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Stuv.ai · Context Engine
v1 — UX Prototype
Indocasa Furniture · Workspace
SK

Let's get to know your brand.

Stuv builds a brand-aware context store before any generation runs. The richer the context, the closer every output matches who you actually are. Pick how deep you want to go today — you can always add more later.

Step 01 of 04
~5 minutes

Fast Track

For when you want to see Stuv in action right now. We'll auto-research everything we can while you start generating.

  • Drop your website URL + 3 keywords + logo
  • Our research agents fill the rest in background
  • Generate immediately in Shadow Mode (drafts)
  • Upgrade to full access anytime by completing your profile
Recommended
~15–20 minutes

Deep Dive

Tell us about your brand the way you'd tell a new designer. You get higher-confidence outputs from your first generation.

  • Upload anything you have — decks, catalogs, guidelines
  • 20 adaptive questions (we skip what we can infer)
  • Parallel research on industry, competitors, founder
  • Full generation access from the start
Drop everything you have

PDFs, decks, brand guidelines, catalogs, your website URL — we extract what we can so you don't repeat it in the questionnaire. Anything you upload here also feeds the Knowledge Base directly.

3 of 5 parsed
↓
Drop files here or click to browse
PDF · DOCX · PPTX · XLSX · PNG · JPG · ≤ 50MB each
Or paste a URL
We'll crawl pages, extract copy + imagery, and pull metadata. Social handles work too — Instagram, LinkedIn, YouTube.
Uploaded · 5 items
PDF
Indocasa-brand-deck-2024.pdf
→ extracted: brand voice · 4 attrs · color palette · 5 hex · founder bio · 28pp
Parsed
XLSX
SKU-master-livingroom.xlsx
→ extracted: 147 SKUs · pricing tiers · categories · hero products flagged
Parsed
URL
indocasa.in · website crawl
→ extracted: 312 pages · 89 product copy blocks · 4 founder quotes · brand colors confirmed
Parsed
PPTX
Q4-2025-investor-update.pptx
→ parsing 24 slides · extracting positioning + audience signals
Parsing
DOCX
brand-guidelines-v2.docx
→ queued — will start after current batch
Queued
Auto-research · running in parallel

Zero input needed. We start the moment your domain is confirmed and fill gaps your docs don't cover.

2 done · 2 working
Industry Classifier
Resolved · Premium furniture · India · D2C · NAICS 337122
Founder Research
3 sources · LinkedIn + 2 press features mapped to founder bio
Competitor Discovery
Scoping aspirational + functional · 8 of 10 mapped
Industry Trends
Reading last 12mo signals · market sizing for premium furniture · India in progress
Adaptive questionnaire · preview

Answers from your uploaded docs auto-fill. Skipped questions are marked inferred.

12 of 20
60%
Brand identity
If your brand were three words at a dinner party, what would it say? e.g. "thoughtful, grounded, considered"
Answered
Brand identity
Two brands you admire — and the one thing each does well.
Answered
Audience positioning
Who's buying? Describe the person, not the demographic.
Audience positioning
What problem do they have before they find you?
2 of 5 left
Product · differentiation
Why does someone pick you over the next-cheapest option?
Pending
USP · vision
One line — what does your brand stand for in 2 years?
Pending
Onboarding · Module 01 Next → Knowledge Base

Your brand, structured.

Everything Stuv knows about Indocasa, in one place. Each field shows its source and confidence so you can see what's user-attested vs. what we've inferred from research.

Snapshot v3 · live
Indocasa Furniture
Parent Brand · 3 categories · founded 2018
9 fields user-attested 4 inferred
Living Room
147 SKUs conf 0.86
Bedroom
89 SKUs conf 0.78
Outdoor (vegan)
34 SKUs conf 0.71
Sub-structure · 01
Company profile
conf 0.92
7 fields · 6 user-attested · 1 inferred
updated 18 May
2018
Founded
270
SKUs · live
12
Cities served
₹14Cr
ARR · FY25
Aanya Mehta · founder + creative director · ex-Pepperfry product team · NID Ahmedabad. Set up workshops in Jodhpur in 2019 after a year of trying to source from existing factories and finding the wood quality non-negotiable. Indocasa runs 3 workshops · 24 craftspeople on payroll, no factory contracts. Bangalore HQ houses 8 in-house: design, ops, content.
source: brand-deck p.4 · LinkedIn · 2 press features
Sub-structure · 02
Vision & USP
conf 1.00
4 fields · all user-attested
locked 14 May

"Solid wood furniture, built in Indian workshops, sold without the markup of intermediaries." Vision · Aanya Mehta, founder

