Meet the Founders
SAMIYA ALI
(Founder & Director)
Beyond Basic Home is led by Samiya Ali, whose approach to design is defined by thoughtfulness.
With over 19 years of experience across sales, marketing, and e-commerce, she brings both clarity and instinct to the brand, shaping it with care, detail, and intention.
Her perspective on home décor is not driven by trends, but by a deeper belief that spaces should feel personal, effortless, and quietly expressive. This philosophy reflects in every decision within the brand, from product development to how each piece is presented.
For her, Beyond Basic Home is not just about creating products, but about shaping how people experience their spaces – with more intention, more character, and a deeper connection to what they bring into their homes, rooted in an appreciation for Indian art and craft.
WASIM FAROOQ
(Co-Founder & Director)
Wasim Farooq brings an entrepreneurial perspective to Beyond Basic Home, backed by over 20 years of experience across diverse business ventures.
Born and raised in the Kashmir valley, he carries a strong understanding of the region’s cultural and economic landscape. His belief in the potential of Indian art and craft, particularly from Kashmir, aligns with the broader vision of building a brand that is both rooted and scalable.
As a co-founder, he remains associated with the brand, contributing to its overall direction and long-term vision.
