As India’s luxury hospitality sector moves towards more personalised, design-led guest experiences, global furnishing brands are increasingly eyeing the market for growth opportunities. US-based FabricaKraft, a custom soft-furnishings company known for its zero minimum order quantity (MOQ) model and made-to-order approach, has identified India as a strategic market in its global expansion plans. The company sees rising demand from luxury hotels, resorts, boutique properties and premium dining destinations for bespoke furnishings that combine aesthetics, functionality and sustainability. In an interaction with Asmita Mukherjee,Neha Khanna, CEO & Co-Founder, Fabrica Kraft (USA), shares the company’s India growth strategy and explains how customisation and ethical manufacturing are driving its approach to the evolving hospitality market.
Why did FabricaKraft choose India as its next growth market, and what opportunity do you see in the country’s luxury hospitality sector?
India’s luxury hospitality sector is moving beyond imported aesthetics and catalogue-led décor. The new generation of hotels, resorts and restaurants wants to create a distinct sense of each place; spaces that are memorable, locally relevant and designed around the guest experience.
That shift made India a natural growth market for FabricaKraft. Luxury hospitality here is expanding rapidly, but the more interesting opportunity is the growing demand for personalisation without compromising performance. A beautiful cushion or furnishing must also withstand intensive use, changing weather conditions and demanding maintenance cycles.
FabricaKraft sits at this intersection of design and functionality. Our made-to-order approach, bespoke sizing, outdoor-performance fabrics and ability to execute project-specific requirements allow designers and hospitality brands to create something distinctive rather than settle for standardised products. We believe the next chapter of luxury hospitality in India will be defined not by how expensive a space looks, but by how thoughtfully and individually it has been created.
What is your planned investment for India, and how do you intend to build your presence over the next 3–5 years?
Our investment in India will be phased and opportunity-led. Rather than committing capital simply to establish a footprint, we want to invest where it directly improves what architects, designers and hospitality brands need most: greater product choice, faster project support, dependable customisation and the ability to execute small-batch requirements without compromising quality.
Our focus will be on building strong relationships with architects, interior designers, hospitality groups and procurement partners. As demand grows, we intend to expand our product portfolio for Indian conditions, strengthen local project coordination and develop a more responsive supply and fulfilment system.
Over the next three to five years, our ambition is for FabricaKraft to become a trusted custom-furnishings partner for India’s premium hospitality sector, not merely another supplier entering the market. We see India as a long-term growth region, and our investment will grow alongside the network, capabilities and demand we build here.
Which hospitality segments and geographies are you targeting first – luxury hotels, resorts, boutique properties, or branded restaurants?
Our initial focus will be on hospitality businesses and premium homes where furnishings are not treated as an afterthought, but as an important part of the guest experience. This includes boutique hotels, resorts, premium homestays, design-led luxury properties, serviced apartments, branded restaurants, cafés, villas & luxury homes.
These segments are moving away from standard, catalogue-led products. They need cushions tailored to unusual spaces, outdoor furnishings that can withstand demanding conditions, curtains and table linen aligned with the property’s design language, and small-batch solutions that can be customised without the constraints of mass production. That is precisely where FabricaKraft can add value.
Geographically, we will initially focus on major design and hospitality markets, along with high-growth leisure destinations where premium properties are being developed or renovated. Rather than spreading ourselves thinly across India, we want to build strong clusters of relationships with architects, interior designers, hospitality groups and procurement partners. Our strategy is to establish credibility through distinctive projects and allow those partnerships to drive expansion into the next set of markets.
Your zero-MOQ model is unique. How does it solve procurement challenges for independent hotels and boutique hospitality brands?
There are so many unique situations where not having access to low MOQ vendors. It is a huge constraint, like custom cushions for just one pool deck lounger, table linen created for a particular dining concept, or many times a designer may need to experiment with a new look in a few rooms before extending it across a property.
FabricaKraft allows properties to procure exactly what a project requires in the appropriate size, fabric, finish, and quantity. This reduces upfront expenditure, avoids surplus inventory, and makes phased renovations or design trials far easier to manage.
Most importantly, it enables smaller hospitality brands to access the level of customisation usually accessed by large client groups. They do not have to choose between individuality and commercial practicality; they can create a distinctive guest experience one space, one collection or even one piece at a time.
How do you plan to work with hotel chains, architects, interior designers, and procurement companies in India?
We want to engage with hotel chains, architects, interior designers and procurement companies at the project-brief stage, before the major design and sourcing decisions have already been made. FabricaKraft’s role is not simply to supply products from a catalogue, but to translate a project’s design intent and operational requirements into made-to-order soft furnishings.
That begins with understanding how each space will be used: the dimensions, aesthetic direction, fabric performance, maintenance needs, quantities and delivery schedule. We can then develop custom cushions, covers, curtains, table linen, outdoor furnishings and other soft goods specifically for the property.
For architects and interior designers, our value lies in helping them bring their ideas to life that standard sizes and catalogue products cannot do. For hotel chains, the priority is consistency across rooms or properties, specifications that are easily repeated, dependable quality and the flexibility to manage order quantity ranging from a single bespoke product to a wider rollout.
We want to function as an extension of our clients project team like a trusted partner capable of delivering to the design vision while also meeting the practical demands of each project.
With ESG becoming a procurement priority, how does your ethical manufacturing model create value for hospitality businesses?
For hospitality businesses, ESG commitments are increasingly being tested at the procurement level. It is no longer enough to publish a sustainability statement; brands must be able to demonstrate how products are made, who makes them, and whether their sourcing decisions reflect the values they communicate to guests, investors, and corporate clients.
FabricaKraft’s ethical manufacturing model makes the ESG responsibility tangible. Our attention to inclusive production, women-led craftsmanship, and responsible working practices gives hospitality partners a credible sourcing story behind the finished product—not simply an ESG claim created for marketing.
Our made-to-order model also reduces the need for speculative purchasing and surplus inventory. Clients are free to place orders according to their project needs, minimising material wastage, unnecessary stockpiling and the monetary burden.
In a sector where luxury is increasingly judged not only by looks, but also by the values behind it, ethical manufacturing is the genuine point of differentiation.
What are your growth targets for India in terms of partnerships, projects, or revenue over the next few years?
Our ambition is to become one of the most trusted custom soft-furnishings partners for the country’s premium hospitality sector.
While we would prefer not to disclose specific revenue targets at this stage. Our growth will be driven by three priorities: building long-term partnerships with architects, interior designers, hospitality groups and procurement companies; establishing FabricaKraft through distinctive, high-visibility projects; and converting successful collaborations into repeat business across multiple properties.
Over the next few years, we want to work with designers, architects, boutique hotels, luxury resorts, branded restaurants and design-led properties where customisation, performance and responsible production influence procurement decisions. We want to build credibility through a carefully selected portfolio of meaningful projects.
For us, the strongest indicator of success will be when a designer or hospitality group that works with FabricaKraft returns to us for its next project. Revenue will follow, but repeat partnerships, project credibility and becoming a preferred name for premium custom soft furnishings will be the more important measures of our progress in India.
