5 questions with Amit Pai of Poltrona Frau

The Managing Director sheds light on the legacy brand's journey in India so far

09 Sep 2025

Few luxury home decor brands can boast of having a museum full of their creations. And yet, in the case of Poltrona Frau, this fact comes as anything but a surprise.

Steered closely by Founder Renzo Frau, the brand established its name as a status symbol by the 30s, merely a few decades after its launch in the early 1900s. From the official furniture supplier to the Italian Royal Family to a design behemoth nearly a century later, Poltrona Frau’s path to worldwide acclaim has been charted by multiple stakeholders. Refusing to let its past define it, it has continued to pioneer new materials, new ways and new silhouettes created in collaboration with renowned designers and architects worldwide.

Sixteen years ago, the brand set its sails for India and has continued to bring the best of Italian craftsmanship to this peninsula’s shores. But what lies ahead? Amit Pai, Managing DIrector at Poltrona Frau, sheds light on the brand’s journey in the country so far — and what keeps drawing people back to Poltrona Frau decades later.

Poltrona Frau’s legacy spans over a century. What, even after all these years, keeps drawing people back to Italian craftsmanship?

Poltrona Frau’s legacy continues to resonate because our philosophy goes far beyond furniture. It is about creating a way of living. Every piece we craft reflects timeless Italian elegance while also embodying the individuality of the person who owns it, much like a tailor-made garment. A Poltrona Frau home brings a warm and welcoming environment, built slowly and thoughtfully, where one feels truly at ease, surrounded by personal stories and treasures. This highlights the uniqueness and the sense of personal touch we bring to spaces. What draws people back, generation after generation, is our ability to preserve the essence of the workmanship while interpreting the evolving needs of contemporary lifestyles. Whether it is in the home, the office, public spaces, or even in vehicle interiors, we remain committed to delivering elegance, comfort, and uncompromising quality.

The DUO Collection -Ceccotti Collezioni by Poltrona Frau; Photograph courtesy Poltrona Frau

The customer experience remains at the very heart of Poltrona Frau. How has the brand adapted this cornerstone in the Indian market?

For Poltrona Frau, customer experience is not just a service but is the very essence of our brand. Every interaction, from the moment a client encounters our collection to the completion of the process, is designed to reflect the same attention to detail that defines our products. What sets us apart from many competitors is the depth of personalisation we offer, whether through bespoke solutions or innovative artistry. Our enduring professional relationships with clients have fostered a community of loyal, returning customers who have remained an integral part of the Poltrona Frau family for years.

Are there any Indian artists or designers you’d love to see collaborating with Poltrona Frau?

Poltrona Frau has always thrived on meaningful collaborations with visionary designers, artists and artists across the globe. With bespoke solutions, new collections, and expanding stores in major cities, we ensure that the brand’s Italian heritage finds a meaningful connection with Indian clients. While we don’t have a specific collaboration to announce, we deeply admire the country’s textile traditions, contemporary designers, and artisans. A partnership that blends Italian mastery with India’s cultural richness would be both exciting and creatively meaningful.

Although one of our revered projects in India would include the NMACC auditorium. Though not in collaboration with any particular designer or artist, Poltrona Frau has deepened its presence in India with this project. The Nita Mukesh Ambani Cultural Centre Auditorium (NMACC) features custom seating by Poltrona Frau, showcasing the brand’s ability to tailor its designs for large-scale cultural venues while also seamlessly integrating into both personal and public spaces.

The DUO Collection - The Duo Bed and Bedside Tables Ceccotti Collezioni by Poltrona Frau; Photograph courtesy Poltrona frau

The DressCove Night System By Poltrona Frau; Photograph courtesy Poltrona Frau

What changes have you noticed in the wants and needs of the average luxury consumer today in comparison to when Poltrona Frau first entered the luxury market in India sixteen years ago?

Since our entry into India sixteen years ago, Poltrona Frau has remained committed to creating understated and elegant objects inspired by tradition and projected into the future to offer living solutions and guarantee the emotional and aspirational needs of a refined and sophisticated international clientele. Luxury today, especially in a dynamic market like India, is increasingly defined by experiences, and Poltrona Frau caters to this by creating bespoke environments that range from prestigious penthouses with custom interiors to luxurious apartments and period residences in countryside villas to exclusive holiday resorts.

Our recent launch, the DressCove Night System, is a classic example. It marks our first fully customizable wardrobe and walk-in closet system. This new sectional and modular closet system blends innovation, design, craftsmanship, and the elegance of Pelle Frau®, harmoniously combined with wood and other materials to create fully customizable furniture. The idea was to redefine the leather covering of the surfaces down to the minutest details, to guarantee a user experience that is all about innovation and comfort.

The Parka By Poltrona Frau; Photograph courtesy Poltrona Frau

As the entire fashion world is seemingly pivoting to India for inspiration, do you foresee a similar trend in the luxury furniture segment?

As a brand with a century-long legacy, we have always believed that true luxury transcends borders while embracing cultural identity. The story of Poltrona Frau is also the story of the many Italian and International architects, designers and artists with whom we have collaborated over the years, each becoming an integral part of our world. Over time, we have collaborated with visionary artists such as Roberto Lazzeroni for multiple products, including the DUO Collection, Draga & Aurel for the Parka Seating Collection, Gio Ponti for the re-edition of the iconic and extremely Limited Edition Dezza Armchair, and many others, bringing global styles together.

Given India’s profound cultural heritage and rich design history, we aspire to create pieces that honour the eternal heritage of Indian culture. India has always been a wellspring of artistry and craftsmanship, and we are indeed witnessing the global fashion world turn to it for inspiration. Our focus would be to bring timeless Italian design into dialogue with India’s evolving lifestyle, creating living spaces that are both globally relevant and locally resonant. Poltrona Frau’s ability to adapt its heritage to suit contemporary interiors makes it a natural fit for Indian homes, whether steeped in tradition or leaning toward modernity.