Saraf
Saraf Furniture is India's first direct-to-consumer solid Sheesham wood furniture brand, selling 100% solid wood bedroom, living room, dining, study, and outdoor furniture directly from its 2,000+ artisan factory to individual homeowners, hospitality, and commercial buyers across India and select international markets via insaraf.com and physical showrooms.
- Company typePrivate
- Founded1985
- HeadquartersSardarshahr, India
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Saraf does
Saraf Furniture (legal name: Saraf Furniture; also operating as Insaraf) is a privately held, India-based direct-to-consumer furniture brand specializing exclusively in 100% solid Sheesham wood products. Founded in 1985 as a small workshop in Sardarshahr, Rajasthan, the company positions itself as India's first furniture D2C brand and operates a vertically integrated manufacturing model encompassing wood sourcing, in-house saw cutting, treatment, seasoning, craftsmanship, finishing, and packaging, supported by a workforce of 2,000+ skilled artisans. The product catalog spans bedroom (beds, bedside tables, mattresses, wardrobes, dressers), living room (sofa sets, sofa-cum-beds, coffee tables, TV units), dining (dining sets, chairs, benches, kitchen cabinetry), study/office, bar furniture, lighting, carpets and rugs, mandir/prayer units, and outdoor furniture, with multiple branded sub-collections such as SCANE, Brass Royale, Maharaja, Jaipur, and Jodhpur.
The go-to-market is a multi-channel D2C motion: the insaraf.com e-commerce platform serves PAN-India (no pincode restrictions) and select international destinations, complemented by physical showrooms/studios in Bangalore, Hyderabad, Delhi NCR, Surat, and Rajasthan. Revenue mechanics center on one-time purchase with optional subscription furniture availability; promotional sales events (e.g., up to 60% off during Independence Day) drive volume cadence, and bundled value-adds such as lifetime termite warranty and free doorstep delivery are embedded in price. A commercial channel serves cafes, restaurants, and boutique hotels with custom bulk orders.
Headquartered in India (Sardarshahr, Rajasthan) and led by Founder and CEO Raghunandan Saraf, the company is bootstrapped with no disclosed external funding rounds, was valued at approximately ₹340 Crore as of August 2026, and operates with ISO certification for product quality and eco-responsibility. Marketing relies on earned media across Forbes India, Inc42, YourStory, Entrepreneur, and Times of India, active social presence (Instagram, YouTube, Facebook, Twitter, Pinterest), and a celebrity endorsement with cricketer Jonty Rhodes as brand ambassador.
Saraf firmographics
Firmographics- Name
- Saraf
- Legal name
- Saraf Furniture
- Website
- https://insaraf.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Saraf Furniture is India's first direct-to-consumer solid Sheesham wood furniture brand, selling 100% solid wood bedroom, living room, dining, study, and outdoor furniture directly from its 2,000+ artisan factory to individual homeowners, hospitality, and commercial buyers across India and select international markets via insaraf.com and physical showrooms.
- Ownership category
- akta.pro rank
Saraf industry classification
Industry- Product category
- Solid Wood Home Furniture
- NAICS
- Nonupholstered Wood Household Furniture Manufacturing (337122), Furniture Retailers (449110), Household and Institutional Furniture Manufacturing (33712), Furniture and Home Furnishings Retailers (4491)
- SIC
- Household Furniture (2510), Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)
Keywords
Where Saraf is headquartered
LocationHeadquarters
- HQ city
- Sardarshahr
- HQ country
- India
- HQ region
- Asia
Offices5 records
Markets served
Saraf business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Furniture Product Sales: One-time purchase model for solid wood furniture products sold directly to consumers through online and offline channels.
- Furniture Subscription Model: Saraf Furniture has noted involvement in the emerging subscription economy for furniture in India, offering furniture through subscription models alongside traditional purchase options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard product pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Saraf product offering
Product offeringCore offering
Saraf Furniture manufactures and sells 100% Solid Sheesham wood home furniture directly to consumers through its Insaraf e-commerce platform and offline showrooms. The catalog spans beds, wardrobes, sofas, dining sets, study/office furniture, bar units, kitchen cabinets, mandirs, outdoor furniture, lamps, carpets, and home decor, all backed by a lifetime termite warranty and free pan-India delivery. Customization of size, finish, and style is offered alongside bulk commercial supply for hospitality clients.
