India, Nov. 19 -- "This desk of mine is one at which a man may die, but from which he cannot resign." Eisenhower famously remarked. Whether or not he meant the desk that saw wartime decisions is irrelevant - the line captures a universal truth. Our desks quietly become the centre of our work lives, shaped by the objects we place on them and the rhythm of our daily rituals.

NOOE spotted a business opportunity in this relationship with the workspace. And as India emerges as a key player in the luxury landscape, with sales projected to reach INR 1,06,129 Cr ($12.1 Bn) by the end of this year, the idea of premium desk essentials found the perfect moment to take root.

The D2C brand aims for annual recurring revenue (ARR) of INR 100 Cr in the...