The Indian home furnishing market— which is expected to reach $80 billion from $44 billion in 2024—is at a pivotal juncture, with consumers demanding both quality and design innovation.
Sanjay Arora, Co-founder and Managing Director of D’Decor Exports, feels that the Make in India initiative has created a strong environment for home textile players, positioning India as a global hub for high-quality, competitively priced textiles.
Founded in 2010, D’Decor Exports was envisioned to create an Indian brand that delivers quality comparable to international standards. Arora entered the business in 1999 as a curtain manufacturer. Following the recession of 2008, he felt the need to strengthen their presence in the domestic market. This set the innings for a brand that now reaches over 250 cities across India and exports to 65 countries, generating revenues of approximately Rs 1,000 crore. In an interview with ET Digital, Arora gives a lowdown on what makes a home furnishing brand succeed in a market as diverse as India. Edited excerpts:
The Economic Times Online (ET Digital): What was the vision behind starting D’Decor Exports?
Sanjay Arora (SA): When we started out, much of the quality fabric in India was imported, even though Indian mills were producing comparable goods for export. It was a contradiction that we couldn’t overlook. What the market lacked was an Indian brand that could offer European-standard quality, produced locally and priced sensibly.
India has always been a value-driven market, and we believed that there was room to deliver premium quality at the right price. At the same time, the real estate sector was booming, and with it, the demand for quality furnishings.
The Indian furnishing industry was fragmented, with no large-scale organised players. On the global front, buyers relied heavily on expensive Turkish and European suppliers. We saw an opportunity to build a world-class, vertically integrated manufacturing set-up in India; one that could serve both domestic and international markets with scale, quality, and efficiency.
ET Digital: You entered the soft furnishing industry in 1999 as a curtain manufacturing company and eventually launched D’Decor in 2010. What have been some of the learnings so far in this business?
SA: When we started in 1999, nearly 90% of our business was export driven. Indian manufacturing wasn’t associated with premium home furnishings, but we saw an opportunity to change that perception. We focused on offering intelligent, high-quality fabrics, ensuring we didn’t just compete on price but on value and innovation.
One of the biggest lessons I have learned is the importance of adaptability. During the 2008 recession, we realised we needed to strengthen our domestic presence. That’s when D’Decor was born. Today, our business is equally divided between exports and the domestic markets, both of which have grown significantly. The key to our growth has always been a constant focus on consumer needs and continuously improving based on market feedback.
ET Digital: Tell us more about the kinds of innovations you do in 3D technology and digitisation for consumers. How does this set you apart in the Indian market and as a global brand?
SA: In the digital space, we have focused on enhancing our manufacturing and supply chain processes, knowing fabric is still fundamentally a tactile product. While online sales aren’t as high-volume as our multi-brand outlets or stores, we have introduced AI-driven tools like digital lookbooks and visualisation features. These help customers see how our fabrics would look on different sofa styles or in various room settings, making the online experience much more interactive and practical.
However, our core innovation lies in the backend. We were one of the pioneers in adopting robotic warehouses back in 2008, much like the ones used by global giants, such as Amazon. This allows retailers to browse our digital catalogues, place orders, and receive the fabric within 48 hours without the need for physical inventory. In addition, our manufacturing processes are highly automated, with state-of-the-art machines that are digitally integrated to ensure efficiency and speed.
ET Digital: What are some of the existing and upcoming product categories that hold significant potential for India in the home furnishing market? How frequently does D’Decor look at ramping up its product portfolio?
SA: India’s home furnishing market is at an exciting crossroads, with consumers demanding both quality and design innovation. Over the years, we have kept a close eye on these changes. Today, we manage over 13,000 SKUs (stock keeping units) and see strong demand for areas like outdoor fabrics, premium bedding, and durable upholstery solutions that cater to practical needs.
We don’t rush to launch new products just to increase numbers. Every year, we retire around 1,000 SKUs and introduce about 3,000 new ones, ensuring they meet the needs of our market. Just this April, we introduced a new wave of offerings to provide a comprehensive home furnishing experience.
We are also modernising the retail experience, with a more digital, immersive store format. Our franchise model is helping us scale, and we have already signed 50 franchisees to roll out over the next two years. The goal is to make home styling more accessible and enjoyable for consumers.
ET Digital: In your opinion, how favourable is the Make in India initiative for home textile companies in the market? What improvements would you like to see?
SA: The Make in India initiative has created a strong environment for home textile players like us. Our business has grown over 42% in the past three years, and the sector is seeing a compound annual growth rate (CAGR) of 14%. India is quickly becoming a global hub for high-quality, competitively priced textiles.
The government support through initiatives like the production-linked incentive (PLI) scheme has been crucial, but further investments in infrastructure, logistics, energy efficiency, and skill development would drive even faster growth. The potential, both domestically and for exports, is huge.
ET Digital: Given the rising competition from both organised and unorganised players, what strategies does D’Décor have in place to maintain its leadership in the market?
SA: Our strategy is built on strong vertical integration, allowing us to control everything from raw material to finished product. This ensures superior quality, faster delivery, and greater efficiency compared to others. By focusing on continuous innovation and refining our processes, we remain committed to leading the market and meeting evolving consumer needs.
ET Digital: What is your view on the role of omnichannel retail in home furnishings? How is D’Decor integrating offline and digital touchpoints?
SA: Omnichannel retail is crucial today, as consumers research online before visiting stores. However, for home furnishings, nothing beats the tactile experience—feeling the fabric and imagining it in their space.
We are present in over 2,000 stores across India, with a growing franchise network. While online sales are strong, especially for bedding and rugs, the in-store experience remains key.
We are integrating digital tools to help customers locate stores, explore collections, and visualise fabrics in their homes. Through our franchise model, we are making the in-store experience more seamless with immersive digital features. For us, omnichannel retail enhances, not replaces, the physical touchpoint, ensuring convenience and trust.
