Come Diwali and home decor became a focus for several households. However, choosing home furnishings, especially curtains, was always mundane. The women focused on finding fabrics that matched the walls, fit the budget, and didn’t demand much thought.
As tastes changed, people started aspiring to elevate their homes with a premium look. Not many offered premium fabrics, but one company provided what many were looking for—a stunning range of fabrics that made uber-chic possible without hassles.
This company revolutionized the industry, captivating domestic and international markets. It is an Indian brand that now has a staggering 15,000 crore turnover and a global footprint spanning over 65 countries.
Are you curious about the story behind this iconic ‘Made in India’ brand? Read on.
Into the Unknown
The Arora brothers, Ajay and Sanjay, worked in their family’s business that manufactured affordable imitation silk for women’s wear. Despite their dedication, they struggled to stand out in a fiercely competitive market.
The brothers noticed a growing demand for unique, high-quality fabrics, especially in international markets.
Though demand surged, few brands catered to this need for distinctive home furnishing fabrics. Inspired by this potential, Ajay set out on a transformative journey.
He immersed himself in the European textile industry, attending Heimtextil in Frankfurt and exploring the design houses of Como, Italy.
This international exposure ignited a vision: to create a brand focused on premium home furnishing fabrics—D’Decor. Leaving the family business behind, the brothers embarked on this ambitious venture.
A Digital Leap
The Arora brothers knew they needed a technological edge to compete globally. So, they invested in state-of-the-art European machinery, to produce high-quality fabrics with incredible precision and variety.
D’Decor was one of the first Indian companies to digitize its manufacturing process, that led to faster production, reduced waste, and consistent quality.
This blend of traditional Indian craftsmanship and modern technology proved a game-changer, and their designs soon caught the attention of the Indian and international markets.
Indian Fabrics to Global Fame
Mid-2000s saw D’Decor ready to conquer the world. Their fabrics adorned homes in Europe, the US, and beyond, solidifying their reputation for quality and innovation.
A significant milestone was achieved when D’Decor became the world’s largest producer of curtain and upholstery fabrics, showcasing India’s manufacturing prowess on the global stage.
The Storm of Recession
The 2008 global recession hit D’Decor hard, with the US market accounting for a significant portion of its sales.
The Arora brothers strategically decided to expand into Europe and India to navigate the recession-led challenges.
This diversification not only boosted their global presence but also created a stable consumer base.
Consumer Experience
Focused initially on wholesale curtain and upholstery fabrics, D’Decor entered the consumer market in 2010.
This expansion introduced a more comprehensive range of home textiles, including bedding, towels, blankets, blinds, rugs, and wallpaper.
The company acquired its largest distributor and implemented a subscription-based model for sample books and catalogs, eliminating the need for retailers to maintain inventory and streamline its B2C operations.
From Bollywood and Beyond
Every brand needs a face, and for D’Decor, the perfect ambassador came in Shah Rukh Khan and Gauri Khan.
In 2010, the Khans became the brand ambassadors for D’Decor, bringing the brand into the limelight across India adding a glamorous touch, resonating with millions of households looking to beautify their homes.
Shah Rukh Khan’s image as a global icon helped the brand reach affluent Indians, NRIs and international buyers.
From Market Fluctuations to COVID-19
No success story is without its fair share of challenges. The global textile market is highly competitive, and keeping up with changing trends and customer demands was challenging.
D’Decor had to constantly innovate to stay ahead and overcome fluctuating raw material prices, shifts in fashion trends, and global economic slowdowns. Another major hurdle was the pandemic.
But there was a silver lining amidst these troubles. With people at home more, there was renewed interest in home décor. D’Decor quickly capitalized on this trend.
They ramped up their online presence, offering customers the convenience of shopping from home.
Making a Conscious Choice
As environmental awareness grew, D’Decor embraced sustainability. They minimized their environmental impact with eco-friendly practices, from sustainable materials to reduced water consumption.
This commitment earned them a loyal following who valued aesthetics and responsibility.
A Legacy of Recognition
D’Decor isn’t short on accolades. It’s consistently won awards for export performance and has been recognized by architects and interior designers.
D’Decor is also a tech leader, using automation and digital platforms to optimize production. It was the first Indian textile company to embrace the Automatic Storage and Retrieval System.
Décor Excellence
D’Decor has embraced advanced technologies to streamline operations and improve efficiency. Automation, performance management software, and digital platforms have been crucial in optimizing production processes.
The company has invested in automated machinery, such as warping and dyeing machines, to enhance productivity and reduce defects. They used real-time inspection and computerized processes to keep a check on quality.
D’Decor was the first Indian textile company to implement the Automatic Storage and Retrieval System (ASRS), showcasing its leadership in industrial automation.
Today, D’Decor is known globally. Their range of products now has bed linens, cushions, rugs, and wallpaper, making them a one-stop shop for home décor needs. With over 1,500 retail outlets worldwide, the brand continues to grow and innovate.
Charting New Territories
D’Decor Home Fabrics has ambitious plans for the next decade. The company aims to expand its sales network and product offerings within India, targeting new markets such as ready-made and furniture manufacturers.
D’Decor seeks to gain valuable insights and develop a more comprehensive home solution for Indian consumers by replicating its successful partnering strategy with global brands in these channels.
I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.
