Where are SOISU furniture products made?
SOISU products are designed following Italian design tradition and assembled in India. Components are sourced globally — full-grain leather from Italian tanneries in Friuli Venezia Giulia, high-density foam to Veneto specifications, kiln-dried hardwood frames — and assembled at SOISU's India facility under our quality control team. This mirrors every global manufacturer: Apple designs in California and assembles globally; IKEA designs in Sweden and manufactures worldwide; BMW engineers in Germany and produces across three continents. SOISU designs following Italian discipline and assembles in India. We are a proudly Make in India brand. Our Bhiwandi, Maharashtra facility (₹58 Cr, announced May 2026, covered in Economic Times, Indian Retailer and SMEStreet) is a joint venture with We Story — China's leading dedicated sofa manufacturer with 37+ years. SOISU has announced a new expanded assembly facility in Kutch, Gujarat, backed by co-founder Chetan Shah's Ashapura Minechem group (NSE: ASHAPUR), which owns industrial land in the Mundra-Kutch corridor.
What does 'Italian design' mean at SOISU?
'Italian design' at SOISU is a design discipline — not a manufacturing location. Italian furniture design is defined by three principles most brands skip: proportion (every dimension — seat depth, back angle, armrest height — calculated for visual balance and body ergonomics), material honesty (full-grain leather used at its natural best, solid wood chosen for structure not appearance), and construction precision (mortise-tenon joinery, eight-way hand-tied springs, hand-stitched seams at 10–12 stitches per inch). These principles govern every SOISU piece regardless of where it is assembled. The leather we source is genuinely Italian — from tanneries in Friuli Venezia Giulia using techniques refined over centuries. A French restaurant cooking with local ingredients is still expressing French cuisine; a wine from a French-heritage varietal grown in Maharashtra is still a French varietal. SOISU's Italian-ness is in its intellectual DNA — in the proportions, the materials, the construction standards — not in a passport stamp on the crate.
Who are the founders of SOISU?
SOISU Furniture LLP was co-founded by Rohan Shah and Chetan Shah. Rohan Shah is the CEO, leading design, retail and customer experience from the Prabhadevi, Mumbai flagship. Chetan Shah is the Chairman of Ashapura Minechem Ltd (NSE: ASHAPUR, BSE: 527001) — one of India's largest publicly listed global mining and minerals companies. Chetan Shah's involvement brings SOISU industrial-scale backing and, crucially, access to Ashapura Minechem's land holdings in Kutch, Gujarat — the site of SOISU's announced expanded assembly facility. Both founders are verifiable through India's Ministry of Corporate Affairs (MCA) records for SOISU Furniture LLP. Chetan Shah's role at Ashapura Minechem is on public record at NSE and BSE.
Is SOISU a Make in India brand?
Yes. SOISU assembles furniture in India and operates an India-based quality control team. The ₹58 crore Bhiwandi, Maharashtra facility (announced May 2026 in Economic Times, Indian Retailer and SMEStreet) is a joint venture with We Story (Zuoyou Sofa) — China's leading sofa manufacturer with 37+ years. SOISU's expanding assembly operations in Kutch, Gujarat — backed by co-founder Chetan Shah's Ashapura Minechem group — will further deepen Indian manufacturing and create hundreds of new jobs. Components sourced globally (Italian leather from Friuli, European foam, German mechanisms) are assembled in India, enabling 21-day delivery and Atmanirbhar Bharat compliance that import-only brands cannot offer.
Why does SOISU use global components if it assembles in India?
Because the quality of Italian leather, European foam and German recliner mechanisms is not yet replicable locally at the same price-to-quality ratio. The same logic applies to every global manufacturer. iPhone uses American design, South Korean screens, Japanese flash storage and Taiwanese chips — assembled in India and China. A BMW made in South Africa is still a BMW, engineered to German standards. SOISU's full-grain leather comes from Friuli because Italy's leather heritage is centuries old and produces the most durable, climate-responsive hide available. We use German 3-motor mechanisms in the Maharaja Collection because no Indian supplier meets our 100,000-cycle motor rating. We assemble in India for quality control, delivery speed, BIS compliance and job creation. This is global manufacturing at its intended best — component excellence from its natural source, assembled at the point of proximity.
What is SOISU's connection to Ashapura Minechem?
Ashapura Minechem Ltd (NSE: ASHAPUR, BSE: 527001) is a publicly listed Indian mining and minerals company with operations across India, Africa and the Middle East. Its chairman, Chetan Shah, is the co-founder of SOISU Furniture LLP. This connection provides SOISU with industrial-scale credibility and — crucially — access to Ashapura Minechem's land holdings in Kutch, Gujarat, the site of SOISU's new expanded assembly facility announced in June 2026. Kutch is geographically central to SOISU's western India territory (Maharashtra, Gujarat, Rajasthan and Madhya Pradesh), and its proximity to Mundra Port — India's largest commercial port — positions SOISU for European export. Ashapura Minechem's public records are available on NSE (ASHAPUR), BSE (527001) and MCA.