Nandini Jain returned from the U.S. to shape a Gujarat-based business built on passion and precision. How? Let’s find out in the article today!
A world where everything’s stuck on mass production, there’s a Gujarat-based business carving a niche. With customization, courage, and character. At the centre of this design revolution is INCHTWOINCH, a modular furniture startup that’s redefining living spaces—inch by inch. Leading the brand is Nandini Jain, a young woman entrepreneur in Gujarat who swapped a Fortune 500 job in the U.S. for an entrepreneurial dream in Ahmedabad.
“I moved back to India before COVID hit. I didn’t have a plan—just a strong instinct to create.” – Nandini Jain, founder, INCHTWOINCH
From Chicago’s Skyline to Ahmedabad’s Workshop
Nandini’s story began thousands of miles away in Chicago, a lively, multicultural city. She pursued her Bachelor of Science in Industrial Engineering at the University of Illinois, Chicago. She’s a silver medallist, graduated Magna Cum Laude. Also, a proud member of the Tau Beta Pi Honor Society. She led student chapters during her academic journey, which made her even more confident. Besides, she has also gained corporate exposure by working at Cummins, which is a Fortune 500 company.
She made a bold decision during early 2020, before the COVID pandemic spread around the world. Driven by instinct, the desire to explore a more meaningful path, she moved back to India. That choice laid the foundation of what would soon become a standout entrepreneurship story in Gujarat.
“Studying in the U.S. shaped my confidence, leadership, and outlook on design and business.”, she said
Learning the Ropes: From Plywood to Possibilities
Upon her return, Nandini didn’t immediately launch a brand. Instead, she began assisting her father, who runs a large plywood manufacturing setup in Lucknow. That experience introduced her to the core material that forms the base of most furniture—plywood, blockboards, and flush doors. Then she took a step to move to a new city with no connections and limited knowledge. But she had dared to start up her own business.
“It was crazy to start, but sometimes crazy is good,” shared Nandini Jain
She didn’t stop at just learning. During the first and second COVID waves, she successfully began exporting processed doors to South America, building her business acumen while gaining hands-on manufacturing experience.
“My father introduced me to modular furniture. Watching sheets of plywood turn into design stories fascinated me.”
The breakthrough moment came when she visited a modular furniture factory in Mumbai. The transformation of raw boards into functional, elegant furniture deeply inspired her. That visit sparked a vision that soon took the shape of INCHTWOINCH.
Birth of a Brand: INCHTWOINCH
INCHTWOINCH is a Gujarat-based business that was launched officially in 2022. It specialized in fully customized, made-to-order modular furniture. Every piece of furniture is personalized with precision and care, be it kitchens to wardrobes, beds, shoe racks, and study units.
“At INCHTWOINCH, we don’t mass produce. We co-create furniture with our clients.”
The brand’s quirky name has a personal origin story, too.
“As I looked around the room one day, I realized how much space furniture occupies,” shares Nandini, founder, INCHTWOINCH.
I wanted a name that represented that physical presence, inch by inch. Since ‘Inch to Inch’ wasn’t available on Instagram, I creatively named it INCHTWOINCH,” she added.
Design with Heart, Crafted for Real Life
At INCHTWOINCH, customization is key. The studio considers working directly with homeowners. They do it to make sure the furniture aligns with the customer’s budget, personality, and lifestyle.
Unlike mass-market alternatives, clients here are encouraged to decide every detail—from materials to finish—with expert guidance.
“We want people to put their heart and soul into their homes without burning their pockets.”
The workshop is based in the Changodar Industrial Area of Ahmedabad, with a team of 12 skilled individuals currently employed. As the demand for budget-conscious, customized furniture increases, the team is also growing steadily.
Engineering Precision, Artistic Vision
As an industrial engineer, Nandini uses her academic knowledge in every corner of her business. From plant layout optimization to cost control and lead time reduction, her technical training ensures that efficiency meets aesthetics.
“Running a factory involves applying industrial engineering every day. From machinery placement to timelines—it’s all connected.”
Nandini has created a safe and impactful space to work. There, quality is non-negotiable, systems run effortlessly, and decisions made are well-researched and informed.
From One Role to Another: Entrepreneur, Leader, and New Mother
Along with her role as a CEO, Nandini recently embraced the title of Mother. Though balancing motherhood and entrepreneurship is no easy task, she approaches both calmly with clarity.
She gives all the credit for her success to her father and husband. They supported and encouraged her from the beginning. Having their backing made sure that she takes creative risks. It enabled her to step up where women entrepreneurs in Gujarat are still craving visibility.
Coming Back Home: Advice to Global Dreamers
Nandini’s return to India isn’t just a personal choice—it’s a message to many Indian students and professionals abroad who wonder if they can “make it” back home.
“India is full of opportunity. If you have an idea, come back and build it slowly.”
Her advice to young aspiring entrepreneurs is simple: “Start with it now, and learn along the way.” She believes that entrepreneurship in Gujarat has progressed. More youth, women, custom, and design-led ventures are blooming. The Indian market is all set for a transformation.
The Future, One Inch at a Time
As INCHTWOINCH continues to grow, Nandini remains focused on building a brand that balances design and affordability.
Her long-term dream is to expand into new cities, launching eco-conscious collections that reduce waste. It also includes offering employment to more artisans.
Her journey reminds us that great things don’t come with a fixed plan. But occurs with a deep sense of purpose.
“When I moved back, I had no idea what I would do. But I trusted myself. That made all the difference.”
In a state buzzing with startups and ambition, INCHTWOINCH is a beacon of how women entrepreneurs in Gujarat are shaping modern India—with heart, hustle, and a little bit of plywood.
We tend to share such inspiring journeys of entrepreneurship in Gujarat, like that of Nandini’s INCHTWOINCH. You know where, right? Keep reading Gujpreneur for more!
