A growing number of millennials and Gen Z professionals now operate out of Tier-2 cities. The real estate boom in Indore, IT growth in Coimbatore, Kochi, and Jaipur, and the automobile industry's rise in Nashik have created more jobs than a decade ago. As a result, Tier-2 markets now hold a record 7% share of the Global Capability Centres market. The shift in urban populations has brought an alternative way for Indians to furnish their homes. Rentomojo, a furniture and appliance rental platform, now offers services in Jaipur, Lucknow, Kochi, Indore, Gandhinagar, and many other Tier-2 cities.
Millennials and Gen Z Think Less About Ownership
The concept of ownership is being rewritten. Millennials and Gen Z professionals are moving away from fixed to flexible lifestyle assets. The older generation saw buying a leather sofa or a wooden bed as an investment. This is where the younger Indians have a different way of thinking – they are more comfortable paying for access.
Rentomojo understands the same vibe; the rental platform allows users to upgrade their furniture and appliances after six months of use. "The spending youth, especially the millennials & Gen Z, prefer staying light, desire flexibility, and are value-conscious. Willing to experiment with new stuff across categories that make life simpler and not boring, these generations are also sensitive to our planet's sustainability.'', is what Geetansh Bamania, CEO of Rentomojo, believes.
Instead of keeping the same sofa set, bed, or TV, the growing population of Tier-2 cities have the access to change as their living situation changes.
What Buying Used Furniture and Appliances Lacks
Freshers and first-time renters often turn to the used and second-hand furniture market to furnish their places. The market is still scattered, and quality is rarely checked. The sofa you brought home after a good bargain could be a nest for bed bugs. Or the fridge you saw on a marketplace might not cool enough as promised in the listing. As a result, you may end up paying more for repairs.
Rentomojo offers rental refrigerators, TVs, sofas, beds, mattresses, ACs, water purifiers, and many other essential furniture and appliances. The service provider runs a 25-step quality check process before dispatch.
For example, a fridge needs a physical check. If the fridge doesn't cool enough or its freezer compartment collects frost quickly, the compressor may need attention. Replacing the compressor in a single-door refrigerator costs around ₹4,500–₹6,500. For a double-door fridge, the cost can range from ₹6,500 to ₹8,500. Plus, the fridge has no warranty once it changes hands. So, who should be responsible for the repair?
Rental service providers not only inspect appliances before delivery but also cover repairs and maintenance. Rentomojo replaces the unit if the issue is beyond repair.
The Real Cost of Furnishing a Home in a Tier-2 City
The basics are a bed, a mattress, a water purifier, and a fridge. Washing machines, televisions, sofas, and air conditioners all come later. Furnishing a 1BHK costs around ₹1,19,007 in a Tier-2 city.
Note: Prices are indicative; live prices are shown on the Rentomojo website and app. Plans are available for 3, 6,11, 12, 24, and 36 months.
If the consumer has to move again, they will either sell the products at a loss. Finding a buyer takes time. Rentomojo relocates the rentals for free to the cities where the service is available, eliminating transportation costs and the risk of resale loss.
What Renting from Rentomojo Includes in Tier-2 Cities
Rentomojo's services include home delivery within 48-72 hours of order confirmation, professional installation, and free relocation across serviceable cities. Subscribers can upgrade the rental furniture and appliances from the app and website.
For each order, a refundable security deposit of one month's rent is added at checkout. The deposit is returned within 7-10 working days after a quality inspection.
Apart from Rentomojo, Furlenco and Cityfurnish also operate in Tier-2 cities.
Rentomojo, founded in 2014, saw demand in Tier-2 cities. In 2021, they started their operations in Jaipur, Chandigarh, Gandhinagar, and Mysore. They added Lucknow, Kochi, and Indore in 2024, and Visakhapatnam and Coimbatore in 2025. Rentomojo's DRHP states that Indore and Lucknow saw an increase of "2.73x and 2.66x, respectively, from Fiscal 2025 to the six months period ended September 30, 2025." Rentomojo is listed on the NSE and BSE on September 17, 2026.
