FIG Living, which made its debut in October 2023, is quickly ascending to become a brand to watch in the realm of artisanal and mindful home decor products. The brand showcases an impressive selection of on-trend products with a budget-friendly pricing. A fusion of Indian and Scandinavian design aesthetics, the brand creates a striking balance between vibrant accents and calming neutrals.
With a notable lineage tracing back to Inmark Exports, a 25-year-old enterprise distinguished as a government recognised star-rated export house celebrated for supplying paper decor products and lighting decor to some of the world’s most prominent home furnishings brands, FIG Living carries forward a legacy.
FIG Living initially focuses on decorative lighting, but has ambitious plans to quickly expand into other home decor segments. From bath and living textiles to candles, tabletop accessories, wall decor, and kitchenware, FIG Living aims to holistically transform living spaces. An important aspect of FIG Living’s identity is its commitment to curation. Recognizing the potential pitfalls of an overwhelming array of choices in the home furnishing sector, Sushant, creator of the brand, observes, “Choice, at times, can pose more of a challenge than an advantage for brands. Faced with a multitude of options, consumers often resort to heuristics and shortcuts like relying on reviews or hearsay, potentially leading to suboptimal selections.” As Indians invest more time and money to decorate their own homes – a space to unwind and release tension, FIG promises to showcase a curated portfolio to look out for in home decor space.
The FIG Living team aims to bring coherence to India’s fragmented home decor market. A significant opportunity of approximately 30,000 crore INR (Euromonitor) exists within the home decor direct-to-consumer (D2C) space in India alone, enabling the brand to lead the charge in good design, innovation and engineering. To achieve this vision, Sushant Sharma emphasizes the importance of engineering-first principles. He states, “In light of this, our first directive to our designers is to prioritize engineering, pushing them to explore Knock-Down (KD) or flat pack solutions.” In order to emphasize the importance of functional-first home products, FIG was coined as an acronym for Functionality Inspired Goods.
The founder of the brand, Sushant Sharma, brings years of brand and marketing experience, having held key roles at boAt, India’s leading smart wearables brand. His previous experience includes working as a Brand Strategist at Publicis Groupe SA. Sushant’s educational background, culminating in an MBA from MICA, Ahmedabad, solidifies his role as the driving force behind FIG Living’s creative identity.
