120
/ 7
Min Read
- Tell us a bit about your entrepreneurial / professional journey.
Being born into a textile family gave me early exposure to the trade. After studying textiles, I joined our family’s ladies’ apparel business. Things changed dramatically in 1995 when fashion trends shifted, and the business model became unsustainable. Rather than shutting down, I pivoted to home textiles—a category just beginning to evolve in India. With just 100 employees and outdated machinery, we upgraded our systems and reimagined operations.
That challenging period became a turning point. Over the past 25 years, D’Decor has grown from a manufacturing unit to India’s leading consumer brand in home furnishings. Today, we employ over 4,000 people and serve more than 65 countries, with revenues climbing from $5 million in 1998 to over $350 million in 2024.
- When and how did D’Decor start?
We launched D’Decor in 1999, initially focused on high-quality manufacturing and exports. Our investments in design, innovation, and state-of-the-art manufacturing—alongside Italian design partnerships—built a solid global reputation.
A key shift came when I attended the Owner–President Management Program at Harvard. It sparked the vision to build a consumer brand, not just a manufacturing powerhouse. That led to our collaboration with Shah Rukh and Gauri Khan—helping position D'Decor as a household name. In 2023, we launched FabriCare, a range of high-performance fabrics that combine luxury with functionality—like easy-clean, indoor-outdoor, blackout, and fire-retardant options.
- What has been the company’s biggest milestone?
Several milestones have redefined our business. We were the first in the home furnishings sector to implement robotic warehousing, which revolutionized logistics and responsiveness. Transitioning from manufacturing to a consumer brand was another major leap—we reimagined retail by pioneering the catalogue system, which addressed inefficiencies in the traditional cloth roll model.
Our long-standing collaboration with Shah Rukh and Gauri Khan helped elevate brand visibility in a largely unbranded category. We also led the adoption of digital printing for home fabrics in India, enabling design flexibility and faster turnaround.
- What brands fall under the D’Decor umbrella?
We have two key brands: - D'Decor – our premium offering of fabrics, curtains, upholstery, bedding, blinds, and rugs, known for elegant design and timeless appeal.
- FabriCare – launched in 2023, focuses on high-performance fabrics that blend beauty and advanced functionality.
- What is your management mantra?
Excellence is built through the combined power of technology and human capability. We believe in ‘Live Beautiful’—creating value and joy for our customers worldwide through thoughtful innovation and purpose-driven design.
- Tell us about your new flagship store in Mumbai.
Our showroom in Andheri isn’t just a retail space—it’s a design experience. It unites D’Decor and FabriCare under one roof to showcase the full spectrum of our products: easy-clean upholstery, blackout curtains, indoor-outdoor fabrics, bedding, wallpapers, rugs, and more.
It’s about engaging with consumers, architects, and designers in a meaningful way. The store reflects our commitment to innovation and premium living, setting a new standard for home décor retail in India.
- What are your expansion plans for FY26?
We’re targeting significant growth in Tier II and III cities—like Raipur, Ranchi, Dehradun, and Madurai—where demand for high-quality furnishings is rising. Simultaneously, we’re deepening our metro presence in Bengaluru, Hyderabad, Chennai, and more.
Internationally, we’re exploring strategic markets like Dubai. We’re also enhancing the phygital experience—merging physical retail with digital tools for a seamless customer journey. Our goal is to grow our franchise footprint by 30–40% by leveraging innovation, tech integration, and strong franchise support.
- How has the home furnishings market evolved in the last 5 years?
It’s been a dramatic shift—from a seller’s market to a buyer-driven one. Consumers now ask about cleanability, sustainability, durability, and convenience. COVID accelerated this, as homes became multi-functional spaces.
Today’s buyers want products that reflect their personal style and lifestyle. That’s why solutions like FabriCare aren’t just relevant—they’re essential. As homes become more compact, the demand for intelligent, performance-oriented textiles will continue to grow.
- How have you integrated technology into the business?
Technology drives everything we do—from advanced weaving machines and digital printing to AI-based trend forecasting. Robotic warehouses ensure efficient, error-free fulfillment with real-time inventory management. We also use AI in design and digital marketing to stay ahead of trends and improve customer engagement.
Our goal is to offer a seamless path from inspiration to execution, blending physical products with immersive digital touchpoints.
- What are three key trends in the home furnishings industry right now?
- Design + Performance – Consumers want both beauty and function. They expect easy-clean, blackout, and flame-retardant features without sacrificing aesthetics. FabriCare addresses this head-on.
- Social Media Influence – Platforms like Instagram and Pinterest are shaping home décor choices. Visual storytelling across digital channels is now essential for brand discovery and engagement.
- Omnichannel Experiences – Shoppers expect a seamless transition from online inspiration to in-store exploration. We’re focused on creating cohesive digital and physical brand experiences.
- When did you start franchising? How has the journey been?
We launched the franchise model in 2014 to expand our reach while maintaining our brand ethos. Today, D’Decor franchise stores are immersive spaces offering a premium shopping experience.
Our partners bring regional insights and retail expertise, allowing us to serve diverse markets while ensuring consistent quality. The franchise model is a key driver of our growth strategy.
- What are your top markets in India and internationally?
Domestically, Tier 1 cities are still strongholds, but our focus is shifting toward Tier 2 cities, where there’s rising demand and design awareness.
Globally, our key markets are the United States, United Kingdom, and the Middle East—particularly UAE and Saudi Arabia—where design and product performance are both valued.
- How important is franchising to the industry and your future?
Franchising has been crucial for scaling while preserving the brand experience. Our model empowers local entrepreneurs with tools, training, and support—creating a powerful synergy.
Looking ahead, we’re embedding tech in franchise operations for better merchandising, data insights, and customer engagement. It’s a hybrid model—locally driven but deeply connected to our brand ecosystem.
- How are you tapping into Tier II and Tier III markets?
These cities represent the future of our growth. We’re introducing right-sized store formats and affordable luxury collections tailored to regional tastes and price points.
We’re also investing in localized marketing, influencer campaigns, and design education to connect with aspirational consumers. Our franchise partners in these regions are trained and supported to deliver a consistent, high-end brand experience.
For us, Tier II and III cities are not just markets—they’re where we’re helping shape the future of India’s home aesthetic.
