Furlenco is stepping into a defining new phase- one marked by sharper brand clarity, bolder marketing experiments, and sustained growth across metros and emerging markets. Ajith Mohan Karimpana, CEO & Founder, Furlenco in a conversation with IMPACT mentions that both the company and the rental furniture category in India are maturing together. He says, “We are at an inflection point where rental furniture is becoming the core of the home furnishing market,” he said, stressing that consumer behaviour today reflects a deeper acceptance of renting as a lifestyle choice. Furlenco’s current focus, he added, lies in balancing mass adoption with a clearly differentiated brand identity.
The company’s recent ₹125 crore fundraise underscores this next phase, yet none of the capital is earmarked for marketing. “We are a cash flow positive company, every cost, including marketing, is covered by revenue,” Karimpana clarified. Instead, the investment will strengthen Furlenco’s asset base. He points out that supply, not demand is the real scaling bottleneck in this category.
The brand’s ‘Feel at Home’ campaign taps into a key insight– young Indians are navigating multiple life transitions, and Furlenco aims to be the stable constant through these shifts. “We want people to see us as a constant when their life is constantly changing,” he explained. Casting Abhay Deol and Isha Talwar was a deliberate creative choice, with them reflecting Furlenco’s ‘classy and hatke’ persona.
The campaign has already driven meaningful outcomes. Organic traffic rose 20%, a metric Karimpana views as a strong validation. With 90% of Furlenco’s marketing spend devoted to digital channels, the company continues to deepen its online footprint while executing localised stunts, such as Kolkata’s iconic yellow taxi activation and partnership with RCB team to create city-specific buzz.
Furlenco is also broadening its communication strategy to appeal to younger cohorts. The newly launched ‘Z-Rated’ film, featuring Abhay Deol humorously navigating Gen Z slang, marks the beginning of a more contemporary, youth-facing tone.
Looking toward 2026, Karimpana emphasised a stronger shift toward brand investments. “Performance marketing is renting a customer, brand focus brings loyalty,” he noted, revealing that the company aims to gradually move toward a 50–50 brand–performance mix. With strong traction across both metros and tier-2 cities, Furlenco plans to consolidate its presence in existing markets and build deeper roots rather than rapid geographic expansion.
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