Meet This 28-YO CS Grad Who Built a Pinterest-Like Interior Design Platform for Authorized Product Sourcing, Serves 1,100+ Users Daily

Ask anyone who has renovated a home in India, and you’ll hear the same sigh before the story begins.

“We were promised Italian quality.”

“The sample looked different from what arrived.”

“The dealer said it was waterproof ply. It wasn’t.”

“The brand label looked right… but something felt off.”

In the Indian market, where home ownership is a very emotional thing, and home design projects involve the lifetime savings of many people, making a purchase, whether it's furniture, fixtures, lighting, or even something as simple as plywood, is a leap of faith for many people.

The Indian home design sourcing industry, a multibillion-dollar market progressing at a rapid rate, is a highly fragmented, opaque, and trust-based market.

Although e-commerce and aggregator sites have emerged, one of the main issues that remains is: how can the consumer be assured that they are actually acquiring the genuine article through an authorized distributor?

“If a project site is in Delhi and you’re based in Mumbai, you can’t just Google ‘plywood dealer Delhi’ and trust what you find,” Pratit Biscuitwala, Founder of ThinkHome, explains to Startup Pedia in an exclusive interview.“You don’t know if the dealer is authorized, if the product is genuine, or if the specs being promised are even real.”

It was this gap, experienced not on a theoretical level but on real project sites, that materialised the need to create ThinkHome, a new-age online interior design sourcing platform founded by Pratit Biscuitwala, a computer science degree holder who opted against a conventional career path and went on to create a start-up business instead.

How the Indian interior design industry operates

The interior design industry in India operates through a complex interplay of brands, distributors, dealers, contractors, and interior designers to deliver the required services. Though foreign brands aggressively operate in this industry, the end experience has yet not yet been regulated.

Products being rebranded, material substitution, inflated pricing, and unfounded claims are the norms in the industry, especially when it comes to segments like lighting, furniture, sanitary ware, and plywood. For the homeowner in Mumbai, purchasing for the project in Delhi, or the designer dealing with several projects geographically dispersed, the issue becomes even more challenging.

There are portal services like Justdial and IndiaMart, but they follow models that give more importance to listing than to legitimacy. People have to pay to get their listing, and not to get it verified. There is an enormous amount of unqualified leads generated.

ThinkHome, founded in 2025, was created as an alternative to this model. It is a Mumbai-based startup aiming to fix India’s interior material sourcing problem with verified dealers, pricing & trust-first model.

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Who is Pratit Biscuitwala

Pratit Biscuitwala was born and raised in India. 

He completed his Cambridge A-Levels at Podar International School in 2016. With a strong inclination toward technology, he moved to the United States to pursue an undergraduate degree in Computer Science from California State University, East Bay.

Like many international students, Pratit wanted a career rooted in tech innovation. However, the timing of his graduation coincided with the onset of the COVID-19 pandemic. 

Global uncertainty brought him back to India, where he took up a role at Infibeam Avenues, the fintech company behind CC Avenue, one of India’s largest payment gateways.

While the job offered exposure to large-scale digital infrastructure, Pratit found himself questioning the conventional trajectory.

“I had spent a lot on my education,”he recalls in a candid conversation with Startup Pedia. “And somewhere, I felt that instead of doing a job long-term, I wanted to build something of my own, something that actually solved a real problem.”

That problem surfaced much closer to home than he expected.

Pratit’s brother runs an interior design firm. On paper, sourcing materials should have been straightforward. In reality, it was anything but.

The challenge was not just price but also credibility.

• Designers and consumers alike were investing a disproportionate amount of time verifying sellers, 

• Double-checking statements, 

• And still getting mixed responses.

The existence of quality brands was not accompanied by a technology-based platform exclusively for authorized sourcing.

This realization eventually formed the basis of ThinkHome.

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How ThinkHome Functions

ThinkHome was established in 2024 and took about eight months to develop in-house. Pratit handled the development of the website, iPhone app, and Android app, and his brother invested in the business and also brought domain knowledge to the table.

The approach was simple and effective:

1. Develop a marketplace where consumers can view home products like an inspiration board (something like Pinterest)

2. And only interact with certified dealers.

Rather than targeting brands that were unwilling to share dealer information, ThinkHome turned the business model on its head. The group began by onboarding approved dealers themselves and providing them with category-exclusive access.

“For example,”Pratit explained Startup Pedia, “if you’re an authorized Kohler dealer on our platform, we won’t list Kohler through anyone else. Every Kohler inquiry goes to you.”

This ensured accountability on both sides.

ThinkHome is not an e-commerce marketplace

ThinkHome is not an e-commerce marketplace, and for good reason. Consumers navigate the platform much like Pinterest.

They can view sofas, lights, fixtures, and furniture, complete with specifications and approximate prices. If they like something, they can make a simple inquiry with just their name and number.

Next, the authorized dealer contacts the consumer.

ThinkHome's warranty is this: Every dealer listed is verified and authorized by the brand they represent.

“In the interiors space, scams happen everywhere,” Pratit highlighted in his candid conversation with Startup Pedia. “A Chinese sofa gets rebranded. A ply is sold as waterproof when it’s not. Even lighting products get swapped. We eliminate that risk.”

ThinkHome operates on a pay-per-lead model. Dealers pay a flat ₹200 per qualified lead. No subscriptions, no premiums, no commissions on sales value.

“Whether the dealer sells ₹50,000 worth of material or ₹25 lakh, we don’t take a cut,” Pratit says.“Our only focus is delivering genuine, high-intent leads.”

Because customers see full product information before submitting an inquiry, leads tend to be highly qualified.“If someone fills out the form after reading specs and pricing, they’re already serious,”he added. 

ThinkHome officially launched on October 3, 2025. Early traction came through social media and organic outreach.

But Pratit sees this as a phase of learning. “We’re still finding our feet,”he clarifies to Startup Pedia.“Right now, awareness is the biggest challenge. People don’t yet know that a platform like this exists.”

ThinkHome is currently strongest in Mumbai, but expansion is already on the roadmap. 

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What’s next for ThinkHome?

Cities like Delhi, Bengaluru, and Chennai are next, with a focus on building city-wise dealer networks and a future pincode-based sourcing model.

One of the most promising recently launched features is WhatsApp-based assisted sourcing.

Recognizing that browsing 5,000 products can be overwhelming, ThinkHome has onboarded in-house interior designers who will guide users through product selection, free of cost.

“If someone wants to renovate a living room, our designers will recommend products directly from our platform and even raise inquiries on their behalf,”Pratit explains.

“We’re bootstrapped, and our tech costs are manageable,”says Pratit Biscuitwala. “We’re building this for the long term. We’re not chasing vanity metrics.”

For Pratit, the goal is clear: build India’s first credible, tech-led interior sourcing platform focused purely on trust, transparency, and authorization.

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