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Founded in 2010, D’Decor Exports was envisioned to create an Indian brand that delivers quality comparable to international standards. Arora entered the business in 1999 as a curtain manufacturer. Following the recession of 2008, he felt the need to strengthen their presence in the domestic market. This set the innings for a brand that now reaches over 250 cities across India and exports to 65 countries, generating revenues of approximately Rs 1,000 crore. In an interview with ET Digital, Arora gives a lowdown on what makes a home furnishing brand succeed in a market as diverse as India. Edited excerpts:
The Economic Times Online (ET Digital): What was the vision behind starting D’Decor Exports?
Sanjay Arora (SA): When we started out, much of the quality fabric in India was imported, even though Indian mills were producing comparable goods for export. It was a contradiction that we couldn’t overlook. What the market lacked was an Indian brand that could offer European-standard quality, produced locally and priced sensibly.
India has always been a value-driven market, and we believed that there was room to deliver premium quality at the right price. At the same time, the real estate sector was booming, and with it, the demand for quality furnishings.
The Indian furnishing industry was fragmented, with no large-scale organised players. On the global front, buyers relied heavily on expensive Turkish and European suppliers. We saw an opportunity to build a world-class, vertically integrated manufacturing set-up in India; one that could serve both domestic and international markets with scale, quality, and efficiency.
ET Digital: You entered the soft furnishing industry in 1999 as a curtain manufacturing company and eventually launched D’Decor in 2010. What have been some of the learnings so far in this business?
SA: When we started in 1999, nearly 90% of our business was export driven. Indian manufacturing wasn’t associated with premium home furnishings, but we saw an opportunity to change that perception. We focused on offering intelligent, high-quality fabrics, ensuring we didn’t just compete on price but on value and innovation.
One of the biggest lessons I have learned is the importance of adaptability. During the 2008 recession, we realised we needed to strengthen our domestic presence. That’s when D’Decor was born. Today, our business is equally divided between exports and the domestic markets, both of which have grown significantly. The key to our growth has always been a constant focus on consumer needs and continuously improving based on market feedback.
ET Digital: Tell us more about the kinds of innovations you do in 3D technology and digitisation for consumers. How does this set you apart in the Indian market and as a global brand?
SA: In the digital space, we have focused on enhancing our manufacturing and supply chain processes, knowing fabric is still fundamentally a tactile product. While online sales aren’t as high-volume as our multi-brand outlets or stores, we have introduced AI-driven tools like digital lookbooks and visualisation features. These help customers see how our fabrics would look on different sofa styles or in various room settings, making the online experience much more interactive and practical.
However, our core innovation lies in the backend. We were one of the pioneers in adopting robotic warehouses back in 2008, much like the ones used by global giants, such as Amazon. This allows retailers to browse our digital catalogues, place orders, and receive the fabric within 48 hours without the need for physical inventory. In addition, our manufacturing processes are highly automated, with state-of-the-art machines that are digitally integrated to ensure efficiency and speed.
Founded in 2010, D’Decor Exports set the innings for a brand that now reaches over 250 cities across India and exports to 65 countries.
ET Digital: What are some of the existing and upcoming product categories that hold significant potential for India in the home furnishing market? How frequently does D’Decor look at ramping up its product portfolio?
SA: India’s home furnishing market is at an exciting crossroads, with consumers demanding both quality and design innovation. Over the years, we have kept a close eye on these changes. Today, we manage over 13,000 SKUs (stock keeping units) and see strong demand for areas like outdoor fabrics, premium bedding, and durable upholstery solutions that cater to practical needs.
We don’t rush to launch new products just to increase numbers. Every year, we retire around 1,000 SKUs and introduce about 3,000 new ones, ensuring they meet the needs of our market. Just this April, we introduced a new wave of offerings to provide a comprehensive home furnishing experience.
We are also modernising the retail experience, with a more digital, immersive store format. Our franchise model is helping us scale, and we have already signed 50 franchisees to roll out over the next two years. The goal is to make home styling more accessible and enjoyable for consumers.
ET Digital: In your opinion, how favourable is the Make in India initiative for home textile companies in the market? What improvements would you like to see?
SA: The Make in India initiative has created a strong environment for home textile players like us. Our business has grown over 42% in the past three years, and the sector is seeing a compound annual growth rate (CAGR) of 14%. India is quickly becoming a global hub for high-quality, competitively priced textiles.
The government support through initiatives like the production-linked incentive (PLI) scheme has been crucial, but further investments in infrastructure, logistics, energy efficiency, and skill development would drive even faster growth. The potential, both domestically and for exports, is huge.
ET Digital: Given the rising competition from both organised and unorganised players, what strategies does D’Décor have in place to maintain its leadership in the market?
SA: Our strategy is built on strong vertical integration, allowing us to control everything from raw material to finished product. This ensures superior quality, faster delivery, and greater efficiency compared to others. By focusing on continuous innovation and refining our processes, we remain committed to leading the market and meeting evolving consumer needs.
ET Digital: What is your view on the role of omnichannel retail in home furnishings? How is D’Decor integrating offline and digital touchpoints?
SA: Omnichannel retail is crucial today, as consumers research online before visiting stores. However, for home furnishings, nothing beats the tactile experience—feeling the fabric and imagining it in their space.
We are present in over 2,000 stores across India, with a growing franchise network. While online sales are strong, especially for bedding and rugs, the in-store experience remains key.
We are integrating digital tools to help customers locate stores, explore collections, and visualise fabrics in their homes. Through our franchise model, we are making the in-store experience more seamless with immersive digital features. For us, omnichannel retail enhances, not replaces, the physical touchpoint, ensuring convenience and trust.
