It’s All About Home (IAAH) was conceptualised to bridge the huge gap in the Indian furniture market, where trendy and premium products were priced high and affordable items lacked style and quality. This resulted in an online as well as offline—a sprawling 75,000 sq ft store in Noida—store for furniture, lighting, furnishing and home decor that offers myriad designs and styles, quality, craftsmanship and competitive pricing. IAAH also offers free design services such that customers can choose to consult with its in-house designers to create completely customised products as well as provide hassle-free installation services for each piece bought from either its online or offline stores. The brand’s collections can be classified as contemporary chic and classic elegance. Contemporary design is ideal for the new-age home—it’s warm, versatile, sophisticated and approachable—teamed with smart and functional furniture, plush accessories and patterned furnishings. Meanwhile, classic elegance is rooted in tradition—in fine details and sophisticated furnishings—with a balance of textures and solid hues, mixed with ageless furniture and antiques.