Homes With Heart, Brands With Scale Inside India’s New Décor and Interiors Boom

A quiet transition is unfolding inside Indian homes. Whether it’s a mansion, a modern apartment, or a farmhouse on the outskirts, interiors today reflect a thoughtful sense of design and personality. Walls no longer remain plain backgrounds; they speak through art, color, and curated objects. Brass décor sits beside handcrafted ceramic vases. Soft, natural textures pair beautifully with clean, contemporary lines.

The Indian home has evolved from a basic living space into a deeply personal expression of identity, shaped by culture, memory, aspiration, and an eye for beauty. This shift is reshaping India’s home décor and interior market, especially in Tier-II and emerging cities, where consumers want décor that feels meaningful rather than mass-produced. They are seeking craftsmanship, emotional connection, and authenticity.

This has opened opportunities for an entire new wave of brands — from Urban Ladder, Pepperfry and Godrej Interio, to Vedas Exports and WoodenStreet — each helping Indians design homes that feel warm, expressive, and intentional.

Design Goes Deeper: How Brands Are Scaling by Serving India’s New Home Aspirations

As home design becomes more personal and expressive, brands are expanding beyond metro markets to meet rising demand in smaller cities. WoodenStreet, which began as a customized furniture brand, now offers full-home interior solutions through Wooden Street Home Interiors. Its recently launched 10,000 sq. ft. experience studio in Bengaluru allows customers to walk through model rooms, explore materials, and visualize their homes before execution.

“Over the years, we’ve mastered furniture craftsmanship; now, we’re extending that expertise to complete interiors,” says Lokendra Ranawat, CEO & Co-Founder, WoodenStreet.
“Our vision is to simplify the home design journey — where functionality meets beauty and every corner feels personal.”

Godrej Interio, a trusted household name, is also evolving to match this shift — focusing on design-forward products, omnichannel retail, and deep penetration into smaller markets.

“This combination of design, scale, and executional rigour will position Interio by Godrej as the lifestyle brand of choice,” says Swapneel Nagarkar, Business Head & Executive VP, Interio by Godrej Interio.
“Our strategy aims at expanding to 1,500 stores by 2029, backed by the trust and reliability of Godrej.”

At the same time, Vedas Exports is tapping into the growing preference for heritage-inspired, handcrafted décor in Tier-II cities.

“Customers chose pieces that carry meaning — we’re connecting craftsmanship with modern homes,” says Palash Agrawal, Founder, Vedas Exports, who plans to scale to 12 boutique-format stores by 2026 through a franchise-led model.
“Tier-II cities are not ‘aspiring’ — they are defining a new design language where heritage meets contemporary living.”

Together, these brands reflect a clear shift: India’s home aesthetic revolution is being shaped not just in metros, but in the cultural and economic heart of smaller cities — where aspiration, identity, and lifestyle are converging to create the next wave of scalable growth.

Why This Shift Matters

India’s home and interiors market is expanding at 12–15% CAGR, but the growth is not just economic — it is driven by how people now see and experience their homes.

• Rising homeownership beyond metros
  More families in Tier-II and Tier-III cities are buying homes, especially in developing residential townships and urban clusters. With ownership comes a desire to shape the home’s look and feel in a way that reflects one’s identity.
• Post-pandemic focus on comfortable, emotionally warm spaces
  During the pandemic, people spent more time indoors and realized the value of a peaceful, comforting, and aesthetically pleasing home environment. Homes are now seen as emotional spaces, not just physical ones.
• Design inspiration from social media
  Platforms like Pinterest, Instagram, and YouTube have exposed consumers to global décor trends. People now have clearer preferences and higher expectations, pushing brands to provide stylish, cohesive, and curated interior solutions.
• Growing appreciation for craftsmanship
  There is a renewed love for handmade, artisanal, and culturally rooted décor. Customers want pieces that feel special — made with intention, tradition, and detail — not mass-produced.

How Consumer Choices Have Changed

In short, people are no longer just purchasing products —
they are building atmospheres that reflect who they are.

The Road Ahead: Homes With Soul

The next phase of India’s home retail evolution will be shaped by:

• Boutique décor stores in Tier-II cities
  Smaller, curated stores offering personalized décor experiences will continue to expand where customer engagement is stronger.
• Immersive experience studios
  Customers want to see, touch, and visualize — experience centers will increasingly replace catalog-only retail.
• Full-service interior solutions
  End-to-end home design — from concept to installation — will become the default expectation.
• Franchise-led expansion
  To scale quickly and locally, brands will increasingly rely on franchise partners who understand regional taste and customer behavior.
• Heritage-inspired contemporary design
  The design aesthetic of the future blends Indian craft, culture, and tradition with clean modern forms.

In this era, brands are not just decorating houses — they are helping India build homes with memory, personality, and soul.