In a market flooded with mass-produced homogeneity, Gaurav Jain’s Orange Tree stands as a testament to conscientious luxury. Established in 2014, this contemporary lifestyle brand emerges from the fertile ground of Basant—the internationally acclaimed manufacturer founded by his father Vinay Kumar Jain in 1998 in Jodhpur’s artisanal heartland.
What distinguishes Orange Tree is its deliberate fusion of global aesthetics with local craftsmanship. Jain has masterfully channelled his international exposure into creating pieces that speak a universal design language while preserving India’s rich artisanal heritage. Each creation—whether furniture, lighting, or décor—reflects the brand’s commitment to minimalism that never sacrifices the soul.
Environmental responsibility sits at the core of Orange Tree’s philosophy. The brand’s in-house design team experiments across diverse materials—acacia, Sheesham, metal, stone, and natural fibres—creating pieces that balance ecological consciousness with contemporary elegance.
This approach has resonated profoundly with discerning consumers, culminating in the prestigious ‘Best Furniture Design’ award at HGH Mumbai 2024. More significantly, it represents a paradigm shift in Indian luxury goods—proving sustainability and modern aesthetics can coexist harmoniously.
While Orange Tree benefits from Basant’s illustrious collaborations with Crate and Barrel, West Elm, and Zara Home, Jain has carved a distinct identity for his brand—one that “leads with its heart, nurtures the soul, and celebrates the spirit of design.”
In this thought-provoking conversation as part of DTalks, Gaurav Jain opens up about his journey and the design process behind Orange Tree.
Q. How would you describe Orange Tree’s signature design aesthetic, and how has it evolved while working in India?
Gaurav Jain: Orange Tree’s design philosophy is rooted in an intuitive approach that rejects global trends in favour of inspiration drawn from diverse sources such as fashion, art, museums, and movies. Over time, while working in India, the brand has tailored its designs to suit Indian preferences, incorporating elements like storage beds and vibrant fabrics, which are particularly favoured in the local market.
Working in India has profoundly shaped our evolution. We’ve adapted our designs to embrace local preferences—introducing practical elements like storage beds and incorporating vibrant fabrics that resonate with Indian consumers while maintaining our clean, modern aesthetic.
My experience abroad, particularly during my studies in Germany, revealed a technological gap in the Indian furniture industry. Simultaneously, I observed an emerging demographic of well-traveled Indian consumers seeking sophisticated global designs that maintained quality while feeling culturally connected. This insight guided Orange Tree’s development.
Our material palette has become increasingly diverse, working with everything from various woods (Acacia, Oak, Teak) to metal, stone, ceramic, and natural fibres like bamboo and jute. While our designs remain contemporary and minimalistic, our production approach has evolved from purely artisanal methods to what I’d call “industrial craftsmanship”—combining traditional techniques with precision manufacturing in our 935,000 square foot facility.
This balance between innovation and tradition, global influence and local sensibility, defines Orange Tree’s evolving design language in the Indian market.
Q. What influences and inspires your current work? Could you share some movements, designers, or elements of Indian culture that have shaped your practice?
Gaurav Jain: Orange Tree draws inspiration from a dynamic fusion of global design philosophies and India’s rich cultural tapestry. We’ve developed a signature approach that remains globally relevant while being unmistakably rooted in Indian heritage, creating pieces that honour traditional craftsmanship through a contemporary lens.
My international experience, particularly my time studying in Germany while managing aspects of our family business Basant, profoundly shaped my design perspective. This global exposure allowed me to identify technological opportunities within India’s furniture industry while appreciating our unique cultural strengths.
Travel continues to be my greatest source of inspiration. Experiencing diverse design traditions first-hand has helped me recognize patterns and possibilities that might otherwise remain invisible. These journeys inform our material selections, production techniques, and aesthetic choices.
The environmental crisis has become another significant influence. Each design decision at Orange Tree is filtered through our commitment to sustainability and circular economy principles. This ecological awareness drives our material experimentation and manufacturing processes.
I find myself constantly learning from both established design experts and emerging talents. This openness to diverse perspectives—combined with our deep appreciation for India’s craft heritage and my family’s manufacturing legacy through Basant—creates the distinctive blend of influences that defines Orange Tree’s work today.
