About Us


Sardarshahr, 250 kms away from Jaipur is a town in Rajasthan known for its elegant mansions adorned with colorful fresco paintings and carved woodwork. Till date, the place is also acquainted for their unique Sheesham Wood or the Indian Rosewood, appreciated for its sturdiness and durability. Therefore, understanding the requirement, the journey began 40 years ago with the trading of Sheesham wood to the local merchandisers. Eventually, the introduction and the growing interest of Indian architecture in overseas market built an opportunity for us to evolve our expertise into furniture designing and styling, maintaining our ethnic designs yet suiting the taste of the International audience. Thus, by 1998, we had transitioned to become an accomplished exporter of customized furniture that aims to fulfill a dream of having a beautiful bedroom to an exquisite living room.

Values - What we believe in!

Our beliefs are very simple. In this dynamic world, we believe in delivering the best product in the most efficient manner to you which is not just a virtue but now a necessity for your business. Thereby, our beliefs revolve around the words that reflect dynamism in our business, integrity in our words and perfection in our work. And those principles are neatly abbreviated as:


These three words permeate every mind and action working with us, thus lending us a vibrant and an enthusiastic attitude. The word "WE" reflects unity and integrity in everything that we do which ensures fairness, respect for all stakeholders and complete transparency. "We" believes in mutual benefit to everyone who is a part of the family and shares a common goal of developing the best product in the market. 

"DO" is an attitude that is no less than a go- getter. It is forever ready to generate new ideas with passion. "DO" believes that change is the only constant thing and innovation is critical to a company's survival. "DO" believes in anticipating the market needs and preparing a design that is unique and exclusive, ensuring that it is done with expertise and complete know- how.

"IT" is the sense of accomplishment of a task with perfection. A product which exhibits precision and superiority, crafted carefully to blend the Indian architecture with the Western concept. "IT" believes in uniting the three values together to merge into one meaning that "WE DO IT" and we promise to deliver "IT".


The vision of Saraf is to inspire its communities by leveraging on its three key values- " Principal", "Passion" and "Perfection"- and to promoting new value for its core networks -- Industry, Partners, and Employees. Through these efforts, we hope to contribute to a better world and a richer experience for all. As part of the vision, we would pursue to design and innovate for the international market but we have also mapped out a specific plan to mark a distinguishable online retail presence across India and to become one of the biggest retail online stores in the country and abroad. We are also excited about our future. As we build on our previous accomplishments, we look forward to exploring new territories, such as education and renewable energy. Saraf is committed to being a creative leader in new markets and becoming a truly No. 1 business going forward.