The Wood Story
The Wood Story is a Pune-based specialty retailer founded in 2014 by Dinesh Jain that sells 500+ natural wood veneer variations across nine proprietary collections (CIRCA 1756, DENIM WOOD, ETHNIK WOOD, BLACK ONYX, XCLUSO, BAR-B-QUE, FANTASTEAK, Truwood Earth, PARFUM) through showrooms in Pune, Nagpur, and Kolhapur, targeting interior designers, individual consumers, and commercial projects across India.
- Company typePrivate
- Founded2014
- HeadquartersPune, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Wood Story does
The Wood Story is a Pune, India-based specialty retailer and supplier of natural wood veneers, founded in 2014 by Mr. Dinesh Jain. It operates physical retail showrooms in Pune, Nagpur, and Kolhapur, and is positioned as India's first and only concept-focused 'Only Veneer' Store. The company curates and sells 500+ natural wood veneer variations organized into nine proprietary sub-brand collections: CIRCA 1756 (limited edition vintage veneers), DENIM WOOD (naturally colored veneers), ETHNIK WOOD (reclaimed rustic veneers), BLACK ONYX (classic black-toned veneers), XCLUSO (exclusive limited edition veneers), BAR-B-QUE/TRUWOOD SMOQUE (smoked/accelerated-ageing veneers), FANTASTEAK (classic teak veneers at 0.6mm European thickness), Truwood Earth (classic natural grain), and PARFUM Eau de Veneer (fragrance-infused veneers in 24 scents). The differentiation rests on specialized sourcing from supplier TRUWOODS, application of proprietary processing techniques (notably dye-free accelerated ageing and fragrance capture), and a curated retail experience targeting interior designers.
The company operates a sales-led, direct-to-customer go-to-market through its showrooms, targeting interior designers (primary segment), individual consumers, and commercial projects including hotels, institutions, and restaurants. Revenue is generated through one-time sales of veneer sheets to these customer segments; pricing is not publicly disclosed and is provided on inquiry. The firm has stated a strategic mission to expand into a PAN India chain of dealers and retailers, but currently remains a bootstrapped, founder-owned private business with 7 employees and no external funding. Marketing relies on organic social media (Facebook, LinkedIn, Instagram, Pinterest, Twitter) and intermittent participation in industry events such as ACETECH Exhibition (2017) and the Interior Designers Awards Night (2017). The named customer base includes Mumbai-based interior design firms such as Manish Shah And Associates and Ar. Santosh Baheti, with testimonials indicating use in custom interior ambiences. Distribution is exclusively domestic within India, and the broader revenue base, customer count, and contract values are not disclosed.
The Wood Story firmographics
Firmographics- Name
- The Wood Story
- Legal name
- The Wood Story
- Website
- https://thewoodstory.in
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Wood Story is a Pune-based specialty retailer founded in 2014 by Dinesh Jain that sells 500+ natural wood veneer variations across nine proprietary collections (CIRCA 1756, DENIM WOOD, ETHNIK WOOD, BLACK ONYX, XCLUSO, BAR-B-QUE, FANTASTEAK, Truwood Earth, PARFUM) through showrooms in Pune, Nagpur, and Kolhapur, targeting interior designers, individual consumers, and commercial projects across India.
- Ownership category
- akta.pro rank
The Wood Story industry classification
Industry- Product category
- Decorative Wood Veneers
- NAICS
- Hardwood Veneer and Plywood Manufacturing (321211)
- SIC
- Millwood, Veneer, Plywood, & Structural Wood Members (2430)
- akta.pro primary industry
- Veneer & Specialty Wood Products Trading (IMAMAIAL)
- akta.pro secondary industries
- Wood Flooring & Wood Veneer Products (IMADADAI), Hardwood Lumber Distribution & Trading (IMAMAIAB)
Keywords
Where The Wood Story is headquartered
LocationHeadquarters
- HQ city
- Pune
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
The Wood Story business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Natural Veneer Sales: The Wood Story operates as manufacturer, supplier, and retailer of wood veneer sheets. Revenue is generated through direct sales of natural wood veneers to interior designers, individual customers, and commercial projects including hotels, institutions, and restaurants.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
The Wood Story product offering
Product offeringCore offering
The Wood Story is a specialized retailer, manufacturer, and supplier of natural wood veneer sheets in India. It curates and sells over 500 variations of natural wood veneers organized into nine exclusive sub-brand collections including vintage, reclaimed, smoked, teak, black-toned, and fragrance-infused veneer ranges. The company serves interior designers, individual consumers, and commercial projects through physical retail showrooms in Pune and Nagpur, sourcing its inventory primarily through a principal supplier relationship with TRUWOODS.
