From Affordable Luxury To Global Designs: The Journey Of Dash Square

FDT Bureau

In an exclusive interview with FURNITURE DESIGN AND TECHNOLOGY (FDT), Amruth Sampige, Co-Founder of Dash Square, shares the inspiring story behind the brand’s evolution from a local Bangalore startup to a pan-India luxury furniture powerhouse. From bridging gaps in the leather sofa market to forging global partnerships with giants like Ashley and KUKA, Sampige delves into Dash Square’s unique selling propositions, the nuances of India’s recession-proof luxury segment, and the trends shaping the future of furniture design. He also reveals ambitious plans for nationwide expansion, emphasizing curated excellence and customer-centric innovation. Read on for key insights from a leader redefining India’s furniture landscape.

PLEASE TELL US ABOUT YOUR JOURNEY OF DEVELOPING THREE BRANDS. AFTER DEVELOPING LOOKING GOOD AND COUCH POTATO, WHAT INSPIRED THE LAUNCH OF DASH SQUARE?
Amruth Sampige: Actually, Dash Square was somewhat of an accidental launch. We were successfully running Looking Good Furniture and had another brand called Couch Potato. Initially, we planned to buy real estate and rent out buildings. Interestingly, most of the tenants interested in our properties were premium furniture brands.

That’s when we thought, since we’re already skilled in furniture, why not venture into this segment? We identified a gap in the leather sofa market at that time. Affordable brands capped their prices at around INR. 80,000 – 90,000, while luxury brands started at INR. 3–4 lakhs. We decided to bridge this gap by focusing exclusively on leather sofas, and that’s how Dash Square began.

WHAT IS THE USP OF DASH SQUARE? HOW IS IT DIFFERENT FROM EXISTING BRANDS IN THE MARKET? ALSO, TELL US ABOUT THE VARIOUS BRANDS SOLD BY DASH SQUARE.
Amruth Sampige: The USP of Dash Square lies in our successful partnerships with top global furniture brands. We collaborate with Ashley, the world’s largest furniture manufacturer, with retail sales exceeding $5 billion. We’re proud to partner with them across most of India. We also have an exclusive partnership with KUKA, the biggest OEM leather sofa manufacturer, for South India. Additionally, we have several other partnerships.
We also manufacture our own products under the Dash Square brand. What sets us apart is our innovation. For example, we were the first to introduce zero-gravity recliners in India, and we remain the only brand offering super zero-gravity recliners here.



"The USP of Dash Square lies in our successful partnerships with top global furniture brands."

PLEASE TELL US ABOUT YOUR PARTNERSHIP WITH ASHLEY. HOW DID IT COME ABOUT?
Amruth Sampige: Ashley is an American brand known for its highly organized retailing approach—they have SOPs for everything. What attracted us initially was the absence of American style furniture in India, like the large, plush fabric sofas, high headboard wooden beds, or ornamental dining tables seen in shows like Friends or The Big Bang Theory. For Ashley, I think they were drawn to us because we were one of the few organized retailers in India following similar SOPs. Our partnership has thrived for the last 10 years. We opened their first Ashley Home Store in India in Banaswadi, Bangalore, and plan to open three more stores soon.



HOW IS THE INDIAN MARKET DIFFERENT FROM OTHER MARKETS FOR THESE BRANDS?
Amruth Sampige: The Indian market is unique. While India’s population is massive, the per capita income is around $2,000, compared to $60,000 in the U.S. and $12,500 in China. This limit purchasing power to a niche segment. However, this niche market is recession-proof, unaffected by COVID or global economic downturns. Another difference is that Indians are well-traveled. Whether it’s Milan, New York, or Singapore, you’ll find Indians everywhere. This exposure helps them know what they want. For instance, when we launched Ashley in Hyderabad, we didn’t need marketing — people already knew the brand from their travels.

WHAT ABOUT THE DEMAND IN THE LUXURY MARKET?
Amruth Sampige: The luxury market in India is largely recession-proof. People aspire to own premium products, much like luxury cars — BMWs, Mercedes, or Range Rovers, which often come with long waiting periods. Luxury furniture follows a similar trend, where demand frequently outpaces supply.

ARE THE BRANDS AT DASH SQUARE ALIGNED WITH GLOBAL TRENDS? WOULD YOU CONSIDER SHOWCASING INDIAN BRANDS WITH POTENTIAL?
Amruth Sampige: Dash Square itself is an Indian brand from Bangalore, and we’re proud of that. Over the last 11 years, we’ve developed many in-house products that rival international ones. As for trends, the luxury furniture market follows Milan’s lead. Recently, we’ve seen a shift toward pastel colors, fabric sofas, and eco-friendly materials like vegan leather and ceramics. Even top Italian brands are moving away from marble.



HOW CAN POTENTIAL CLIENTS CONNECT WITH DASH SQUARE OR VISIT YOUR STORES?
Amruth Sampige: They can visit our stores in Bangalore, Hyderabad, Mumbai, Coimbatore, Salem, Tirupati, Vijayawada, and Vizag. We’re also expanding to Nellore, Ahmedabad, and other cities. Alternatively, they can explore our websites to schedule store visits or request catalog presentations.

"As for trends, the luxury furniture market follows Milan’s lead. Recently, we’ve seen a shift toward pastel colors, fabric sofas, and eco friendly materials like vegan leather and ceramics."



WHAT CAN VISITORS EXPECT WHEN THEY VISIT A DASH SQUARE STORE?
Amruth Sampige: A blend of the world’s best designs — American, Italian, Southeast Asian, and Indian. Our USP is curation, led by founders Pawan & Pankaj Chatlani and myself. Every product is selected for its design, affordability, and ergonomics.

ANY MESSAGE FOR YOUR CONSUMERS?
Amruth Sampige: We’re deeply grateful for our customers’ support. Our journey began in 2001 with Looking Good Furniture, branded as “Affordable Luxury.” Over time, as affordability increased, Dash Square emerged. We prioritize service, reflected in our 4.8+ ratings across platforms. We also focus on SPG (Sales Performance Growth) scores, ensuring customer feedback drives improvements. Our RSAs (Retail Sales Associates) act as consultants, helping customers make informed decisions, even if it takes months.

WHAT MATERIALS OR FABRICS ARE POPULAR AMONG CUSTOMERS?
Amruth Sampige: Preferences vary. Bangaloreans, for instance, live in both apartments and villas, so tastes range from marble to wooden tables, depending on their needs and exposure.

YOUR VIEWS ON FDT MAGAZINE?
Amruth Sampige: Both magazines provide accurate, niche information—valuable for consumers and businesses alike.

WHAT IS DASH SQUARE’S FUTURE EXPANSION PLANS?
Amruth Sampige: We aim to go pan India within five years, targeting 100 stores (currently we have 40 point of sales). We’re exploring COCO (Company Owned, Company-Operated) and FOFO (Franchise-Owned, Franchise-Operated) models, with strong interest in Gujarat and Madhya Pradesh. We offer products from Rs. 20,000 to Rs. 20 lakhs, catering to all segments. Our global learnings ensure we deliver what customers want, from zero-G recliners to cutting-edge designs.