Anyone who has undertaken a home renovation in India can relate to the challenges of sourcing interior materials. The promises of “imported quality,” misleading samples, counterfeit labels, and incorrect specifications are all too familiar. For many homeowners, these purchases represent years of hard-earned savings, making each decision both emotional and critical.
Despite being a rapidly expanding, multi-billion-dollar sector, India’s interior design sourcing market is still fragmented, unclear, and heavily reliant on trust. While there are online marketplaces and listing platforms available, a crucial question lingers: Is the product authentic and sourced from an authorised dealer?
This is precisely the issue that ThinkHome, a Mumbai-based startup founded in 2025, seeks to address.
The Challenges of Interior Material Sourcing in India
Sourcing interior materials in India involves navigating a complex web of brands, distributors, dealers, contractors, and designers. Although global brands are aggressively marketing their products, the experience for end customers remains largely unregulated.
Problems such as material substitution, inflated prices, counterfeit branding, and unverified claims are prevalent, particularly in categories like plywood, lighting, furniture, and sanitaryware. Platforms like Justdial and IndiaMart often prioritise paid listings over authenticity, leading to unqualified and unreliable leads.
As founder Pratit Biscuitwala points out, sourcing materials across different cities exacerbates the problem. A homeowner in Mumbai looking for materials for a project in Delhi faces significant challenges in verifying whether a dealer is authorised or if the product is genuine.
Who Is Pratit Biscuitwala?
Pratit Biscuitwala, a computer science graduate, hails from India. He completed his Cambridge A-Levels at Podar International School before moving to the US to study Computer Science at California State University, East Bay.
After graduating during the COVID-19 pandemic, he returned to India and joined Infibeam Avenues, the fintech company behind CC Avenue. Although this role provided him with valuable experience in large-scale tech systems, Pratit felt a strong desire to create something of his own.
The concept for ThinkHome was born out of a real-world challenge. Pratit’s brother runs an interior design firm, where sourcing materials proved to be time-consuming, stressful, and fraught with uncertainty. Designers and clients spent an inordinate amount of time verifying dealers and double-checking claims, often still facing doubt.
How ThinkHome Came to Life
ThinkHome was developed in-house over a span of eight months. Pratit created the web platform along with iOS and Android apps, while his brother invested in the venture and provided industry expertise.
The platform functions like a Pinterest-style inspiration board, allowing users to browse verified interior products—sofas, lights, fixtures, and furniture—complete with specifications and approximate pricing. Users can submit an enquiry with minimal information, after which only authorised dealers reach out to them.
ThinkHome has redefined the traditional model by onboarding verified dealers first and granting them category exclusivity. For instance, if a dealer is authorised to sell Kohler products, all Kohler enquiries in that region are directed solely to them.
Not an E-Commerce Platform—By Design
ThinkHome is deliberately not an e-commerce marketplace. It operates on a pay-per lead model, where dealers pay ₹200 for each qualified lead, without any subscriptions or sales commissions.
Every dealer listed on the platform is brand-verified, significantly reducing the risks of counterfeit products or misrepresentation. Since users can view complete product details before making an enquiry, the leads generated are highly intent-driven.
Growth, Expansion, and Future Plans
ThinkHome officially launched on October 3, 2025, and currently caters to over 1,100 daily users, with Mumbai being its strongest market. Plans for expansion to Delhi, Bengaluru, and Chennai are already underway, along with the introduction of a pincode based sourcing model.
A newly launched WhatsApp-assisted sourcing feature connects users with in-house interior designers who assist in shortlisting products and raising enquiries—completely free of charge.
Bootstrapped and focused on long-term impact, Pratit’s vision is clear: to establish India’s first tech-led, trust-first interior sourcing platform grounded in transparency and authorised access.
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