In the rapidly evolving landscape of Indian home décor, Orange Tree stands out not just for its aesthetic appeal but 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, including collaborations with industry giants like West Elm, Pottery Barn, and Zara Home, Basant’s global influence is undeniable.
But, it is Orange Tree’s local impact that is redefining the Indian consumer’s experience of luxury and sustainable living. Gaurav Jain’s journey with Orange Tree began in 2014, driven by a vision to bring the same level of design finesse, quality, and longevity that Basant offered to its international clients to the Indian market. “Creativity is at the heart of making the ecological changes that our planet needs. It’s a sentiment that deeply resonates with Orange Tree’s mission,” he asserts.
At the core of Orange Tree’s philosophy is a strong commitment to environmental consciousness. Every product is designed in-house with a focus on uniqueness, sustainability, and experimentation. The brand’s USP lies in its ability to craft furniture from a diverse range of materials, including wood (Acacia, Oak, Teak, Sheesham, Mango), metal, stone, ceramic, papermache, bamboo, jute, and cane. These materials are transformed into contemporary and minimalistic designs, handcrafted in spirit, yet industrially produced with precision.
“Over time, this craftsmanship has evolved and developed into industrial production in our narration, inviting in new shapes, references, and influences from contemporary design, bringing innovation to every step of the design process,” Jain explains. This approach is evident in their expansive 9,35,000 square feet state-of-the-art production facility, which houses dedicated workshops for wood, stone, and metal, an automated finishing area, an expanded upholstery section, and testing labs—all under one roof.
Sustainability at Orange Tree is not just a buzzword. The company’s commitment to the environment is evident in every aspect of its operations. Approximately 75 percent of their power consumption is fuelled by solar energy, and they have a robust rain harvesting facility. They also recycle sawdust, using it as fuel in kilns for drying raw wood, and have implemented an active plantation project, planting 5,000 higher-category Sheesham saplings every year.
Orange Tree’s dedication to sustainability extends beyond its production processes. The brand’s Raw Foundry initiative is designed to nurture young talent and foster a culture of responsible design. “Through Raw Foundry, we cultivate a culture of responsible design and creativity among the next generation of designers,” Jain says. “By collaborating with Raw Collaborative and educational institutions, we inspire environmental stewardship through innovative creations. This initiative sparks meaningful dialogue and action towards a sustainable future.”
Orange Tree’s design philosophy is rooted in an intuitive approach that rejects global trends in favor of inspiration drawn from diverse sources such as fashion, art, museums, and movies. Jain emphasizes the importance of understanding customer needs through deep, inward-looking analysis of data. “We prioritize a deep, inward-looking analysis of customer data to understand which designs resonate best with our audience,” he says.
Indian consumers are discerning and value-conscious, yet open-minded and evolving. Jain acknowledges a gap in material knowledge among Indian consumers and sees an opportunity to educate them about the specifics of materials used in their products, fostering a deeper appreciation for craftsmanship. “We recognize a gap in material knowledge among Indian consumers and actively educate them about the specifics of materials used in our products,” Jain explains.
In terms of product differentiation, Orange Tree tailors its designs to suit Indian preferences while maintaining a global design ethos. For instance, they incorporate concepts like storage beds and bright fabric on sofas, which are popular locally but less so in international markets. This attention to local preferences, coupled with global design sensibilities, positions Orange Tree uniquely in the Indian market.
Orange Tree’s focus is on expanding its retail footprint across the country. Currently, the brand has three retail outlets in Jodhpur, Hyderabad, and Bengaluru, with plans to open new stores in Ahmedabad and Raipur soon. “Looking ahead, we plan to enhance our retail footprint across the country,” Jain reveals. “This strategic growth plan builds upon the success and direct customer engagement seen at our flagship store in Hyderabad, aiming to further showcase our design quality and ethos to a broader global and domestic audience.”
Orange Tree’s expansion is not just about increasing its physical presence; it’s about deepening its connection with consumers and reinforcing its commitment to sustainable design. With its commitment to sustainability, innovation, and education, Orange Tree is not just shaping the future of Indian home décor but also paving the way for a more sustainable and responsible design industry in India.