Last Updated:June 05, 2025, 06:05 IST
A new wave of consumers is embracing circular living – a lifestyle built on flexibility, conscious consumption, and environmental responsibility
The rise of circular living isn’t just a passing trend it’s a movement redefining what it means to live well
As India’s urban population grows more mobile and mindful, the concept of “home” is being radically redefined. No longer tethered to traditional notions of permanence and ownership, a new wave of consumers is embracing circular living – a lifestyle built on flexibility, conscious consumption, and environmental responsibility. This shift is pushing home furnishing brands, both legacy-backed and new-age, to rethink how they design, distribute, and connect with consumers.
Flexibility Without Compromise
Today’s young, urban Indians—often living in rented spaces or moving between cities due to career changes are turning to access-based models that balance utility and style. They seek YOUnique homes that reflect their personality, even in temporary spaces.
“While rental and access-based models offer practicality, we’re seeing a growing preference for selectively investing in statement pieces that make even temporary spaces feel personal and premium,” said Smita Joshi, Vice President, Nesterra, a brand from the KK Birla Group’s Sutlej Textiles & Industries. “Our premium home furnishings are thoughtfully designed with a customer-first approach, crafted for those who may rent their homes but want to truly own their space.”
Nesterra’s collections are deeply inspired by nature, culture, and individuality, helping consumers create spaces that are vibrant, comfortable, and authentically theirs. In keeping with the circular ethos, the brand also upcycles fabric waste into functional decor and accessories proof that sustainability can coexist with style. “Circular living, to me, means conscious living owning what matters, and making it last,” added Joshi.
Design for the Access Economy
Legacy and tech-first home brands alike are witnessing a seismic shift in consumer behavior, especially among millennials and Gen Z. For many in this demographic, owning less is a conscious choice not a compromise, but a strategy for sustainable, flexible living.
“Circular economy is no longer an abstract idea but a practical choice for the millennial consumer,” noted Rajiv Merchant, CEO, Texzone Information Services Pvt Ltd. “With growing awareness around sustainability and a desire to refresh their home aesthetics every few years, younger buyers are moving away from long-term ownership models.”
According to Merchant, this behavioral change is already influencing how brands operate. From modular designs and shorter innovation cycles to flexible product offerings, the Indian home decor space is rapidly adapting to meet the needs of this new consumer. “We believe circular living is shaping not just how Indian homes look, but how the next generation lives—flexible, conscious, and always evolving.”
Building Conscious Systems
At the forefront of circular living is Furlenco, a rental-first brand that’s embedded sustainability into its very DNA. Its entire business model is predicated on reuse and refurbishment—a stark contrast to the traditional buy-and-dispose cycle.
“At Furlenco, circularity is not an initiative, it’s core to who we are,” said Ajay Agarwal, Chief Operations Officer at Furlenco. “Our furniture returns to us after use, gets carefully refurbished, and is then delivered to the next customer. This closed-loop model ensures extended product lifecycles and reduces environmental impact.”
The results are telling: Furlenco has kept thousands of high-quality furniture pieces in circulation, saving over 50,000 trees and reducing landfill waste. The company has also minimized its carbon footprint by switching to electric vehicles for last-mile delivery and cutting down plastic-based packaging. “Circular living is about creating a positive, lasting impact. It’s about building systems that are not just convenient but conscious,” Agarwal emphasized.
A Circular Future for Indian Homes
As consumer lifestyles continue to evolve, so too will their expectations from home brands. The rise of circular living isn’t just a passing trend it’s a movement redefining what it means to live well. Whether through upcycled fabrics, modular furniture, or rental-based models that emphasize reuse, India’s home furnishing sector is embracing change with open arms.
And as the lines between permanence and impermanence blur, one thing remains clear: the future of home is flexible, sustainable, and deeply personal.
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl…Read More
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl… Read More
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