Product overview
The Wood Story is a specialized veneer retailer offering a diverse portfolio of natural wood veneer products under exclusive sub-brands. The core offering consists of nine distinct veneer collections: CIRCA 1756 (limited edition vintage veneers), DENIM WOOD (naturally colored veneers), ETHNIK WOOD (reclaimed rustic veneers), BLACK ONYX (classic black toned veneers), XCLUSO (exclusive limited edition premium veneers), BAR-B-QUE/TRUWOOD SMOQUE (smoked aged veneers), FANTASTEAK/TRUWOOD TEAK (classic teak veneers), Natural/Truwood Earth Veneers (classic wood with innovative processing), and PARFUM/Eau de Veneer (fragranced veneers). These collections feature hundreds of individual veneer designs with various wood species, textures, and finishes. The company positions itself as a one-stop destination for interior designers and individuals seeking high-quality, innovative natural wood veneers across India.
Differentiator
Problem solved
Functional benefit
Brands
- CIRCA 1756: Limited edition handpicked veneers crafted using advanced technology, providing unique and unexpected looks to interiors.
- DENIM WOOD
- ETHNIK WOOD
- BLACK ONYX
- XCLUSO
- BAR-B-QUE
- FANTASTEAK
- Truwood Earth
- PARFUM - EAU DE VENEER
Products and services
- CIRCA 1756 Veneers Limited edition vintage wood veneers crafted using advanced technology with careful grain and shade matching for an authentic look. Each batch is personally handpicked and limited in quantity, featuring designs such as Lucius Frisse, Pontius Riegel, Propeller Rustwood, Quintus Dragon, and Riva collections, targeted at interior designers and consumers seeking premium vintage aesthetics.
- DENIM WOOD Veneers Naturally colored wood veneers debuted exclusively by TRUWOOD at The Wood Story. Each batch is personally handpicked, available in limited quantity, and crafted using advanced technology featuring contemporary and luxury fusion. Includes variants like Cloudburst, Cowboy Denimwood, Silver Brush series, Starched Denimwood, and Tropical Onyx, aimed at interior designers seeking contemporary textured veneer surfaces.
- ETHNIK WOOD Veneers Reclaimed wood veneers bringing nostalgia and rustic aesthetic to interiors. Features worn layers, tones, and textures with distinct personality where scratches and cracks enhance beauty. Includes designs such as Alerce Flambe, Aqua Saline, Aztec Knotica, Chalkboard, Vintage Rum, and Vintage Wine, suited for designers and consumers seeking rustic reclaimed-wood looks.
- BLACK ONYX Veneers Classic black toned veneers collection featuring cool and surprising combinations with contrasting and complimenting inclinations. Creates feelings of translucence and exclusiveness, suitable for Boho Chic to Vintage and modern looks. Includes variants like Aceto Sprazzo, Sienna Aura, Toronto, and Twilight, targeted at designers and consumers seeking dramatic black-toned interior surfaces.
- XCLUSO Exclusive Veneers Exclusive limited edition veneers from TRUWOODS, personally handpicked with individual attention and crafted using high-end technology. Each sheet is unique, ensuring homes remain individualistic. Features over 50 unique designs including Barbed Oak Open Grains, Belize Zericote, Madgaskar Ebony, Purple Heart, and Zanzibar Castano, marketed to discerning interior designers and premium homeowners.
- BAR-B-QUE (TRUWOOD SMOQUE) Veneers Natural veneers darkened through simulated and accelerated ageing process without dyes or stains. Each batch is unique due to variations in the ageing process and individual log properties. Features smoked designs such as Charcoal Black Figured Walnut, Coal Roasted Oak, Ebonised Ash, Pit Smoked Oak, and Dragon Fire Cruz, aimed at designers seeking naturally aged dark veneer finishes.
- FANTASTEAK (TRUWOOD TEAK) Veneers Classic teak veneers including evolved Crown Teak variants sliced at 0.6mm European standard thickness. Extends luxury, elegance and style to spaces. Features Abstract Teak, Carioka, Coal Tar Teak, Denim Teak, Fennel, Flagstone Teak, and Smoke Teak Crown, marketed to interior designers and consumers seeking premium classic teak surfaces.
- Natural - Truwood Earth Veneers Classic wood veneers with best possible revelation through innovative manufacturing processes. Natural grain and figure interacting with human hands create visual and tactile effects with perfectly matched grain and shade. Features American Walnut Crown, Red Oak Crown, Sapeli Crown, Sycamore, Wenge, and White Ash-QTR, serving designers and consumers seeking classic natural wood aesthetics.
