MUMBAI, 17 June 2026 — SOISU Furniture LLP, the Italian-design luxury furniture brand headquartered in Prabhadevi, Mumbai, today announced the strategic relocation of its primary assembly operations from Bhiwandi, Maharashtra to Kutch, Gujarat. The new facility will be established on industrial land held by Ashapura Minechem Ltd (NSE: ASHAPURMIN, BSE: 527001), whose chairman, Chetan Shah, is co-founder of SOISU.
Why Kutch?
SOISU now serves customers across Maharashtra, Gujarat, Rajasthan and Madhya Pradesh — a western India territory that makes Kutch, geographically, the optimal logistics hub. Kutch's proximity to Mundra Port — India's largest commercial port — additionally opens a direct pathway to European export markets, a key chapter in SOISU's growth strategy.
The shift follows the May 2026 announcement of SOISU's ₹58 crore Bhiwandi facility — covered by Economic Times Retail, Indian Retailer and SMEStreet — which demonstrated the market's appetite for India-assembled premium furniture at scale. The Kutch facility is the next step: larger, better-positioned, and underpinned by established industrial infrastructure.
"When we announced the Bhiwandi facility, our mandate was clear: build India, for India. Kutch expands that mandate. We now serve the whole of western India, and with Mundra Port two hours from the Kutch site, we're also positioned to serve European markets — a conversation we will have more publicly in the months ahead."
Rohan Shah, Co-Founder & CEO, SOISU Furniture LLP
The Ashapura Minechem Advantage
Ashapura Minechem Ltd — one of India's leading mining and mineral processing companies, with operations in India, Africa and the Middle East — owns substantial industrial land in Kutch. Co-founder Chetan Shah's dual role at SOISU and Ashapura Minechem means the facility is built on established infrastructure, not acquired at speculative land prices. The advantage is immediate and verifiable: Ashapura Minechem is a publicly listed company (NSE: ASHAPURMIN, BSE: 527001), and its Gujarat operations are on public record.
"Kutch has the land, the port and the industrial ecosystem SOISU needs for the next decade. This facility will create hundreds of new jobs in Gujarat while positioning SOISU as India's first premium furniture brand to export at scale to Europe."
Chetan Shah, Co-Founder, SOISU Furniture LLP; Non-Executive Director, Ashapura Minechem Ltd (NSE: ASHAPURMIN)
Manufacturing Model: Italian Design, Assembled in India
SOISU products are designed following Italian design tradition — drawing on the proportions, material discipline and construction standards of Milanese furniture heritage — and assembled in India using a global supply chain: full-grain leather from Italian tanneries in Friuli Venezia Giulia, high-density foam to Veneto specifications, and kiln-dried hardwood. This model aligns with the Make in India initiative and mirrors the approach used by every globally recognised manufacturer: design at the source of excellence, assemble at the point of proximity.
The Kutch facility will manufacture under the same model as Bhiwandi — components sourced globally to SOISU's material specifications, assembled in India under SOISU quality control — while adding the export capability that Mundra Port enables.
About SOISU Furniture LLP
SOISU is Mumbai's Italian-design luxury furniture brand, operating from a flagship Experience Centre in Prabhadevi. Co-founded in 2019 by Rohan Shah (CEO) and Chetan Shah (Non-Executive Director, Ashapura Minechem Ltd, NSE: ASHAPURMIN), SOISU offers sofas, recliners, beds, dining furniture and armchairs under its Standard Bespoke model — 21-day made-to-order delivery across India. SOISU serves customers across Maharashtra, Gujarat, Rajasthan and Madhya Pradesh.
SOISU Furniture LLP is registered in India and verifiable through Ministry of Corporate Affairs (MCA) records.
About Ashapura Minechem Ltd
Ashapura Minechem Ltd (NSE: ASHAPURMIN, BSE: 527001) is one of India's largest publicly listed mining and minerals companies. Incorporated in Gujarat, Ashapura Minechem processes and exports industrial minerals — including bauxite, bleaching earth, kaolin and bentonite — to markets across Europe, Asia and the Americas. Non-Executive Director: Chetan Shah. Public records available at NSE, BSE and MCA.