Top 3 differentiators · used across all generation
01 · supply
Workshop-direct. No warehouses, no intermediaries — made-to-order with 6-week lead time.
02 · material
Solid wood only. No MDF, no particle board, no veneer dressed up as wood.
03 · warranty
25-year structural warranty. Custom dimensions on request, no upcharge.
Sub-structure · 03

Brand identity

conf 0.84 · visual + verbal · 9 fields · locked v3
Visual identity
5 fields · conf 0.87
#2A1810 · primary
#8B5A3C · warm
#F4E4D0 · accent
#E8DDD0 · cream
#4A3429 · ink
Heading · Display Serif
Made in India, designed for forever.
Body · Geometric Sans
Solid wood. Considered details. Built to outlast trends.
Imagery style: Warm natural light, real homes (not studio), minimal props, lived-in not staged. Models: 30–50, candid not posed.
Verbal identity
4 fields · conf 0.81
Tone
Considered Honest Grounded Quiet confidence Not aspirational
Avoid
premium luxury disrupting game-changing
Example sentence (closed-loop confirmed)
"Built slowly, in workshops we visit ourselves. Not because it's a story — because it's the only way we know how."
Sub-structure · 04
Audience personas
conf 0.84
3 personas · 18 fields total
2 user-attested · 1 closed-loop refined
Primary · 64% of revenue
The Settler
32–45 · metro · just bought first home · AOV ₹38K
Pain
Tired of fast furniture failing in 18 months. Wants pieces that earn their place.
Buying trigger
Housewarming season · post-move planning · 3 months in new space
Channels
Instagram · Pinterest · word of mouth from friends
Secondary · 28% of revenue
The Quiet Upgrader
38–55 · second home or full reno · AOV ₹68K
Pain
Doesn't trust D2C for big pieces. Worries about wood quality, post-sale support.
Buying trigger
5+ years in current space · renovation start · adult kids moving out
Channels
Google search · design publications · YouTube unboxings
Tertiary · 8% of revenue
The Designer's Pick
Interior designers · specifying for clients · AOV ₹2.4L+
Pain
Clients ask for "Indian-made solid wood" — needs a brand they trust to recommend.
Buying trigger
Client project kick-off · sample requests · custom dimension needs
Channels
B2B sales rep · trade discounts · designer-only catalog
Sub-structure · 05
Product catalog
conf 0.96
270 SKUs across 3 categories
source: SKU-master.xlsx · synced daily
Living Room
147
SKUs · 54% of catalog
₹12K – ₹2.4L
Bedroom
89
SKUs · 33% of catalog
₹18K – ₹1.8L
Outdoor · vegan
34
SKUs · 13% of catalog
₹14K – ₹86K
Hero SKUs · top 5 by revenue · weighted in generation
01
Madhya dining table · teak
Living Room · solid teak · seats 6
₹84,000
12% rev
02
Asha low sofa · 3-seater
Living Room · sheesham frame · cotton-linen
₹1,60,000
9% rev
03
Lalit storage bed · queen
Bedroom · mango wood · hydraulic lift
₹72,000
7% rev
04
Veena rocking chair
Living Room · teak · cane back
₹38,000
5% rev
05
Saral outdoor lounger
Outdoor · FSC pine · recycled poly weave
₹56,000
4% rev
Sub-structure · 06
Industry knowledge & trends
conf 0.74
all agent-inferred · sourced 14 May
refresh queued · 87d old
Sub-vertical
Premium D2C furniture
India · NAICS 337122 · LinkedIn category: Furniture / Home Goods
Market size · India D2C premium furniture
₹4,200Cr
2025 estimate · growing 22% YoY · Indocasa share ~0.3%
Top trends · last 12 months
  • +31% YoY Solid wood demand vs. engineered wood across premium D2C RedSeer Q4'25
  • +4.2× 18mo "Sustainable sourcing" + "FSC wood" search queries · India Google Trends
  • ₹38K avg Premium D2C AOV across category · Indocasa sits ₹42K (slight premium) Inferred · 14 May
  • +38% YoY Bedroom segment growing fastest in premium D2C — opportunity RedSeer Q4'25
  • −14% YoY Veneer + engineered wood share declining — confirms positioning JLL Retail report
Diwali campaign brief detected today. Industry trends auto-refresh queued · ETA 4 min. ↺ in progress
Sub-structure · 07
Competitor map
conf 0.78
3 aspirational · 3 functional per category
hierarchical model · §4.2
Parent · Aspirational
Lifestyle & brand position
Pulled for banner + chat brand-voice intents. Not direct rivals — what we learn from.
MUJI JP · lifestyle minimalism
"Restraint in product copy. Never over-explains. Lets materials speak."
West Elm US · modern craftsperson
"Made by craftspeople" narrative woven through every PDP, never tokenistic."
Burrow US · D2C furniture
"Modular promise + delivery transparency — shipping is part of the brand story."
Category · Functional · Living Room
Direct rivals by feature & price
Pulled for product copy + SEO + chat.convert intents — same buyer is comparing these.
Wakefit Solid Wood ₹28K avg · mass-premium
"Fast delivery is their wedge — we lose on speed, win on workshop story."
Wooden Street ₹35K avg · design-forward
"Weekly drops + IG-native — high tempo. We are slower, intentionally."
Pepperfry Premium ₹45K avg · marketplace
"Logistics-heavy positioning. Our workshop-direct angle is the counter."
⚠ Guardrails Negative Context First-pass filter on every generation. Parent + Category-specific rules.
Parent · all categories
  • ✕ No "premium" / "luxury" framing
  • ✕ No mention of West Elm, IKEA by name
  • ✕ No timed-urgency copy ("ends tonight")
Outdoor (vegan) category only
  • ✕ No leather imagery or texture refs
  • ✕ No animal-byproduct claims
  • ✓ Material callouts required (FSC wood, recycled poly)
Knowledge Base · Module 02 Next → Generation