Q. Could you walk us through your creative process? How do you move from the initial concept to the final execution?
Gaurav Jain: At Orange Tree, our creative process is intentionally holistic and research-driven rather than linear. We begin not with sketching, but with deep analysis of customer data, feedback, and emerging needs to ensure our designs solve real problems.
Our R&D centre—staffed by over 50 professionals from engineering, design, and scientific backgrounds—forms the backbone of our development approach. This interdisciplinary team collaborates closely with traditional artisans, creating a unique dialogue between technical innovation and generational craftsmanship.
Inspiration comes from everywhere but trends. We deliberately look beyond the furniture industry to fashion, museums, art installations, cinema, and everyday life. These diverse influences feed into our conceptual thinking before we commit to prototyping.
The prototyping phase is rigorous and iterative. Each piece undergoes comprehensive testing for durability and material performance, while simultaneously being evaluated for production viability and cost-effectiveness. This technical assessment runs parallel with gathering initial feedback on the design’s aesthetic and functional appeal.
Only after a design succeeds in these evaluations do we move to production. The manufacturing process itself reflects our philosophy—strategically blending hand craftsmanship with precision machinery to create pieces that maintain human touch while meeting exacting quality standards.
This balanced approach—systematic yet creative, traditional yet innovative—defines our journey from concept to final execution.
Q. Your work often involves collaborations with artisans and other creatives. What draws you to these partnerships, and how do these collaborations enrich your design practice?
Gaurav Jain: Collaborations with artisans and creatives are integral to Orange Tree’s philosophy. These partnerships allow the brand to preserve traditional craftsmanship while infusing contemporary design elements. By working closely with skilled craftsmen, Orange Tree ensures that each piece reflects a blend of time-honoured techniques and modern aesthetics, resulting in authentic and innovative creations.
Q. Looking back at your portfolio, which project represents a significant turning point in your career, and among your recent works, what project are you most proud of and why?
Gaurav Jain: A significant turning point for Orange Tree was the realization of the need for upskilled technology in the Indian furniture industry. This insight led to the establishment of a state-of-the-art production facility that integrates workshops for wood, stone, and metal with automated finishing areas and testing labs. This development enabled the brand to efficiently manage both production and customer service, ensuring high-quality standards and swift order fulfilment.
Orange Tree takes pride in its Doux collection, crafted from factory waste materials. This initiative emphasizes the brand’s commitment to waste reduction, upcycling, and using eco-friendly materials. Each piece in the Doux collection is transformed through artisanal craftsmanship, telling a story of renewal and sustainability. This approach not only minimizes environmental impact but also breathes new life into discarded resources, embodying the principles of renewal and sustainability. The Doux collection not only showcases innovative design but also reflects Orange Tree’s dedication to sustainability and responsible production practices.
Q. What unique challenges and opportunities have you encountered as an emerging designer in the Indian design industry, and how are you working to overcome these obstacles?
Gaurav Jain: The Indian design landscape presents fascinating contradictions that have shaped Orange Tree’s journey. Our primary challenge has been navigating the intersection between global design sensibilities and distinctly Indian preferences. Indian consumers are simultaneously value-conscious and design-forward, seeking international aesthetics while maintaining cultural connections.
When we first exhibited our minimalist designs at Pragati Maidan in New Delhi, we encountered initial confusion from visitors expecting traditional handcrafted pieces. This cultural disconnect represented both our greatest challenge and opportunity. Rather than pivoting toward convention, we committed to consumer education—explaining our material choices, production processes, and design philosophy.
This educational approach transformed skepticism into appreciation. Within a surprisingly short timeframe, we attracted both domestic and international buyers who recognized our unique position in the market.
Our definition of “global” has been deliberately inclusive, moving beyond Western-centric influences. We consciously blend design traditions from diverse cultures, experimenting with this fusion to create pieces that resonate universally while remaining unmistakably Indian in spirit.
Operationally, balancing efficiency with personalization has required significant investment. Our integrated production facility—housing specialized workshops for various materials alongside automated finishing areas and testing labs—enables us to maintain quality control while reducing lead times. This infrastructure allows us to deliver the personalized experience customers expect without sacrificing the craftsmanship that defines our brand.
