Steelcase, a global leader in workplace design and innovation, is strategically shaping its growth trajectory in India, recognizing the country's dynamic workforce and its increasing influence on global workplace trends. With over 25 years of experience in the Indian market, the company is leveraging design and innovation to cater to the evolving needs of Indian businesses.
Michael Held, VP of Design at Steelcase, emphasizes the unique aspects of the Indian workforce, noting their collaborative spirit, competitive drive, and creative problem-solving abilities. He observes that India is prototyping the future with its forward-looking and innovative use of technology, often blended with local design inspirations. This dynamic environment presents perfect conditions for Steelcase to innovate and adapt its offerings.
The shift to hybrid work has prompted Steelcase to redefine the purpose of the physical office. Held views the office as the embodiment of a company's culture, stating that space is the body language of an organization. Steelcase aims to create products and spaces that foster a sense of belonging and support diverse communities within the workplace, enabling and supporting diverse communities and their neighborhoods within the office space.
Steelcase is committed to local collaboration and has broadened its array of partner brands to include Indian-made enhancements, such as artisanal rugs, plush sofas, and accent pieces from companies like Stanley Lifestyles. This approach ensures that its products resonate with the local market and incorporate culturally rich designs. The SimplyIndia collection now includes Stanley products, enhancing the accessibility of these items to commercial customers in India. Furthermore, Steelcase manufactures its globally recognized Think chair and Personality Plus line in India, demonstrating its commitment to local production and the "Make in India" initiative.
In line with its growth strategy, Steelcase is expanding its presence in northern and central India with new display stores, focusing on key markets where it currently lacks representation. As of September 2024, Steelcase operates 12 partner showrooms and three experience centers across India and collaborates with 15 partners in India and four in the SAARC region. The company also inaugurated a flagship dealer showroom in Hyderabad in partnership with Seating World, further solidifying its presence in India and the Asia Pacific region.
Steelcase has a mechanized facility in Chakan, near Pune, with a manufacturing capacity of 200,000 chairs of different styles per year. In April 2025, Steelcase leased approximately 130,000 sq. ft. of industrial space at IndoSpace Industrial Park in Chakan, Pune, to support its regional growth strategy.
The company is targeting a 50% market share in India's premium and performance work seating space in the next three to four years. Tirthankar Basu, India Managing Director, noted that this market segment has grown significantly since Steelcase entered the country and is now a sizable market.
Steelcase has a global presence in over 80 countries, supported by manufacturing facilities, showrooms, and partnerships across the Americas, Europe, the Middle East, and Asia-Pacific. The company emphasizes sustainable design, achieving carbon-neutral status and using sustainable and recyclable materials in its products. Steelcase also focuses on creating workplaces that promote well-being, recognizing that a supportive environment nurtures mental and physical health and enhances employee performance.
