Customisation, AI-Driven Design Reshape India’s Interiors Sector, Says Bhawant Anand. 

SAMUEL JOSHUA

The Indian interiors and furniture sector is witnessing a shift toward customised, design-led solutions supported by in-house manufacturing and faster adoption of automation, even as input costs continue to rise across the value chain.

This change is driven by evolving consumer expectations in premium residential projects, where demand for highly specific and personalised interiors is rising.

“Today architects want customization. People are tired of picking up the same sofa, the same model which has been in the market for years. That is where innovation comes in,” said Bhawant Anand, Chairman of Khazana Group, Elevate X & Bay Window, adding that the company works with around 40 architects and designers tracking global design trends.

Artificial intelligence is helping compress design cycles, enabling faster concept development that earlier took weeks, Anand noted, while execution continues to depend on engineering precision and manufacturing capability rather than design software alone. 

Converting digital concepts into manufacturable products requires specialised engineering expertise rather than standard design tools, he said. The group uses engineering drawing teams along with ATC (Automatic Tool Changer) and CNC (Computer Numerical Control) machines to ensure precision manufacturing and consistency in output, especially for customised projects.

Founded as a furniture retail business, Khazana Group has evolved into a vertically integrated interiors solutions provider covering kitchens, wardrobes, doors and millwork systems. The model aims to reduce fragmentation in execution by bringing design, manufacturing and installation under one system, with residential projects as the primary focus followed by commercial work.

Anand said the group operates through two positioning layers: Elevate X, focused on premium design-led clients, and Bay Window, a newly launched vertical catering to aspirational buyers seeking accessible design solutions. Manufacturing capacity is being expanded from 1 lakh sq ft to 2.5 lakh sq ft at the Indrakaran facility near IDA Pashamylaram, supported by automation and production upgrades.

Make-in-India manufacturing is steadily replacing import-led sourcing in the interiors sector, with global design influence absorbed into domestic production systems Anand noted, adding that the shift is toward design-led Indian manufacturing where customisation remains central to the company’s strategy.

The market has slowed, but demand from end-users remains steady as people continue moving into completed homes, Anand noted, while buyers are adjusting timelines and budgets by around 10 per cent due to current conditions, though purchase decisions are not being delayed for long as ownership plans remain firm. 

Raw material prices are expected to rise by 10–15 per cent in the coming months due to global supply constraints, with companies continuing to partially absorb costs, keeping pricing pressure a key concern for the sector.

Despite this, demand remains resilient for design-led brands, supported by residential expansion, commercial interiors and faster execution cycles enabled by modular systems. Anand said the company expects steady growth ahead, projecting at least 20 per cent expansion, with further upside potential of 30–50 per cent in the next 3–5 years.