- PARFUM - EAU DE VENEER Forest-fragranced veneers capturing nature's finest forest fragrances in 24 unique and individual fragrances. Designed to soothe, seduce, display wealth and power, and reflect personality. Sharp design intent coupled with perfect application creates signature styles in interior spaces. Features Acacia Citrus, Chimeny Bambu Verde, Spice Crusted Musk, Bush Cotton, and Macassar Shangrila, marketed to designers and consumers seeking distinctive scent-enhanced interior surfaces.
Companies that use The Wood Story
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
The Wood Story technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
The Wood Story partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TRUWOODSminorTRUWOODS serves as the principal supplier of natural veneers to The Wood Story. The company sources exclusive veneer collections including XCLUSO, BAR-B-QUE, FANTASTEAK, PARFUM, and Earth Natural Veneers from TRUWOODS. The relationship is supplier-sourced with The Wood Story acting as retailer, manufacturer, and supplier of TRUWOOD products.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
The Wood Story competitors and assessment
Company assessmentDirect peers
- Tabu S.p.A. Italian manufacturer of dyed and natural wood veneers and multilaminar decors, marketing branded collections to the global interior design and furniture industry. Comparable to The Wood Story as a design-forward veneer specialist supplying premium interior projects.
- Alpi Group: Italian engineered wood veneer manufacturer producing branded, designer-focused veneer collections (e.g., Alpi veneer, Xilo-printed surfaces). Highly comparable to The Wood Story in product portfolio, design-led naming, and curated collection-based marketing to interior designers and architects.
Broad incumbents
- Merino Industries: Indian manufacturer and exporter of high-pressure laminates, decorative panels, and engineered wood surfaces serving furniture, interior, and architectural markets. Comparable as a large-format incumbent supplier of decorative wood surfaces to overlapping commercial customers and design professionals.
- Stylam Industries Limited: Indian manufacturer of laminate sheets, compact laminates, and engineered wood panels serving furniture and interior fit-out markets. Comparable through its decorative surface product portfolio for the same designer/specifier base The Wood Story targets, but operating at larger scale and broader product scope.
- Archidply Industries Limited: Indian manufacturer of plywood, decorative veneers, MDF, and particle board selling to interior designers, architects, and project customers. Operates in the same decorative veneer and panel category as The Wood Story's core offering, though through B2B distribution rather than curated showroom retail.
- Century Plyboards India Limited: Leading Indian manufacturer of plywood, veneers, laminates, and MDF with pan-India distribution. Operates in the same wood-product categories and serves overlapping interior designer and commercial project customers, though as a mass-market, multi-product incumbent rather than a veneer-specialist.
- Greenply Industries Limited: One of India's largest plywood, blockboard, and decorative veneer manufacturers with a national distribution network. Comparable as a broad incumbent in the same wood veneer category that serves the same interior design and commercial fit-out customers, though at much larger scale and via dealer-led channels rather than showrooms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Wood Story social profiles
Digital presenceThe Wood Story financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Wood Story leadership team
Management profileNumber of profiles
Profiles1 record
The Wood Story funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Wood Story 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 The Wood Story
What does The Wood Story do?
The Wood Story is a specialized retailer, manufacturer, and supplier of natural wood veneer sheets in India. It curates and sells over 500 variations of natural wood veneers organized into nine exclusive sub-brand collections including vintage, reclaimed, smoked, teak, black-toned, and fragrance-infused veneer ranges. The company serves interior designers, individual consumers, and commercial projects through physical retail showrooms in Pune and Nagpur, sourcing its inventory primarily through a principal supplier relationship with TRUWOODS.
Is The Wood Story a public or private company?
The Wood Story is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Wood Story founded?
The Wood Story was founded in 2014. It employs 1 to 10 people.
Where is The Wood Story based?
The Wood Story is headquartered in Pune, India, in the Asia region.
How does The Wood Story make money?
One revenue line is on record: natural Veneer Sales.
Who are The Wood Story's main competitors?
Direct peers on record are Tabu S.p.A. and Alpi Group. Broad incumbents are Merino Industries, Stylam Industries Limited, Archidply Industries Limited, Century Plyboards India Limited and Greenply Industries Limited.
Does The Wood Story have an API?
No public API is recorded for The Wood Story.
What industry is The Wood Story in?
The Wood Story's product category is Decorative Wood Veneers. Its primary akta.pro industry code is IMAMAIAL, Veneer & Specialty Wood Products Trading, with a secondary code of IMADADAI, Wood Flooring & Wood Veneer Products. Its NAICS code is 321211 and its SIC code is 2430.