For India’s urban millennials and Gen Zs, especially renters in the 22–35 age group, ownership no longer aligns with their fast-paced, flexible lifestyles.
Furlenco (Source: freepik)
In an age where mobility trumps permanence, today’s aspirational Indians are shedding the traditional obsession with ownership of homes, cars, and even furniture. At the forefront of this shift is Furlenco, a Bengaluru-based furniture subscription platform that’s rewriting how urban India sets up home.
It all began when Ajith Mohan Karimpana, Founder and CEO of Furlenco, returned from the US and had to sell his furniture at a fraction of its value. That experience sparked a radical idea: what if people could rent high-quality furniture just like they rented homes? The result was Furlenco, built on a simple insight-urban Indians want beautiful homes, but without the long-term commitment and logistical headaches of ownership.
“If renting homes is normalized, why not furniture?” Karimpana asked.
For India’s urban millennials and Gen Zs, especially renters in the 22–35 age group, ownership no longer aligns with their fast-paced, flexible lifestyles. Furlenco’s subscription model caters to this demographic by offering design-forward, ready-to-use furniture on flexible terms.
“Our model fills a glaring gap in the market. We're serving a large, underserved segment that values quality and flexibility over permanence,” Karimpana says.
Furlenco’s Gen Z customer base now contributes nearly 20% of its revenue, driven by a dedicated product range that matches their lifestyle: multifunctional, space-saving, and design-conscious.
“This generation doesn’t want to be tied down. They’re experience-first, environmentally aware, and keen on value. So, we’ve tailored offerings to students and early job-seekers with price points and features that reflect that,” says Karimpana.
Furlenco’s UNLMTD model offers entire home setups at a single price. This is in response to consumer demand for wanting a buffet of furniture offerings rather than picking one or a few pieces on rental. They prefer to instead opt for all-inclusive packages that dramatically simplify decision-making.
“UNLMTD flipped the script. It increases perceived value and encourages longer engagement. Customers using this plan take up 3X more products and stay with us longer,” he says.
This buffet-style approach is especially popular among families and those relocating, making it a cornerstone of Furlenco’s growth engine.
Furlenco’s projected revenue leap from INR 140 crore in FY24 to INR 230 crore in FY25 is driven by product innovation, geographic expansion, and changing consumer attitudes as the founder points out.
“With our own manufacturing and efficient operations, we're no longer limited by supply,” Karimpana says. He informs, strategic partnerships, such as the one with investor Sheela Foam, have also strengthened the company’s backend capabilities.
Despite being a digitally native brand, Furlenco is going offline with flagship stores in Bengaluru and expansion plans for high-growth Tier-II cities.
“These cities are seeing month-on-month growth of 50%. Offline builds trust. People want to touch and feel before committing. So, we’re creating a seamless omnichannel experience,” Karimpana shares.
Furlenco’s vertically integrated model from design and manufacturing to last-mile delivery helps maintain a delicate balance between premium aesthetics and cost-efficiency.
“Whether you’re in Mumbai or Lucknow, you get the same design and quality. Our refurbished line makes high design accessible while reducing waste,” says Karimpana.
Further, sustainability is core to Furlenco’s operations. Refurbished furniture is processed in dedicated centers across cities, drastically reducing environmental impact and waste.
“Every reused product saves the resources needed to make a new one, and customers, especially younger ones, are actively choosing this,” Karimpana notes.
With legacy furniture retailers and a sea of D2C startups entering the space, Furlenco’s differentiation lies in its full-stack capabilities.
“We’re not just renting furniture, we're delivering aspirational living. Our edge comes from tech-driven operations, flexible subscriptions, and service excellence. That’s what earns loyalty,” Karimpana says.
Further, the company uses technology in enhancing personalized checkout experiences to manage inventory, delivery schedules, and refurbishments, technology powers Furlenco’s entire backend.
So, what’s next? For Karimpana, Furlenco is just getting started.
“Our mission is to make aspirational living accessible for the next 100 million Indian homes,” he says. Karimpana informs plans of expanding into appliances, bundled services, and lifestyle solutions. “We’re creating a platform where young Indians can live better without the baggage of ownership,” he adds.
In a world where permanence is passé and flexibility is freedom, Furlenco is tapping into a generational mindset shift, designed rental at a time.
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