A brand that transforms a product by altering its original form to create an unusual decor element to adorn your home.
Founded by father-daughter duo, Natasha Jain and Neeraj Jain, Bent Chair, an e-tailer lifestyle brand was born out of creative and unconventional individuals who wanted to create a one-stop-shop for all furnishing needs.
They have more than a thousand items across categories in furniture, home decor accessories and quirky products. Bent Chair introduces a new collection every two months.
“We believe in evolving the brand constantly creating visually appealing items that would cater to people looking for different moods, purposes and occasions for their living spaces. We back the design expertise by collaborating with various designers and harnessing their aesthetical expertise to give a fresh look to our products. Our next collection in works is the new metal line that will soon be unravelled to the public and add a quirky take on lights for the approaching Diwali season,” says Natasha when asked about the vision of the brand.
Their current trending collection; ‘Tropical Paradise’, has been curated to bring the freshness of flora and fauna into your homes. It will take you on a serene journey through the lush greens in the form of botanical pillows, floral wall decor, marine accessories, green planters and animal figurines in surreal tints that give a tropical vibe to your interiors. They are available in vibrant hues of pink, green, gold, red and blue.
Bent Chair conceptualizes designs and manufactures its own products. In addition to their primary manufacturing unit, four facilities have been set up for polishing, carving, weaving and painting. Their products are manufactured in their units with utmost care and attention to detail. “The quality of our products is unmatchable and that is what makes them special,” claims Neeraj Jain
He adds, “Most of our products stand the appeal of the young generation and with respect to that, we try to incorporate all the running trends and design aesthetics that are not just quirky but also youthful. The product maybe classy, royal or quirky but will still be design oriented and will appeal to the target audience. We draw inspiration from what people like and give it a twist.”
Having lived in the US for years and witnessing inspiring designs in furniture that surrounded Natasha, she decided to bring some of that inspiration back to India. It made sense, as there lays a deficiency of brands with high-end products catering to the age groups that range from 25-45 years that are also affordable.
This is when the vision for Bent Chair struck; to create a ‘go-to’ home decor and furnishing brand, manufactured in India with a global presence. At present, the customer has either boutique home decor brands or online aggregators; there is no in-between.
The brand’s vision is to bring to India affordable luxury with a universal appeal, at the same time focussing on leveraging its in-depth expertise of technical knowledge integrated with traditional Indian artisans to build a contemporary urban home aesthetic space.
Bent Chair is all set to become a global brand; a force to be reckoned with internationally. The brand is expanding its footprint as it is launching stores through its franchise all over the world. When asked about their best sellers, Neeraj Jain quipped, “Our top selling products vary but customer favourites like the Niko Sofa, Kipling Chair & the Iris Chair take the highlight. Bent Chair’s collaboration with Rocky Star also sees a high surge in orders.”
A niche brand in India, Bent Chair does not see other brands as a competition. “We could not be more excited for the journey ahead as we just completed 2 years since inception. Our brand has successfully penetrated the market and we are moving forward aggressively. There are a multitude of new things and avenues that we are exploring and are very excited to share with our customers soon!”, says Natasha Jain, Co-Founder, Bent Chair
Their vision is to bring to India affordable luxury with a universal appeal and to see that we are miles down that road already, is a great feeling.
Text By Neerja Kapadia