Generation, with context.

Every generation routes through the manifest pipeline. You see exactly which fields are pulled, which are dropped by confidence, and where the token budget goes.

Intent · marketing.banner
Campaign brief
"Diwali sale — 15% off on Living Room collection. Hero a real home, warm tone, no urgency-driven framing per brand rules."
Context manifest · pipeline
2,047 / 3,000 tokens
01 Manifest lookup
Recipe for marketing.banner · 7 fields candidate
brand_identity.visual brand_identity.verbal negative_context (parent + category) audience.primary usp competitors.aspirational industry_trends
Done
02 Confidence filter
Threshold for this intent: 0.70 · 1 field dropped below cutoff
industry_trends · 0.58
Done
03 Token budget
Under 3K budget — no pruning needed. All "always pulls" + "heavily weighted" retained.
Done
04 Negative context
Applied 3 parent + 0 category guardrails to prompt. Brief mentions urgency-free explicitly — coherent with rules.
Done
05 HITL gate
No critical conflicts. 1 informational note — new Diwali campaign category not in last 90d, refresh trigger queued.
Pass
Generated banner · preview
High confidence · ready to publish
tone match · considered no banned terms category-correct (Living Room) aspirational competitor cue · "homes that hold us"
Generation · Module 03 Next → Insights & Closed-Loop

Your brand gets sharper over time.

Every edit you make on a generated output teaches the system something. Patterns surface as suggestions, conflicts gate generation when they matter, and you stay in control of every update.

3 open · 7 resolved this week
⚠ Critical conflict · blocks generation just now
Pricing tier mismatch — Bedroom category

Your questionnaire positions Bedroom as mid-market, but our competitor agent placed you in the premium tier based on average SKU price (₹42K vs category mid-point ₹28K). This blocks marketing.banner and chat.convert generations for Bedroom until resolved.

You said
Mid-market
source: questionnaire · conf 1.0 · 18 May
Competitor agent inferred
Premium
source: avg_sku_price vs sub-vertical · conf 0.71 · 21 May
Open generations affected: 2 banners + 1 chat sequence. WhatsApp notification sent to founder · in-app · email pending.
↻ Closed-loop · suggested update 2 hr ago

You keep replacing "premium" with "considered"

In your last 5 product descriptions for Living Room, you've made this swap 4 times. Want to add "considered" to your verbal identity and ban "premium" from this category?

−"Our premium walnut dining table…"
+"Our considered walnut dining table…"

If accepted: brand_identity.verbal updates with confidence 0.9 · new snapshot v4 created.

↻ Closed-loop · pattern detected yesterday

You swap out staged-studio images consistently

3 of your last 4 generated catalog images were replaced with real-home reshoots. The "imagery style" field already says "lived-in not staged" — but our generation model is still leaning studio. We'll add stronger negative prompts.

Field affected
brand_identity.visual.imagery_style.negative_prompts
↺ Auto-refresh queued 10 min ago

Diwali campaign triggered industry refresh

Your brief mentions "Diwali" — we haven't refreshed industry trends in 87 days. Auto-research is re-running on the Living Room category. Estimated 4 minutes.

industry_trends · refreshing competitors · current (14d) founder · current
📦 Shadow Mode → Full Access unlocked today

12 watermarked drafts ready for batch review

Your Outdoor (vegan) category just crossed the Medium confidence threshold. The drafts you generated while we were learning are ready to publish — review them in one pass, or open individually.

8 banners · 3 product descriptions · 1 SEO outline all carry DRAFT watermark
Insights · Module 04 · Closed-Loop End of flow