Thongram Singh, Country Head, AFC Furniture Solutions, outlines the company’s ESG-led strategy, manufacturing expansion and global ambitions in India’s competitive B2B workspace market
In an interaction with BW Retail World, Singh discusses how AFC Furniture Solutions is navigating competition, post-pandemic shifts and sustainability mandates in India’s evolving workspace sector.
AFC operates in a highly competitive B2B interiors and workspace segment. What are your current strategic priorities?
Our foremost priority is building and sustaining trust. In our industry, long-term client retention is the strongest validation of capability. Repeat engagements allow us to refine our strategies and approach new stakeholders with confidence.
Sustainability is central to our roadmap. We closely align with ESG initiatives and focus on delivering environmentally responsible, sustainable solutions to end users. Alongside this, we are investing significantly in strengthening our internal teams and accelerating digital transformation across processes to improve efficiency and transparency.
Post-pandemic, workplace demands have evolved. How is AFC adapting its product portfolio?
The pandemic reshaped workplace thinking globally. Clients began re-evaluating how, where and why people work. During that transition, we supported immediate requirements such as hybrid and remote-ready workspace formats.
Looking ahead, our core focus has been on workplace wellbeing — particularly cognitive, emotional and physical wellbeing. We have implemented internal roadmaps aligned with these principles and achieved key benchmarks, including BIFMA Level 3 standards, which are increasingly relevant for multinational corporations entering India.
Our solutions today are designed to demonstrate performance — from ergonomics to indoor environmental quality — rather than merely fulfilling functional needs.
In a cost-sensitive environment, how important are localisation and manufacturing capabilities?
They are critical. The market remains intensely competitive. As an indigenous Indian manufacturer, we have strengthened our in-house capabilities to maintain pricing control and safeguard margins.
We now operate three independent manufacturing units that manage end-to-end processes internally. This reduces external dependencies, optimises costs across CapEx and OpEx models, and ensures timely execution without compromising quality.
Sustainability is now a procurement priority for large corporates. How are you integrating ESG principles?
We operate on four foundational pillars: stakeholders, supply partners, infrastructure and our people. Our workforce has grown to over 830 team members, reflecting our scale and commitment.
On sourcing, we work closely with partners to ensure uncompromised quality aligned with sustainability standards. We operate two in-house testing laboratories to validate materials and performance. This enables us to meet domestic requirements while preparing for global sustainability benchmarks.
We also invest in certified materials, environmental product declarations and indoor air quality compliance to meet international expectations.
You recently delivered a major project for TCS Hyderabad. Could you share insights?
Our engagement with TCS began with smaller projects built on quality and timely delivery. This led to a prestigious opportunity at the Hyderabad campus, covering approximately 1.05 million square feet.
The scale required comprehensive inventory planning, raw material management and process optimisation. By leveraging our in-house capabilities, we ensured efficient execution and delivered to the client’s expectations. The project has strengthened long-term trust and partnership with TCS.
What is AFC’s roadmap for the next three to five years?
We have established a strong domestic presence through regional offices and experience centres in eight cities, including Hyderabad, Bengaluru, Pune, Mumbai, Chennai, Delhi, Gurugram and Patna.
On the manufacturing front, we have upgraded infrastructure with robotic welding systems and fully automated metal bending machines. Our current capacity stands at 18,000 workstations and 18,000 chairs, supported by additional independent units.
Internationally, we have executed projects in Sri Lanka, Maldives, Kathmandu and even the United States. Over the next decade, we have committed to reducing emissions by 58.8 per cent under science-based targets. Sustainability-led growth will underpin our expansion both domestically and globally.
Which sectors will drive your next phase of growth?
Due to confidentiality agreements, we cannot disclose specific client names. However, we are executing large-scale projects in the aviation sector, particularly in high-rise corporate and operational facilities near major airports.
We are also expanding significantly within IT, telecom and leading global audit firms. Additionally, we are targeting Tier II and Tier III cities through associate dealer models and expanding engagement with public sector units and government projects.
The coming years will see AFC strengthening its footprint across diverse sectors while reinforcing its sustainability and performance credentials.
