In the rapidly evolving Indian home décor landscape, Orange Tree stands out not only for its aesthetics but also for its deep commitment to sustainability and innovative design. Founded by Gaurav Jain, a second-generation entrepreneur, Orange Tree is the retail arm of Basant, a major export house with over 25 years of experience in designing and manufacturing contemporary furniture, lighting and décor. With a presence in more than 20 countries worldwide and collaborations with industry giants such as West Elm, Pottery Barn and Zara Home, Basant’s global influence is undeniable.
But it is Orange Tree’s local influence that is redefining the experience of luxury and sustainable living for Indian consumers. Gaurav Jain’s journey with Orange Tree began in 2014, driven by a vision to bring the same level of design finesse, quality and durability that Basant offered its international customers to the Indian market. “Creativity is at the heart of the ecological changes our planet needs. It’s a sentiment that resonates deeply with Orange Tree’s mission,” he explains.
At the heart of Orange Tree’s philosophy is a strong commitment to environmental awareness. Each product is designed in-house with a focus on uniqueness, sustainability and experimentation. The brand’s unique selling point lies in its ability to create furniture from a variety of materials including wood (acacia, oak, teak, sheesham, mango), metal, stone, ceramic, papier-mache, bamboo, jute and cane. These materials are transformed into contemporary and minimalist designs that are handcrafted in spirit, yet industrially manufactured with precision.
“Over time, this craftsmanship has evolved and evolved in our narrative into industrial production, bringing in new forms, references and influences from contemporary design, bringing innovation into every step of the design process,” explains Jain. This approach is evident in their sprawling, 86,000-square-foot, state-of-the-art manufacturing facility, which houses dedicated wood, stone and metal workshops, an automated finishing area, an expanded upholstery department and testing labs – all under one roof.
Sustainability is not just a buzzword at Orange Tree. The company’s commitment to the environment is evident in every aspect of its operations. About 75 percent of its electricity consumption is met by solar energy and the company has a robust rainwater harvesting plant. The company also recycles sawdust and uses it as fuel in kilns for drying raw wood. The company has also implemented an active plantation project where 5,000 higher category sheesham saplings are planted every year.
Orange Tree’s commitment to sustainability extends beyond its production processes. The brand’s Raw Foundry initiative aims to nurture young talent and encourage a culture of responsible design. “Through Raw Foundry, we are cultivating a culture of responsible design and creativity among the next generation of designers,” says Jain. “By working with Raw Collaborative and educational institutions, we are inspiring environmental stewardship through innovative creations. This initiative sparks meaningful dialogue and action for a sustainable future.”
Orange Tree’s design philosophy is rooted in an intuitive approach that rejects global trends and instead draws inspiration from diverse sources such as fashion, art, museums and films. Jain stresses the importance of understanding customer needs through deep, inward-looking analysis of data. “We emphasize deep, inward-looking analysis of customer data to find out which designs resonate best with our audience,” he says.
Indian consumers are sophisticated and value-conscious, yet open-minded and evolving. Jain recognizes that there is a knowledge gap among Indian consumers when it comes to materials and sees an opportunity to educate them about the specifics of the materials used in their products, thus fostering a deeper appreciation for craftsmanship. “We recognize that there is a knowledge gap among Indian consumers when it comes to materials and we actively educate them about the specifics of the materials used in our products,” explains Jain.
In terms of product differentiation, Orange Tree tailors its designs to Indian preferences while maintaining a global design ethos. For example, they incorporate concepts such as beds with storage and sofas with bright fabric, which are popular locally but less so in international markets. This consideration of local preferences, coupled with global design sensibility, positions Orange Tree uniquely in the Indian market.
Orange Tree is focused on expanding its retail presence across the country. Currently, the brand has three retail stores in Jodhpur, Hyderabad and Bengaluru and plans to open new stores in Ahmedabad and Raipur soon. “Going forward, we plan to expand our retail presence across the country,” reveals Jain. “This strategic growth plan builds on the success and direct customer engagement we have seen at our flagship store in Hyderabad and aims to bring our design quality and ethos to a wider global and national audience.”
Orange Tree’s expansion is not just about increasing its physical footprint; it is also about deepening its connection with consumers and underlining its commitment to sustainable design. With its commitment to sustainability, innovation and education, Orange Tree is not only shaping the future of Indian interior design but also paving the way for a more sustainable and responsible design industry in India.
