Nihar Soni’s journey into furniture design began with a strong academic and creative foundation. He pursued a Master’s degree in Interior and Furniture Design from the Florence Institute of Design International in Florence, Italy, where he was exposed to global perspectives on design, materials, and craftsmanship.
After completing his studies, he returned to India in 2015 with the intention of building something meaningful in his own country. Instead of immediately launching a brand, Nihar spent years running his own interior and furniture design practice. This allowed him to work closely with materials, finishes, detailing, and the realities of manufacturing.
Through hands-on collaboration with carpenters, craftsmen, and production teams, he developed a deep understanding of how furniture is actually made; not just designed.
Recognizing an Overlooked Problem in the Furniture Industry
Over time, Nihar noticed a pattern in the way furniture was chosen and discussed in the Indian market. Most buying decisions were centered around aesthetics, pricing, and convenience. However, the invisible aspects of furniture; such as materials, adhesives, coatings, and indoor emissions; rarely entered the conversation.
For him, the issue became particularly important when thinking about children and pets. They spend more time indoors, interact closely with furniture surfaces, and are more sensitive to environmental exposure.
This insight gradually shaped the core philosophy behind DOODAH.
Rather than creating furniture that is simply attractive or trendy, the brand aims to introduce a safety-first mindset into how furniture is designed and purchased.
The Birth of DOODAH: Design with Responsibility
Founded in 2025, DOODAH was built around a simple but powerful idea; furniture should support healthier living environments while maintaining strong design integrity.
The brand’s approach combines premium contemporary aesthetics with a non-toxic and low-emission intent, ensuring that furniture is designed with safer materials and finishes wherever possible.
Equally important is usability. DOODAH products are created with child-safe and pet-safe functionality in mind, acknowledging how furniture is used in real family environments.
Beyond safety, the brand focuses on long-lasting construction that encourages durability rather than disposable consumption. By creating furniture that is built to last, DOODAH hopes to shift consumer behaviour away from short-term buying cycles.
Starting Where Responsibility is Highest: Kids’ Furniture
DOODAH’s first product category focuses on children’s furniture. For Nihar, this was a deliberate decision.
Children interact with furniture more closely than adults; touching, climbing, sitting, and playing around it every day. Because of this, the materials, finishes, and structural safety of children’s furniture carry greater responsibility.
Instead of creating overly playful or cartoon-style products, DOODAH approaches kids’ furniture with a premium design language that blends into modern homes while still being purpose-built for young users.
Through this category, the brand also hopes to educate parents and families that furniture is not just décor; it can be a health decision that shapes a child’s everyday environment.
Design, Craftsmanship, and Social Impact
Another core pillar of DOODAH is its commitment to responsible production and skilled job creation in India.
The company works across multiple craft and production processes including woodworking, finishing, upholstery, quality control, and packaging. In some products, artisan-linked techniques such as cotton rope weaving are also integrated, blending modern design with traditional craftsmanship.
By building products locally, DOODAH contributes to creating skilled employment while strengthening India’s manufacturing ecosystem.
This approach reflects a broader philosophy; that good design should not only benefit consumers but also support meaningful livelihoods within the production chain.
Building an Indian Brand with Global Standards
While DOODAH is proudly built in India, its design philosophy and safety mindset are influenced by global expectations.
The brand aims to align with international benchmarks for quality, safety thinking, and durability while maintaining a distinctly Indian manufacturing identity.
This positioning reflects Nihar’s own journey; combining international design exposure with deep local manufacturing experience.
DOODAH has also received recognition as a DPIIT-recognized startup, reinforcing its potential as an emerging design-led consumer brand within India’s evolving startup ecosystem.
Looking Ahead
While kids’ furniture is the starting point, it represents only the first chapter of DOODAH’s larger vision.
The brand plans to expand gradually into home furniture, lighting, and lifestyle accessories, carrying forward the same principles of safer materials, responsible design, and long-lasting construction.
As awareness grows around healthier homes, sustainability, and responsible consumption, DOODAH hopes to contribute to a shift in how furniture is perceived in India.
For Nihar Soni, the mission is clear: furniture should not simply fill a space; it should support better living.
And sometimes, meaningful change begins with something as familiar as the furniture inside a home.
