and sustainability. This ongoing evolution ensures our products stay at the cutting edge of design.
Our focus on quality, innovation, and sustainability ensures our products stand out in the market. It blends contemporary designs with consciously crafted items. Additionally, the brand aligns with ideologies supporting a circular economy, fostering a positive emotional connection with consumers who prioritize reducing their carbon footprint.
As awareness grows among urban millennials and Gen Z, and as Indian consumers become more skeptical of greenwashing, our certifications, transparent sourcing, and storytelling about materials and designs help build trust in our brand. India’s deep-rooted tradition of valuing natural materials like wood, metal, rattan, stone, marble, and cane inspires us. By using these materials, we evoke nostalgia, while presenting them with modern aesthetics and a narrative that creates a deeper connection with each piece.
Balancing premium craftsmanship, sustainability, and competitive pricing in a value-conscious market like India requires a strategic focus on cost efficiency and perceived value. To achieve this, we responsibly source products locally, reducing waste by using by-products and employing solar energy to cut manufacturing costs. We also support local artisans, develop skills in-house, and embrace advanced machinery and techniques to optimize production, ensuring a robust supply chain.
Moreover, we enhance perceived value through storytelling, which plays a crucial role in setting optimal pricing. Our pricing strategy is based on market analysis, customer insights, and value considerations. However, we don’t focus solely on price. Instead, we emphasize the unique value our products offer, such as superior craftsmanship, sustainable materials, and innovative designs that reflect their true worth. We ensure this value is clearly communicated to customers through detailed descriptions of each product, including materials, craftsmanship, and design inspiration. This transparency helps customers understand exactly what they’re paying for.
The initiative began in the same year as the formation of Orange Tree. As a ‘Make in India’ brand, we are arguably the first Indian lifestyle brand to fuse technology with craftsmanship. We proudly represent what India stands for today: its crafts and technological prowess. In a competitive retail market, we focus on the lifestyle preferences of modern Indian consumers in our designs. Given the vast cultural and geographical diversity across our country—socially and economically—our designs cater to a broad consumer base. Our global designs, which subtly incorporate nostalgia, offer unparalleled quality, affordable pricing, and transparency. These strengths have been key in building our brand. Ultimately, our vision was to bring the same designs and quality to Indian consumers that Basant offers internationally, made and sourced in India.
Orange Tree began as an online player and gradually expanded to physical stores. However, our online retail remains the primary channel to reach India’s diverse and dispersed consumer base. With increasing internet penetration, consumers in Tier II and Tier III cities now have access to our entire product range. Initially, shipping heavy furniture posed a major challenge, as did building trust. However, as we grew, word spread, and these challenges became less significant. Today, we have established a robust logistics, delivery, and seamless return network. As digital adoption continues to rise, consumers in both metros and non-metros are increasingly comfortable with online shopping. This makes our e-tail store a cornerstone of our growth.
The company currently operates four stores in Jodhpur, Hyderabad, Bengaluru, and Ahmedabad. We are also expanding into other cities. So far, we have forged design collaborations with Muse Mart, Istituto Marangoni Mumbai, and Doodlage. Looking ahead, we have ambitious plans for next year. This year, we launched an exciting initiative with Raw Collaborative for Raw Foundry, a platform dedicated to nurturing young talent while promoting the use of regenerative materials and innovative designs. We are truly excited about it. In 2025, our focus will be on collaborating with the right partners, not only from the design realm but also like-minded firms that value mindful design practices and care for the environment.
Be true to your skill and find your unique strength. Keep working on it day and night until it improves. Expose yourself to the best practices in various fields, learn from them, and adapt them to your work. Good design should satisfy both you and your customer. Find your zone, create your signature style, and carve a space for yourself. Remember, nothing is achieved without hard work and perseverance.
Orange Tree’s success showcases its commitment to quality, sustainability, and innovation. Its Jodhpur factory, powered by solar energy and equipped with water harvesting systems, is a testament to the brand’s dedication to eco-conscious practices. Under Gaurav Jain’s leadership, Orange Tree offers high-quality, globally-inspired furniture to Indian consumers while setting new standards for sustainable design. As the brand grows, it will continue to inspire the industry with products that are both beautiful and enduring.
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