How Raghunandan Saraf Took Insaraf Furniture from a Small-Town Business to a Big Online Brand?
When you hear about Insaraf Furniture, you might think of stylish wooden beds, dining tables, and wardrobes made from solid sheesham wood. But behind this growing furniture brand is an inspiring story of how one man, Raghunandan Saraf, transformed a decades-old family business into a modern online success story.
This isn’t just a tale about furniture—it’s about vision, adapting to change, and taking risks when the market demands it.
From a Family Legacy to a Modern Brand
Raghunandan Saraf is a third-generation entrepreneur from Sardarshahr, Rajasthan. His family had been in the furniture business for over 40 years, mainly exporting wooden products to countries like Germany and England. For years, the business did well overseas, but in India, there was still a big gap in the market.
Instead of opening a chain of physical stores, Raghunandan decided to do something different—he went online. In 2014, he launched insaraf.com, a platform to sell high-quality sheesham wood furniture directly to Indian customers at fair prices.
The idea was simple: deliver top-quality wooden furniture, offer customization, and make it affordable for everyone. The products range from as low as ₹999 to as high as ₹1,89,990, covering categories like beds, dining sets, bar units, tables, and more.
Why Sheesham Wood?
One of the main selling points of Insaraf Furniture is that it deals only in solid sheesham wood. This type of wood is strong, durable, and naturally termite-resistant. Many people in India buy furniture made of cheaper materials without realizing they won’t last long.
Raghunandan knew he had to educate customers about why sheesham wood is worth the price. That’s why, apart from selling online, the brand opened experience stores in cities like Bengaluru, Hyderabad, Delhi, and Surat. Here, customers can see and touch the furniture before buying it. More stores in Chennai, Mumbai, and Pune are planned.
The Online-First Strategy
When Raghunandan Saraf launched Insaraf Furniture online in 2014, many people doubted if expensive furniture could be sold without customers seeing it in person. But the gamble paid off.
The brand not only launched its own website but also created a mobile app for iOS (with an Android version coming soon). This way, customers could browse hundreds of designs and place orders from the comfort of their homes.
Tackling Challenges Head-On
In the early days, the biggest challenge was convincing people to trust online furniture shopping—especially when it involved advance payments. Many were unsure if the product would meet their expectations.
To solve this, Insaraf Furniture introduced:
Easy EMI and financing options to make purchases affordable.
Lifetime termite resistance warranty to ensure quality.
Free delivery across India to remove extra costs.
International shipping for customers abroad.
These steps built customer trust and helped the company grow rapidly.
Understanding the Furniture Market in India
India’s furniture industry is huge, but it’s also largely unorganized. About 90% of it is still run by small local sellers. Big online players like Pepperfry, Urban Ladder, and Wooden Street have entered the market, but Insaraf Furniture stands out because of its exclusivity with sheesham wood.
Reports predict that India’s furniture market will grow rapidly due to rising incomes, urban housing, and the growing middle class. Wooden furniture is expected to remain the most popular choice. This means Raghunandan Saraf entered the online market at exactly the right time.
Blending Tradition with Technology
Growing up, Raghunandan Saraf often accompanied his father to business meetings and trade shows. After earning an MBA from SRCC in Delhi, he returned to his hometown with a clear mission—to modernize the family business while keeping its traditional strengths.
His brother later joined him to manage production and employees, while Raghunandan focused on brand building and technology.
By combining traditional craftsmanship with modern marketing, Insaraf Furniture created a unique identity. Customers could get furniture that looked and felt premium but was still affordable compared to other online and offline sellers—30-60% cheaper online and up to 130% cheaper than some offline stores.
Customer Experience Comes First
One of the most creative ways Insaraf Furniture builds trust is by connecting potential buyers with existing customers. If you live in a city without a showroom, the company can arrange for you to visit a home where someone has already bought their furniture. You can see the product in real life before deciding to purchase.
The existing customer gets a coupon as a thank-you, and the new customer gets confidence in their purchase.
The Numbers Speak for Themselves
Since its launch, Insaraf Furniture has sold over 3.3 lakh pieces of furniture through its website. In one financial year, it earned ₹46 crore in revenue with an 11% profit margin. This success came from sticking to core principles—quality materials, affordable pricing, and great customer service.
Plans for the Future
Looking ahead, Raghunandan Saraf wants to expand Insaraf Furniture’s presence across India. From the current five experience stores, the plan is to have at least 15 stores by the end of next year. The focus will be on both metros and Tier-II cities, where people are increasingly looking for quality furniture online.
Key Lessons from Raghunandan Saraf’s Journey
Adapt to Change – Moving from exports to online retail was a bold move, but it paid off.
Know Your Product – Sticking to sheesham wood created a clear brand identity.
Build Trust – Warranties, free delivery, and customer references helped win buyers.
Blend Tradition with Modernity – Use the strengths of your old business but apply modern tools to grow faster.
Final Thoughts
The story of Raghunandan Saraf and Insaraf Furniture shows how a traditional business can thrive in the modern digital world. By focusing on quality, affordability, and customer trust, he has turned a small-town family business into a recognized national brand.
As India’s furniture market continues to grow, brands like Insaraf Furniture prove that with the right vision and adaptability, success is not just possible—it’s inevitable.
