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Renting in India can be a nightmare. Think about it: visiting countless houses, arguing over rent, losing money to brokers, sticking to 11-month contracts, and spending lakhs of rupees into furnishing. It's a lot — and honestly, we deserve better.
This is where Flent comes in. We're creating a new standard of urban renting for India.
Imagine walking into a home that feels like it’s straight out of a lifestyle magazine - fully furnished, beautifully staged, all you need to bring is your clothes and your vibe. No need to persuade landlords, no dealing with brokers, and no 11-month lock-ins. It’s not just a vision; it’s what we believe the top 1% in India truly deserves.
We started Flent because we were fed up. Trying to find a decent place in the city was a nightmare. But beyond the frustration was a deep-seated passion for home decor and an eye for detail that we couldn't ignore. Numbers revealed that ~$10 Bn is spent annually on urban renting — and that was the tipping point. It convinced us of the potential to craft the future of renting, designed for those who demand more and compromise less.
Flent is backed by top-tier VCs and angels. Since our inception in Jan’24, we’ve launched 300+ homes, went viral on X more than we imagined, and crossed $3 Mn in annual GMV.
Hey — I’m Shail, co-founder & CEO at Flent 👋🏼
One of the most interesting things about building Flent has been seeing how different the two sides of our marketplace are.
Our demand side is sophisticated — young, tech-savvy customers who know exactly what a great consumer experience should feel like.
Supply is the opposite. Indian real estate is fragmented, relationship-driven, and still very early in getting organised. Information is hard to find, decision-making is messy, and the best opportunities rarely come to you.
The people who do really well on this side of the business have two things in common: they’re great at selling, and rejection doesn’t slow them down.
You have to love the hunt. Find people who don't want to be found. Get meetings that aren't easy to get. Hear no repeatedly. Build trust over months. And keep showing up until something moves.
And now, we're taking that same muscle into a much more open-ended problem.
After working with ~12 building owners in Bangalore, we've tasted some early success with institutional supply. We now want to go deeper — working with landowners, developers, investors and wealth managers to create and operate rental assets at a much larger scale.
There isn't really a playbook for this yet. Residential rentals in India are still early as an institutional asset class, and part of what we're trying to do is prove that these assets can be created, operated and invested in at scale.
That messiness is exactly what makes this role exciting to me.
You’ll report directly to me and work closely with Ashish, who leads Supply Growth at Flent.