Interio gives a new identity to furniture shopping – a new experience to suit the modern Indian homes and changing lifestyle

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Mumbai , June 25, 2025: Interio , a part of Go The Rays Enterprises Group and one of India’s leading furniture brands, has reinvented furniture shopping by keeping in mind the changing preferences of Indian consumers and the demand for a smart , personalized lifestyle. The brand has further empowered the consumer experience by integrating emotional design , regional preferences and technology. Interio is strengthening its omnichannel model to provide a consistent and meaningful experience at every touchpoint.

To understand consumer behaviour in depth , Interio has partnered with XLRI ‘s Brain Lab. Under this initiative, biometric responses of consumers like eye movement and heart rate are being tracked to understand which designs attract them at first sight. Product designs are being prepared based on this information.

Dr. Dev Narayan Sarkar, Senior Vice President and Consumer Business Head, Interio , said ,
“ Today’s Indian consumer wants not just functional capabilities , but also an emotional connection and a personal touch. Be it a sofa with charging ports , a modular study desk for kids , or beds designed as per regional needs — we are delivering thoughtful solutions at every level that connect with people. Through digital tools , research-based insights and our dealer network, we are delivering an experience that connects across generations and geographies. With digital tools , research-based vision and our dealer network , we are creating an integrated experience that works across generations and geographies.”

Interio has expanded its e-commerce reach to 17,000+ pin codes till date , along with a strong offline presence through 1,015+ exclusive showrooms and 4,000+ retail touchpoints . It has a 15% market share in India’s organized furniture retail segment and has recorded a sales growth of 23% in the last year . The brand is offering a “phygital” (physical + digital) experience through features like 360° virtual walkthroughs , 3D room planners, and AI- based product recommendations .

To help customers visualise their ideal room , the brand has launched tools such as a room planner and a 3D configurator , allowing them to create real-time designs in collaboration with the store team. Over 25,000 customers have used these tools so far , leading to a 6% higher conversion rate compared to traditional methods .

Understanding the growing demand for personalisation and customisation , Interio recently launched the UPMODS range — a modular furniture system that offers 2,450+ configuration options . Customers can upgrade or modify it as per their needs over time. The brand expects to generate revenues of ₹50 crore in the first year from this premium yet accessible range.

In the backend , in -depth robotic process automation ( RPA) And is investing in connected tech platforms , making the supply chain faster and more efficient. In the near future , the company plans to bring all its dealer partners on a D2C ( direct-to-consumer) portal , allowing customers to order directly and get faster delivery from the nearest retail hub .