Product overview
Saraf Furniture is India's first 100% Solid Sheesham Wood Direct-to-Consumer (D2C) furniture brand, operating as a single unified e-commerce platform offering solid wood furniture with over 40 years of experience. The portfolio spans bedroom furniture (beds, bedside tables, mattresses, wardrobes, dressers), living room (sofa sets, sofa cum beds, coffee tables, TV units, bookshelves), dining room (dining sets, tables, chairs, benches, sideboards, kitchen cabinets), study/office, bar furniture, lamps & lighting, carpets & rugs, mandir units, outdoor furniture, and home decor. Key offerings include the SCANE Collection (artisanal cane/rattan work), with all products featuring lifetime termite warranty, free pan-India delivery, and customization options. The company operates with a direct-from-manufacturer model with no middlemen, targeting both residential and commercial spaces (restaurants, cafes, boutique hotels).
Differentiator
Problem solved
Functional benefit
Brands
- SCANE Collection: A collection featuring solid sheesham wood with artisanal cane and rattan detailing, backed by lifetime warranty for termite resistance.
- Brass Royale
- Jodhpur Collection
- Maharaja Collection
- Jaipur Collection
Products and services
- Beds
Quantifiable outcome
- Lifetime termite warranty included with every purchase vs. 1-3 year warranties from competitors
- +1 more outcomes
Companies that use Saraf
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles2 records
Saraf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Saraf partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Jonty RhodescoreSaraf Furniture signed former South African cricketer Jonty Rhodes as a brand ambassador. This celebrity endorsement is part of their evolving celebrity marketing strategy focused on mutual value creation with brand ambassadors.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Saraf competitors and assessment
Company assessmentDirect peers
- Urban Ladder: Indian D2C furniture brand offering furniture and home decor online; comparable D2C model targeting urban Indian consumers with similar price points and omnichannel (online + experience centers) presence.
- Pepperfry: India's largest online furniture marketplace with physical studios; competes directly in the same D2C furniture category with comparable target customers, omnichannel presence, and broad home category coverage.
- Wooden Street: Indian D2C solid wood furniture brand; the most direct competitor given shared focus on solid wood (including Sheesham) furniture for Indian homes with online + offline showrooms.
- Wakefit: Indian D2C sleep and home furniture brand with comparable D2C model, strong digital marketing, and category expansion from mattresses into broader home furniture — directly overlapping with Saraf's mattress and bed offerings.
- FabIndia: Indian home furnishings brand with similar positioning around Indian materials, craftsmanship heritage, and lifestyle retail; competes in home textiles, decor, and selected furniture categories with comparable premium positioning.
Broad incumbents
- IKEA India: Global furniture giant with expanding India operations (Hyderabad, Mumbai, Bengaluru, Delhi NCR, Surat); broader portfolio but competes directly in affordable/modular solid-wood-adjacent furniture category with vastly greater capital and scale.
- Nilkamal: Established Indian furniture and plastics manufacturer with broad home, institutional, and mattresess range; overlaps with Saraf in retail home furniture, dining sets, and home storage categories.
- HomeTown: Indian retail furniture chain owned by Shoppers Stop; broader portfolio of home furnishings, decor, and modular kitchen competing across the same showroom-based retail model in tier-1 cities.
- Godrej Interio: Indian furniture major with wide range across home, office, and institutional; established incumbent with overlapping residential furniture, bedroom, and storage offerings and stronger institutional/B2B reach.
- Featherlite: Indian office and home furniture manufacturer with established presence across institutional, B2B, and home segments; broader incumbent with comparable solid-wood home offerings and stronger commercial customer footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Saraf social profiles
Digital presenceSaraf compliance and trust
Trust signalCompliance1 record
Saraf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Saraf leadership team
Management profileNumber of profiles
Profiles1 record
Saraf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Saraf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Saraf
What does Saraf do?
Saraf Furniture manufactures and sells 100% Solid Sheesham wood home furniture directly to consumers through its Insaraf e-commerce platform and offline showrooms. The catalog spans beds, wardrobes, sofas, dining sets, study/office furniture, bar units, kitchen cabinets, mandirs, outdoor furniture, lamps, carpets, and home decor, all backed by a lifetime termite warranty and free pan-India delivery. Customization of size, finish, and style is offered alongside bulk commercial supply for hospitality clients.
Is Saraf a public or private company?
Saraf is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Saraf founded?
Saraf was founded in 1985. It employs 11 to 50 people.
Where is Saraf based?
Saraf is headquartered in Sardarshahr, India, in the Asia region.
How does Saraf make money?
Two revenue lines are on record. Furniture Product Sales are the primary driver. The others are furniture Subscription Model.
Who are Saraf's main competitors?
Direct peers on record are Urban Ladder, Pepperfry, Wooden Street, Wakefit and FabIndia. Broad incumbents are IKEA India, Nilkamal, HomeTown, Godrej Interio and Featherlite.
Does Saraf have an API?
No public API is recorded for Saraf.
What industry is Saraf in?
Saraf's product category is Solid Wood Home Furniture. Its primary akta.pro industry code is CRAIAAAC, Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires). Its NAICS code is 337122 and its SIC code is 2510.