We are delighted to share a landmark development in Bethliving’s journey: Brand Capital, the strategic investment arm of The Times of India Group, has joined hands with Bethliving as a investor. This partnership is more than capital it is a powerful collaboration of vision, scale, and purpose, set to redefine the future of home interiors in India.
As India’s first and only zero-wood, Zero puf, modular steel and stainless steel home interior brand, Bethliving has already transformed over 6,000+ homes and built a growing presence across 7 states. With Brand Capital now on board, we are ready to take that momentum to the next level.
Why Bethliving is attracting attention
Bethliving isn’t just another interiors brand. We are pioneers leading India’s transition toward eco-conscious, durable, and future-ready living.
What sets us apart:
• 100% steel and stainless steel modular furniture no wood, no termites, no compromise
• Over 12,000 SKUs, available in 30+ colors, tailored for kitchens, bedrooms, vanities, living and dining
• Waterproof, fire-resistant, and recyclable ideal for Indian homes and climate
• Delivered to over 6,000 homes, with a growing retail presence of 37 stores and counting
• In-house SAP-enabled manufacturing, ensuring control, consistency, and scalability
• Proudly debt-free, profitable, and operating with negative working capital
Our goal has never been to compete with the old way of doing interiors. We’re here to reinvent it.
The Brand Capital advantage: A Growth Catalyst
By welcoming Brand Capital into our growth journey, we unlock a edge that few early-growth brands have:
• Amplified brand reach through India’s most trusted media network
• Multi-channel visibility to educate and influence a large, evolving consumer base
• Strengthened credibility in the investor and partner ecosystem
• Acceleration of our go-to-market strategy both physical and digital
This investment validates our model, enhances our visibility, and fuels our ambition to build a ₹100 Cr brand by FY30 with purpose and performance at the core.
The Roadmap ahead: From 37 Stores to 50+ and Beyond
The timing of this partnership couldn’t be better. The Indian consumer is embracing sustainability, hygiene, and intelligent design like never before. We’re seeing this reflected in demand across metros, Tier 2, and even Tier 3 cities.
With this infusion of capital and support, Bethliving is set to:
• Expand to 50+ stores (a mix of company-owned and franchised locations)
• Launch Ecommerce-ready takeaway products to meet online demand
• Enhance our CRM and digital journey to offer a seamless customer experience from design to delivery
Building the next Big Brand in Indian Interiors
This partnership with Brand Capital is a key milestone but it is also just one step in our larger mission.
Bethliving was never meant to be a niche brand. We are here to build a national category leader in sustainable, steel-based furniture for Indian homes. And we know it takes more than just great products to do that. It takes:
• A scalable business model that balances design, durability, and delivery
• A robust franchise ecosystem to bring Bethliving closer to every home
• A digitally empowered customer journey that reduces friction and builds trust
• A team committed to building profitably, with capital efficiency and operational resilience
A Future Built in Steel and Open to Possibilities
With Brand Capital backing us, Bethliving enters its next phase of growth with greater momentum and an even sharper focus on value creation. While this partnership marks a strong vote of confidence from a legacy institution, we are continuing to explore aligned partnerships that share our vision of building India’s most sustainable interiors brand.
If you believe in the intersection of design, durability, and sustainability, we invite you to walk with us.
The homes of tomorrow are already being built today. And they’re built the Bethliving way.
Stronger. Safer. Smarter. and Now, Scaling.
To our customers, partners, investors, franchisees, and every team member: thank you for helping us reach this milestone. We’re proud of how far we’ve come and even more excited for where we’re going.
Let’s build the next big thing in Indian interiors sustainable, scalable, and steel-strong.