Q. How do you approach sustainability and eco-friendly practices in your designs, particularly considering India’s traditional wisdom and contemporary environmental challenges?
Gaurav Jain: Sustainability isn’t a marketing strategy for Orange Tree—it’s foundational to our identity, deeply informed by both India’s traditional reverence for natural materials and our contemporary environmental responsibilities.
Living in Jodhpur, “the sun city,” we’ve harnessed our natural advantages by powering our facilities predominantly with solar energy—currently meeting 70-75% of our power needs. We’ve implemented comprehensive systems for rainwater harvesting and resource conservation, including recycling sawdust as kiln fuel for drying raw wood.
Our commitment extends beyond operational practices to active regeneration. Our plantation project systematically plants 5,000 high-quality Sheesham saplings annually, creating a virtuous cycle of replenishment. Our Doux collection specifically transforms factory waste materials into premium products, exemplifying our upcycling philosophy. We’ve also transitioned to water-based polishing materials instead of petrochemicals throughout our production process.
India’s heritage of working with natural materials—wood, metal, rattan, stone, marble, and cane—provides both inspiration and direction. We honor these traditional material choices while presenting them through contemporary aesthetics, creating pieces that resonate emotionally through both nostalgia and innovation.
Through initiatives like Raw Foundry, we’re nurturing the next generation of responsible designers by collaborating with educational institutions and creative communities. This focus on mentorship ensures sustainability principles extend beyond our immediate production to influence broader design thinking.
As Indian consumers, particularly urban millennials and Gen Z, become increasingly environmentally conscious yet skeptical of greenwashing, our transparent practices and verifiable certifications build authentic trust while advancing our circular economy vision.
Q. What’s your most exciting recent design or art discovery that’s influencing your current thinking?
Gaurav Jain: A recent exciting development for Orange Tree is the Raw Foundry initiative, designed to nurture young talent and foster a culture of responsible design. By collaborating with educational institutions and design platforms, this initiative inspires environmental stewardship through innovative creations, sparking meaningful dialogue and action towards a sustainable future.
Q. As you look ahead, what kind of projects or directions would you like to explore?
Gaurav Jain:Looking ahead, Orange Tree plans to enhance its retail footprint across the country, building upon the success of its existing stores. This strategic growth aims to showcase the brand’s design quality and ethos to a broader audience, further establishing Orange Tree as a leader in sustainable and innovative design in India.
Q. For aspiring designers looking to make their mark in India’s design landscape, what wisdom would you share from your journey?
Gaurav Jain: Aspiring designers should embrace a holistic approach to materials, processes, techniques, and society. Travel and exposure to global trends can broaden perspectives, but it’s essential to adapt these insights to local contexts. Maintaining a commitment to sustainability and continuous learning from both experts and newcomers can drive innovation and success in the evolving Indian design landscape.
Q. How do you build visibility and reach out to potential clients – what platforms and strategies have worked best for you?
Gaurav Jain: To enhance visibility and connect with potential clients, we leverage various platforms and strategies:
- Online Presence: Our official website serves as a comprehensive platform showcasing our products and design philosophy.
- Social Media: We actively engage with our audience through Instagram, sharing our latest designs, behind-the-scenes processes, and collaborations.
- Collaborations: Partnering with interior designers and participating in design exhibitions allows us to reach a broader audience and showcase our commitment to quality and innovation.
Q. From your experience, what are the crucial dos and don’ts for young designers trying to establish themselves in India, and what professional forums or communities would you recommend they join?
Gaurav Jain:
- Dos:
- Embrace Sustainability: Incorporate eco-friendly materials and practices into your designs to meet the growing demand for sustainable products.
- Continuous Learning: Stay updated with global design trends and technological advancements to keep your work relevant and innovative.
- Network Actively: Engage with design communities, attend workshops, and participate in industry events to build valuable connections.
- Don’ts:
- Avoid Overcomplication: Simplicity often leads to elegance. Avoid adding unnecessary elements that may clutter your designs.
- Neglecting Cultural Context: Ensure your designs resonate with the cultural and regional sensibilities of your target audience.
We encourage young designers to join professional forums and communities such as the India Design Council and the Institute of Indian Interior Designers (IIID). These platforms offer opportunities for learning, networking, and professional growth.
Twilight Dining table. Courtesy of Orange Tree
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