Furlenco’s parent company, ‘House of Kieraya’ (HoK) forays into luxury with PRAVA - GADGET-INNOVATIONS

Furlenco’s parent company, ‘House of Kieraya’ (HoK) forays into luxury with PRAVA

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Prava aims to hit 100 cr GMV in the next year

House of Kieraya (HoK) is on track to becoming India’s largest furniture and lifestyle brand, with its latest addition, Prava, which aims to achieve 100 crores GMV in one year. Prava offers luxurious limited-edition annual collections that have been created by award-winning designers keeping sustainability at its core. Prava, adapted from the Sanskrit word Pravaha, means to flow or to move freely. 



The brand aspires to transform how people own furniture and promises change through innovative and revolutionary ideas. With one-of-its-kind annual collections and the Freedom Circle programme, the upscale furniture brand aims to enable luxury shopping that’s gentler on the planet.

Prava’s Freedom Circle programme is aimed at revolutionizing the luxury furniture retail market with a 10-year buy-back guarantee, thus enabling customers to not only purchase a product but also giving them the freedom to give it back for credits that can be redeemed to take home new designs. The array of products currently available on the website are sofas, beds, soft furnishings, dining, study tables, rugs and home decor items, with key categories priced in the range of Rs. 20,000 to Rs. 1,00,000.


With Prava, HoK taps into the luxury and home lifestyle market, aimed at 30-45-year-olds who are well-informed and discerning, along with being style and well-being conscious. These individuals love to discover and experiment with their lifestyle purchases.

While HoK serves 13 major urban cities in India, Prava is currently being launched in Delhi, Mumbai and Bangalore; other cities will follow soon. The brand is also exploring an omnichannel approach, with stores for customers to touch and feel their products before they make a purchase.

Bengaluru, December 7, 2021