Let’s discover how EarthNWe, a Guwahati-based eco-friendly furniture and home decor brand, is blending diverse cultural aesthetics to make our home fulfilling.
Bhaswati Kalita
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In a country teeming with startups, only a few carve out a niche with authentic storytelling and global ambitions—EarthNWe is one such name. Started in May 2024, this rising brand from Assam is redefining what it means to be Made in India, keeping cultural roots alive.
With 150+ SKUs from manufacturing units in Guwahati to the homes across India and beyond, EarthNWe is an inspiring case of artistic innovation, resilience, and sheer entrepreneurial spirit.
Image: Co-founders of EarthNWe
Let’s find out more on how they are redefining home decor with a vision for global expansion of eco-friendly, sustainable furniture, preserving regional craftsmanship.
The Story of EarthNWe
The Genesis of EarthNWe: From Corporate Desks to Cultural Revival
The seeds of EarthNWe were sown by Kalyan Gohain (CEO, left in the image) and Manash J Konwar (co-founder & CTO/COO, extreme right in the image), two professionals who had spent over a decade in corporate corridors before trading it all for purpose-driven entrepreneurship.
With 10–15 years of experience in leading roles across industries, the duo brought with them not only technical and managerial expertise but also an unshakable belief in building something with global appeal and local roots.
Their journeys narrate high-performing careers, but it was a deeper urge to bring Assamese craftsmanship to the world that made them pivot.
“We wanted to create something that’s not just beautiful, but meaningful. Something that bridges the gap between Indian artisanal excellence and global design trends,” says Kalyan Gohain.
The Pivot: From Outsourcing Dreams to In-House Mastery
Initially, EarthNWe planned to outsource production, but quality constraints quickly forced a rethink. Realizing that excellence can’t be compromised, they set up their own manufacturing unit in Guwahati, hiring local artisans and training them through their in-house vertical Designlearn—an initiative that ensures product design stays consistently innovative, practical, and globally relevant.
With 150+ SKUs already in the catalog and a roadmap to scale up to 800-900 SKUs, EarthNWe is building India’s most diverse and contemporary handcrafted home décor catalog.
One India, Global Soul: Building for the World
EarthNWe isn’t just selling furniture or home décor; it’s selling stories. Their collections are inspired by cultures across the globe:
- French Collection
- European Collection
- Caribbean Collection
This isn’t just clever branding—it’s strategic product development. By mixing Indian craftsmanship with global design sensibilities, Earthnwe is creating pieces that resonate with a cosmopolitan customer base.
Their tagline might as well be: Local hands. Global homes.
Loved Across India
Interestingly, despite being rooted in Northeast India, 60-70% of EarthNWe’s sales currently come from South India—especially urban buyers who appreciate unique, artisanal designs. Their highest-selling products include
- Partition Panels
- Revolving Carts
- Rocking Chairs
These aren’t just bestsellers; they are design statements made with precision, passion, and purpose.
Bootstrapped but Brave: The Journey So Far
Unlike many startups chasing investors, EarthNWe is completely bootstrapped. Every rupee earned has been reinvested, making their ₹50 lakh revenue by November 2024 an achievement built on pure grit. With a projected ₹3.5–4 crore revenue for FY25, the team is proving that you don’t need VC money to scale—you need vision, strategy, and sleepless nights.
Currently employing 15 artisans, they plan to scale up to 25 by this year, further deepening their commitment to rural employment and skill development.
The Hidden Costs: Shipping, Delivery, and the Indian Logistics Puzzle
Every e-commerce brand faces logistics nightmares, and Earthnwe is no exception. With 15–16% of their product cost going into shipping, the team is candid about the pain points of logistics in India.
Delivery timeframes are still aggressive:
- 48 hours for smaller items
- 7 days pan-India for most products
“The delivery experience is the only part we don’t control end-to-end, and that’s frustrating,” notes Manash.
Yet, they continue to optimize the supply chain through smart partnerships and process refinements, a testament to their operational maturity.
D2C and B2B: Dual Engines of Growth
EarthNWe is thriving on a dual-channel strategy:
D2C and B2B collaborations with interior designers, cafes, and boutique stores
This ensures not just brand visibility, but inventory velocity—a metric most bootstrapped founders obsess over.
Artisans First: A Cultural and Economic Revival
One of EarthNWe’s proudest achievements is its role in reviving artisan employment in Assam. From an initial team of 3, they are now 15 strong and growing. Every product sold helps:
- Preserve Assamese craftsmanship
- Provide stable employment
- Train new artisans in modern design
This is where commerce meets conscience.
Lessons in Grit: What Aspiring Entrepreneurs Can Learn
In an era obsessed with unicorns and fundraises, EarthNWe offers a refreshing reminder that:
- Start small but stay consistent
- Quality will always win over scale
- Building in India for the world is more than a slogan—it’s a necessity
Their advice to young entrepreneurs?
“The sooner you start, the better. Don’t wait for the ‘perfect time.’ There isn’t one.”
With ₹8–10 lakhs of Minimum Run Inventory (MRI), the team has built a reliable, rotating stock model that supports demand surges and festival cycles—a feat that requires precise inventory forecasting and brutal discipline.
What’s Next: Scaling Without Losing the Soul
The road ahead for EarthNWe is ambitious. The founders are already working on:
- Expanding SKUs
- Strengthening logistics
- Introducing AI/AR-based design previews for customers
- Global shipping models
- Strategic B2B collaborations with premium hospitality chains
They’ve cracked the code on customer retention, product differentiation, and authentic storytelling—now, they’re going for scale.
Endnotes
EarthNWe is not just a startup story—it’s a movement. A movement that believes “Diversity is Assam’s superpower” and “Home decor should speak the language of heritage, not homogeneity.”
With its unique blend of design, culture, resilience, and strategic clarity, EarthNWe is poised to become not just India’s, but the world’s favorite destination for soulful home decor.
Bhaswati Kalita is a business analyst and storyteller with years of experience in business operations, management, and marketing. She is an engineering graduate and started her professional career as an operations manager in a tech company. To follow her passion as a storyteller, she loves to write business articles and stories. Reach her at bhaswati@diversityassam.com.
