How this Tier 3 city Entrepreneur made Saraf Furniture a national brand

Raghunandan Saraf grew up observing his family’s furniture export business as a child. His family has been part of the unorganised furniture industry for almost four decades. Post his graduation from Shri Ram College of Commerce, Delhi, Raghunandan, after returning to his hometown in Sadarshahr, Rajasthan, realised the need to transform his family’s business, and the entire furniture industry.

According to IKON Marketing Consultant, about 85-90 percent of the national furniture production comes from regional, small-sized firms. In an effort to bring his family business to the organised sector, Raghunandan launched Saraf Furniture in 2014 as an independent, direct-to-consumer (D2C) brand.

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