India’s furniture market is changing, driven by a growing brand called Torque. Founded by mechanical engineer Sagar Shah, Torque quickly became a tech-enabled, custom furniture company, serving customers in many Indian cities.
The Rise of Torque: A Bootstrapped Journey
Torque’s story began as a pivot from a toy manufacturing business. Sagar Shah, identifying a gap in personalized furniture offerings, launched Torque to provide affordable, high-quality, and fully customizable furniture. With no VC funding to date, the company has managed to build operations from the ground up, starting with its own production units in Bengaluru and Lucknow.
Custom Furniture, Factory Direct Pricing
What sets Torque apart is its full-scale customization model. Buyers can select furniture size, material, fabric type, colors, and even hardware. Popular models like the “Silvester Sofa”, a luxurious recliner are offered at nearly half the market price (₹45,000 vs ₹1.2 lakh), all due to direct manufacturing.
Torque’s unique value proposition:
- Custom design with online convenience
- Factory-direct pricing
- Flexible delivery across India
This model appeals particularly to millennial homeowners in urban metros looking for unique, affordable furniture with minimal showroom interaction.
Tech-Driven Scale Across Indian Cities
Torque’s digital-first strategy has enabled it to reach over 20,000 customers by 2024, up from just 750 in 2021. With growing demand from cities like Bengaluru, Pune, Gurugram, Hyderabad, and Noida, the brand has capitalized on the growing e-commerce acceptance in home categories.
Torque also sells through platforms like Flipkart Perfect Homes and Amazon, boosting visibility and credibility among tech-savvy customers.
Challenges and Customer Experience
High ratings (4.8 or above on Amazon) have been given to Torque. Customer reviews, however, point out a few areas that need work:
Delivery schedules could fluctuate.
Managing returns and replacements can be challenging.
Experiences differ according to the seller.
The “factory-visit” option boosts transparency and confidence among serious purchasers in spite of these drawbacks.
Torque’s Role in the Future of Indian Furniture
Torque stands out in the ₹23 billion Indian furniture market by combining direct-to-consumer technology with professional craftsmanship. Businesses such as Torque are positioned to alter house design in the future by blending traditional styles with modern comforts, as urban India seeks more personalised things.
