Blending Tradition and Sustainability in Furniture Design: Earth & We

Guwahati: In a recent interview with Business North East, Kalyan Gohai, co-founder of Earth & We, unveiled the story behind the brand that champions Assam’s rich cultural heritage through sustainable and eco-friendly products. After 16 years in the corporate sector, Gohai returned to Assam and discovered talented cane and bamboo artisans whose work deserved greater recognition. Joined by his cousin Manash Kumar and later Sudipta Bhattacharya, they founded Earth & We with a shared vision of uplifting local artisans.

Despite initial struggles—described by Gohai as "walking in the dark" due to their lack of entrepreneurial experience—the team’s passion and determination led to meaningful connections with artisans and steady growth. Today, the company is gaining traction in both B2C and B2B markets. He said that "Earth & We’s design philosophy, encapsulated in the tagline "Rooted in Nature, Inspired by Change," focuses on blending traditional craftsmanship with modern aesthetics. Their in-house team collaborates with artisans to create innovative products that solve everyday problems while appealing to diverse age groups".

In the conversation he also emphasized that "The eco-friendly furniture market is booming, projected to grow from $45 billion globally to over $100 billion by 2032. In India, the market is expected to reach $5 billion by 2030, presenting a significant opportunity for Earth & We. The company specializes in cane, rattan, and bamboo furniture, as well as eco-friendly corporate gifts".

Currently focusing on tier 1 and tier 2 cities in India, Earth & We aims to expand internationally, targeting markets in North America, Europe, and Asia-Pacific. The brand is poised for growth as it continues to make a lasting impact in the eco-friendly furniture sector, combining Assam’s cultural legacy with modern design principles. Earth & We is a brand that beautifully blends the cultural heritage of Assam with modern design, offering sustainable products that cater to both B2B and B2C markets. Initially, 80% of their business came from B2B clients, but now B2C sales have grown to 40%, with B2B accounting for 60% of their revenue. The brand plans to expand globally and make a lasting impact in the eco-friendly furniture industry.