Shivam Jindal, Director, Racconti, a burgeoning luxury interior and furniture brand based in India. In just four years, Racconti has carved a niche in the high-end design market by delivering bespoke furniture and interiors that blend Italian design flair with Indian craftsmanship.
Jindal’s family business background, rooted in industries like steel and fashion accessories, provided the foundation for this venture, which he calls a passion project initiated by his father. Today, Racconti stands as a Make-in-India success story, collaborating with renowned international designers to create original designs in India and challenging the dominance of imported European brands.
Origin Philosophy
Jindal shared Racconti was born out of a gap in the Indian furniture market. Local manufacturers had the capability to produce quality pieces, but original high-end designs were largely absent. Many makers resorted to copying Italian furniture, since discerning Indian clients loved Italian style but couldn’t afford to fill their homes entirely with imported brands. Racconti’s solution was to collaborate with top Italian designers for authentic design blueprints, then produce the pieces locally with Indian craftsmanship. This way, clients get the same design sophistication as an Italian luxury brand, but made in India, effectively marrying Italian creativity with Indian production.
The very name “Racconti” means “stories” in Italian, reflecting the idea that every home tells a story about its owners’ taste and style. This concept drives the company to customise each project extensively, ensuring the result is deeply personal and one-of-a-kind.
Crafting Bespoke Experiences
Operating in the ultra-luxury segment, Racconti’s process is highly bespoke and client-centric. There is no one-size-fits-all template; Jindal emphasises that every architect, interior designer, and client the company works with has a distinct vision and working style. The Racconti team, therefore, adopts a flexible approach, tailoring their workflow to meet each collaborator’s needs and preferences. “Everybody has a different taste and style… we have to understand the architect or designer and adjust accordingly,” shared Jindal.
Beyond manufacturing furniture, Racconti positions itself as a service-oriented partner in high-end projects. Jindal describes an almost hospitality-like experience for clients who visit their showroom and factory. The show around includes a personalised welcome as well as professional handling of design revisions. The goal is to make clients feel at home and taken care and throughout the journey. This high-end service ethos helps bridge any gaps during the complex process of custom interior execution. Ultimately, Racconti isn’t just selling furniture, it’s delivering a holistic experience of crafting a dream home.
Landmark Projects and Global Collaborations
Despite being a young company, Racconti has already worked on several landmark projects, although many remain confidential under strict non-disclosure agreements. One significant completed project was an upscale private residence in Jamnagar, Gujarat, a milestone that showcased Racconti’s ability to execute large-scale luxury interiors. Jindal is also excited about current international ventures, including a collaboration with the renowned Italian architect Antonio Citterio’s design firm (ACPV) on a forthcoming project. He even calls it “our biggest yet” due to Citterio’s legendary stature. While details are under wraps, such partnerships hint at the global reach Racconti is achieving in just a few years of operation. He proudly notes that in just four years Racconti has secured international assignments that some firms take decades to achieve. These projects, once unveiled, could be game-changers, proving that an Indian luxury interiors company can meet world-class standards on the global stage.
Balancing Sustainability with Luxury
With sustainability becoming a growing concern even in luxury domains, Racconti has woven eco-conscious practices into its operations. Jindal believes sustainability is fundamentally a mindset, and one that must be paired with willingness to invest. From the outset, Racconti obtained FSC-certified wood and adhered to ISO 9001 and 14001 standards to ensure environmentally responsible production. Using FSC-certified timber means the wood comes from managed plantations rather than endangered forests. The brand also offers options like vegan leather for clients who prioritise green materials.
Jindal in his conversation was quite frank that these eco-friendly choices come at a price, so if clients are willing to invest in them, Racconti readily delivers. Nevertheless, when working on projects overseas, where eco-standards are often non-negotiable, Racconti’s early adoption of sustainable practices has proven advantageous. Ultimately, Jindal insists it is the right thing to do for the planet, and he hopes Indian luxury consumers will gradually become more eco-conscious.
Challenges in a Fragmented Industry
One major hurdle for Racconti has been operating in a largely unorganised sector. The luxury furniture market in India is fragmented and heavily reliant on hand-skilled artisans, which makes it difficult to find and retain top talent. Skilled craftsmen are scarce, and high employee turnover is common. To tackle this, the company has put robust processes in place. A dedicated HR team scouts talent from design institutes, online platforms and industry networks, bringing in recruits who are then trained to meet Racconti’s exacting standards. Equally important, Jindal focuses on fostering a positive work culture and growth opportunities to help retain the core team. Drawing on lessons from his stint as a state-level cricketer, Jindal tackles business challenges with discipline and composure under pressure. After experiencing the intensity of competitive sports, he finds that most work problems “feel like child’s play.”
Expansion and Future Outlook
Racconti’s journey has only just begun, and Jindal has a clear multi-phase vision for growth. The company has already diversified by launching a sister brand, Trestle positioned in the affordable luxury segment to offer high-quality designs with less customisation. Meanwhile, the flagship Racconti brand is expanding into new product categories to become a comprehensive interior solutions provider:
∙ Luxury Kitchens: A dedicated production facility and showroom are in the works to introduce a line of premium kitchens (including stainless steel designs) tailored for the Indian market.
∙ Wardrobes & Panelling: The company is establishing a new showroom exclusively for bespoke wardrobes and wall panelling, catering to the growing demand for these high-end installations.
∙ One-Stop Ecosystem: In the long run, Jindal envisions multiple sub-brands under the Racconti umbrella catering to different price segments, ensuring that clients at every budget level can access well-designed, quality interior products.
