The discussion centered around the rapidly growing Indian craftsmanship in furniture, valued at $12.6 billion in 2019 and expanding annually by 10%. While Indian craftsmanship and materials are globally respected, the panel highlighted a major gap. Despite being a manufacturing powerhouse, India has not yet built strong furniture brands with a clear global identity.

The conversation stressed that “Make in India” should evolve beyond production. Encouraging deeper investment in research, branding, and design innovation. At Elev8 2025, designers – Rebecaa Reubens, Dhruvkant Amin, Yayati Patel, and Jayesh Mistry delved into the Indian design community. A balance between preserving Indian roots and addressing market challenges, the role of designers, and the impact of innovation and technology. 

Building a Global Brand Presence

• Participants discussed how Indian manufacturers often operate as OEMs for foreign brands, rather than creating recognizable Indian brands. There was a healthy debate about whether India should first serve its massive domestic market or aim for immediate global recognition. While the internal market holds vast potential, true prestige would come from establishing Indian brands that are globally admired for their originality, quality, and storytelling.
• Brands need to focus on a clear USP – like sustainability, innovation, or craftsmanship – and align with international expectations without diluting their Indian essence.

The Return of Indian Craftsmanship and Nostalgia

• A strong shift in design sensibilities is underway. From clinical, minimalistic modernism towards warmer, nostalgic, and craft-centered designs. Consumers now seek furniture that reflects culture, personal identity, and timeless values. This trend offers India an advantage, given its rich craft traditions, diverse material palette, and deeply personal approach to making.
• However, to succeed, designers must evolve traditions into contemporary expressions. Resonating with today’s global consumers, rather than merely reproducing old forms.

Indian Craftsmanship and Storytelling

• Panelists emphasized that India’s edge lies in its deep craftsmanship heritage.
  The challenge is to connect these traditions with innovative materials, global aesthetics, and new narratives. The future lies in authentic storytelling: products must not only look good but must also carry meaningful stories about the people, processes, and culture behind them.
• Technology, R&D, design exhibitions, and curated showcases were also identified as critical tools to improve global visibility.

Key Takeaways from the Discussion

• Shift From Make in India to Designed in India.
  Build design identity, intellectual property, and brand building are crucial for long-term leadership.
• Balance Local Identity with Global Relevance.
  Indian designers must celebrate their roots but design with a global sensibility to meet international standards and tastes.
• Leverage Craft and Nostalgia.
  There is a growing appetite for crafted, characterful, and nostalgic products – Indian designers should lean into this emotional space.
• Empower Indian Designers.
  More investment, visibility, and recognition for homegrown talent are needed to build authentic Indian brands.
• Focus on R&D and Innovation.
  Innovation in material use, form, and function will differentiate Indian brands from international competitors.
• Create Powerful Brand Narratives.
  Storytelling around craftsmanship, community, and sustainability is essential for connecting with discerning consumers.
• Participate Globally.
  Regular and meaningful participation in global design fairs, exhibitions, and forums is critical for Indian brands to be seen and celebrated.

The discussion emphasized that while India’s domestic market offers immense growth opportunities, it is equally important to build strong global Indian brands rooted in authenticity and quality. Innovation, correct branding, showcasing craftsmanship, and understanding evolving consumer desires (nostalgia, character, exclusivity) are key to the future.