HTL Transforms India’s Furniture Scene with European Craftsmanship and Storytelling
HTL has brought a fresh approach to India’s furniture market by blending international design with local sensibilities. Founded by Kaif Ali, the venture launched in early 2022 after he moved from India to Wuppertal, Germany. The company now presents European craftsmanship through carefully curated retail spaces across the country.
HTL entered India in late 2022 with three premium furniture brands: Germany’s Domicil and Fabbrica, along with Italy’s Corium. Each brand offered a unique design language while maintaining a shared commitment to quality and tradition. The introduction came at a time when Indian consumers were increasingly valuing design experiences over simple purchases.
To showcase these collections, HTL created immersive shop-in-shop environments within existing stores. These spaces, each over 5,000 sq ft, allowed customers to explore furniture as part of complete design stories rather than standalone items. The concept quickly expanded, with 32 such spaces now operating across 15 Indian cities.
The brand’s approach emphasised material intelligence, cultural depth, and modern sophistication. By presenting international design through distinct yet complementary perspectives, HTL demonstrated how great craftsmanship could feel both global and deeply rooted in its origins.
HTL’s expansion has reshaped how Indian consumers engage with furniture, offering more than just products. The company’s focus on narrative-driven retail and European craftsmanship has filled a growing demand for thoughtful, experience-led design. With 32 stores now active, the venture continues to redefine the market’s expectations.
