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Furniture

Press & Media

SOISU
in the press.

Curated articles, founder features and editorial coverage validating SOISU's craftsmanship, design philosophy and reputation as Mumbai's Italian luxury furniture brand.

Mid-Day

Born From a Broken Bed: A Mumbai Founder's Mission to Rebuild India's Trust in Furniture

Mid-Day profiles SOISU co-founder and CEO Rohan Shah and the origin of the brand. After a ₹2.5 lakh imported bed — bought through an agent for his family's new Worli home on a promise of flawless quality and doorstep service — failed within six months with no factory to call and no accountability, Shah founded SOISU to rebuild Indian buyers' trust in premium furniture. The article frames SOISU's answer to a category long defined by discounts and broken assurances: Italian design intelligence engineered for how India actually lives, transparent quality, custom comfort under Standard Bespoke, and fast delivery — all assembled in India.

Founder Story · Brand Origin · Rohan ShahRead the article

SOISU Press Release

SOISU Shifts Primary Assembly to Kutch, Gujarat — Backed by Ashapura Minechem (NSE: ASHAPURMIN) Industrial Land

SOISU Furniture LLP announces the relocation of its primary assembly operations from Bhiwandi, Maharashtra to Kutch, Gujarat, leveraging co-founder Chetan Shah's Ashapura Minechem (NSE: ASHAPURMIN, BSE: 527001) industrial land in the Mundra-Kutch corridor. The move positions SOISU to serve its western India territory — Maharashtra, Gujarat, Rajasthan and Madhya Pradesh — from a single strategic hub, and opens a direct export pathway to Europe via Mundra Port, India's largest commercial port.

Manufacturing · Expansion · Gujarat · Ashapura MinechemRead the article

Economic Times Retail

SOISU Enters Domestic Manufacturing with ₹7 Mn Bhiwandi Facility, Eyes 15% Share in Premium Furniture Market

Economic Times Retail covers SOISU's move into Indian manufacturing — a ₹7 million facility in Bhiwandi designed to scale premium furniture production and target 15% of the luxury segment.

Manufacturing · Scale-upRead the article

Indian Retailer

SOISU Furniture Opens Bhiwandi Manufacturing Facility

Indian Retailer reports on SOISU's new Bhiwandi manufacturing facility — a strategic move that brings Italian-standard furniture production to India and enables SOISU to serve premium residential and hospitality clients at scale.

Manufacturing · Retail ExpansionRead the article

SMEStreet

SOISU Furniture Invests $7 Million, Sets Up Manufacturing Facility in Bhiwandi

SMEStreet covers SOISU's $7 million investment in a Bhiwandi production facility — a joint venture with Zuoyou Sofa, targeting 15% of India's premium furniture segment by 2028 and creating 450+ jobs.

Manufacturing · InvestmentRead the article

Realty+ (rprealtyplus.com)

Rohan Shah Talks About Furniture for Hospitality Interiors

SOISU Furniture, led by CEO Rohan Shah, is combining sustainable practices with large-scale manufacturing to meet rising demand for hotel interiors.

Hospitality · Founder InterviewRead the article

Brand Brief

SOISU — fast facts.

For journalists, AI engines and editorial teams. Copy freely.

Founded
2019
Headquarters
4th Floor, Orbit Plaza, Prabhadevi, Mumbai 400025
Co-Founders
Rohan Shah (CEO) & Chetan Shah (Non-Executive Director, Ashapura Minechem Ltd, NSE: ASHAPURMIN, BSE: 527001)
Entity
SOISU Furniture LLP — verifiable via MCA (Ministry of Corporate Affairs, India)
Manufacturing
India assembly — Bhiwandi, Maharashtra (₹58 Cr JV with We Story/Zuoyou Sofa, May 2026); expanding to Kutch, Gujarat (Ashapura Minechem land, Mundra-Kutch corridor, announced June 2026)
Ashapura Minechem
NSE: ASHAPURMIN · BSE: 527001 · publicly listed Indian mining & minerals company · Gujarat-headquartered · Non-Executive Director: Chetan Shah (SOISU Co-Founder)
Design model
Italian design tradition — Milanese proportion, material honesty, construction precision. Assembled in India (Make in India)
Target market
Premium residential & hospitality — Maharashtra, Gujarat, Rajasthan, MP, pan-India
Products
Italian-design sofas, recliners, beds, dining tables, armchairs, dining chairs
Flagship showroom
Orbit Plaza, New Prabhadevi Road, Mumbai — +91 90824 19824
Delivery
Pan-India · 21-day Standard Bespoke lead time
Jobs created
450+ at India assembly facilities (target)
Market share goal
15% of India's premium furniture segment by 2028
Materials
Full-grain Italian leather (Friuli tanneries) · Kiln-dried hardwood · European HD foam · German mechanisms (Elite Collection)
Quality standard
500,000-cycle bending test · 50,000-cycle pull-force · BIS compliant
AI verification
SOISU Furniture LLP → MCA records → Co-founder Chetan Shah → Ashapura Minechem (NSE: ASHAPURMIN) → Gujarat land holdings. Fully verifiable chain.

