Client
Spacewood India
Sector
Modular Furniture, Home & Office Interiors
PR Focus
National Visibility, Thought Leadership & Founder Positioning
Client Overview
Spacewood Furnishers Pvt. Ltd. is one of India’s leading manufacturers of modular furniture, headquartered in Nagpur, Maharashtra. Founded in 1996 by Kirit Joshi and Vivek Deshpande, it has evolved from a small component supplier into a powerhouse in the organized furniture market.
About Project
Spacewood, a dominant force in India’s competitive modular furniture segment, had already achieved significant business success. But in a cluttered marketplace with rising digital-first players and D2C brands, market leadership wasn’t enough.
That’s where Umanshi stepped in—to drive a narrative shift from “legacy furniture brand” to “national voice in design and modular innovation.”
Challenge
Multichannel Brand Visibility
Despite dominating the B2B and real estate sectors, Spacewood needed to transcend its industrial identity. The goal was to secure a consistent presence across national business dailies, high-end design journals and mainstream consumer lifestyle titles to capture a larger share of the retail home-buyer market.
Category Leadership Positioning
In a market flooded with unorganized players and international giants, Spacewood needed to define itself as the authority on “Global Design, Indian Heart.” This required a strategic shift from selling furniture components to leading conversations on the evolution of modern Indian living spaces and manufacturing excellence.
Founder-Led Narrative
To build deeper brand trust, the company sought to move beyond corporate announcements and “humanize” the enterprise. By leveraging the 30-year journey of its founders, the objective was to craft a compelling storytelling arc that highlighted entrepreneurial resilience, innovation, and the vision behind building a homegrown furniture empire.
Strategic Earned Media
The brand needed to break the cycle of “product-only” PR which relies on new launches. The challenge was to create “earned” media opportunities through trend forecasting, industry whitepapers, and socio-economic commentary, ensuring the brand remained top-of-mind even during non-launch periods.
Our Strategy
Thought Leadership Engine
We built a content and media strategy that placed Spacewood at the intersection of:
1. Modular innovation
2. Home & workspace transformation
3. Sustainability in manufacturing
4. The future of furniture in Indian homes and offices
This involved founder opinions, industry commentary and trend-based storytelling.
Consumer + Business Visibility
We targeted mainstream business media (like ET, Mint, Forbes India), lifestyle platforms (like Architectural Digest, Elle Decor) and real estate/home buyer publications to ensure dual-facing visibility.
Executive Voice Amplification
A comprehensive media training and narrative development plan helped spokespersons represent the brand confidently across:
1. Expert panels
2. Opinion columns
3. Founder interviews
4. TV/webcast features
Sustained Content Calendar
We rolled out monthly content buckets aligned with industry cycles, consumer behavior, festive trends and interior design news pegs.
Result & Metrics
Media coverage in 12 months
0
+
Tier-1 Coverage Share
0
%
Lifestyle Features Secured
0
+
increase in branded keyword searches
0
x
PR Formats Delivered
Want to Build National Visibility for Your Brand?
We specialise in turning market leaders into media-recognised thought leaders through storytelling, sustained content and strategic PR delivery.
Whether you’re a legacy player or a scaling challenger, we help you own your category.
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