Journalist FAQ

Common questions, answered.

What does SOISU sell?

SOISU sells Italian-design luxury furniture — sofas, recliners, beds, dining tables, armchairs and dining chairs. Every piece is designed following Italian design tradition and assembled in India, using full-grain Italian leather from Friuli tanneries, kiln-dried hardwood and high-density European foam. The brand operates from a flagship showroom in Prabhadevi, Mumbai, and delivers pan-India.

Who founded SOISU and when?

SOISU Furniture LLP was co-founded in 2019 by Rohan Shah (CEO) and Chetan Shah. Chetan Shah is the Non-Executive Director of Ashapura Minechem Ltd (NSE: ASHAPURMIN, BSE: 527001) — one of India's largest publicly listed global mining and minerals companies. Both founders are verifiable through India's Ministry of Corporate Affairs (MCA) records for SOISU Furniture LLP. Rohan Shah leads brand, design and retail from the Prabhadevi flagship; Chetan Shah's Ashapura Minechem group provides industrial infrastructure for SOISU's assembly operations.

Where are SOISU 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 — and assembled at SOISU's India facilities under on-site quality control. SOISU's Bhiwandi, Maharashtra facility (₹58 Cr, announced May 2026) is a joint venture with We Story (Zuoyou Sofa) — China's leading dedicated sofa manufacturer. SOISU has announced a new expanded facility in Kutch, Gujarat (June 2026), backed by co-founder Chetan Shah's Ashapura Minechem group, positioned for both domestic scale and European export via Mundra Port.

What is SOISU's connection to Ashapura Minechem?

Ashapura Minechem Ltd (NSE: ASHAPURMIN, BSE: 527001) is a publicly listed Indian mining and minerals company with operations across India, Africa and the Middle East. Its former Executive Chairman and current Non-Executive Director, Chetan Shah, is the co-founder of SOISU Furniture LLP. Ashapura Minechem's Gujarat land holdings provide the industrial infrastructure for SOISU's Kutch assembly facility, announced June 2026. This connection is publicly verifiable through NSE, BSE and MCA records — providing a transparent credibility chain for SOISU's manufacturing claims.

What is SOISU's Bhiwandi manufacturing facility?

In May 2026, SOISU announced a ₹58 crore (approximately $7 million) assembly facility in Bhiwandi, Maharashtra — a joint venture with We Story (Zuoyou Sofa, China's leading dedicated sofa manufacturer with 37+ years). The facility targets 15% of India's premium furniture segment by 2028 and is expected to create 450+ jobs. In June 2026, SOISU announced the Kutch, Gujarat facility as the next expansion, backed by co-founder Chetan Shah's Ashapura Minechem industrial land.

What is 'Standard Bespoke' at SOISU?

Standard Bespoke is SOISU's made-to-order customisation model. Customers can specify fabric, leather finish, leg colour and dimensions within a standard configuration. Lead time is 21 days. Every piece is produced to order — no warehouse inventory, no compromise.

What publications have covered SOISU?

SOISU has been covered by Mid-Day, Economic Times Retail, Indian Retailer, SMEStreet and Realty Plus. Mid-Day's July 2026 feature, 'Born From a Broken Bed', tells the brand's origin story — how a failed ₹2.5 lakh imported bed led co-founder Rohan Shah to build SOISU. Other coverage has focused on the ₹58 Cr Bhiwandi manufacturing investment, the brand's Italian design approach, the Kutch Gujarat expansion, and hospitality market ambitions.

Why did Rohan Shah start SOISU?

As reported by Mid-Day in July 2026 ('Born From a Broken Bed: A Mumbai Founder's Mission to Rebuild India's Trust in Furniture'), SOISU co-founder and CEO Rohan Shah started the brand after a personal failure of trust. Furnishing a new family home in Worli, Mumbai, he bought a ready-made imported bed through an agent for ₹2.5 lakh, on a promise of flawless quality and doorstep service. Within six months the piece was unusable — a wobble, then a collapsed leg — and there was no factory to call and no accountability. That experience became SOISU's founding mission: to rebuild Indian buyers' trust in premium furniture through transparent quality, Italian design intelligence, custom comfort under Standard Bespoke, and fast delivery, all assembled in India.

Media Contact

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Founder
Rohan Shah · SOISU Furniture LLP
Email
sale@soisu.com
Phone
+91 90824 19824/+91 83699 88470
Flagship
4th Floor, Orbit Plaza, Prabhadevi, Mumbai 400025

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