Industry Report: The Indian Home Decor Market
The Indian home decor market is rapidly evolving, driven by urbanization, higher incomes, and a growing demand for personalized, functional spaces. As of April 2025, digital platforms like Instagram and Amazon, along with influencer marketing, are reshaping consumer behavior. Buyers are increasingly drawn to sustainable materials, artisanal design, and decor that blends Indian heritage with global trends.
Prominent brands shaping the industry include Quirk Studio, Gauri Khan Designs, Madra Makers, Urban Ladder, Merino Laminates, CenturyPly, Perennials and Sutherland, and IKEA India.
Key trends include influencer collaborations, digital-first retail, eco-conscious design, and a renewed focus on craftsmanship. Opportunities lie in expanding into semi-urban markets, forming strategic partnerships, and leveraging tech like smart home integrations and AR tools to enhance shopping experiences.
Leading Indian Home Decor Brands
Luxury interiors with art installations; targets elite clients with celebrity appeal.
Heirloom-grade furniture blending tradition and modernity; positioned as a sustainable, artisanal brand.
Elegant, story-driven furniture; targets middle-class buyers with affordable customization.
Luxury fabrics, rugs, and wall coverings; global leader in high-end design.
Exploring the Diverse Categories of Home Decor
From Interior Design and Furniture to Home Renovation and Soft Furnishings, each segment of the home decor industry showcases unique trends and brand strategies. Here’s a deep dive into category-wise analysis and brand performance.
Interior Design Brands
The interior design market in India is flourishing, driven by a blend of aesthetic diversity and functional innovation. Consumers seek stylish, personalized spaces that optimize comfort and reflect their stories, fueling a vibrant sector rooted in modern elegance and tradition.
This market unites established studios with rising talent. The Orange Lane, Quirk Studio, Design Cafe, and Gauri Khan Designs lead with bespoke, culturally rich designs, while young trendsetters bring fresh perspectives. Brands like The June Shop, Artment, and VOX SPC Flooring supply chic decor and durable materials.
Growth is propelled by space-saving solutions, sustainable products like eco-friendly cabinets, and vibrant styles like Japandi and bohemian. Social media showcases, events like Paris Design Week, and collaborations like Gauri Khan x Boheim amplify appeal. Rental hacks, pet-friendly designs, and retailers like Amazon power this market’s dynamic, soulful evolution.
Nivasa by Harika collaborates with Design Cafe to redefine home interiors! ✨🏡
Transform your space with wardrobes that blend style & functionality. Crafted from high-quality materials, these designs offer lasting elegance where aesthetics meet practicality. 💫
ELLE India x Gauri Khan – A woman of many talents! ✨
#ELLEFashion: Tune in as @gaurikhan shares insights on her new website launch, the designers who inspire her, and how her jewelry choices reflect her design DNA. 💎🎨
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are House That Home (33 reels), Gauri Khan Designs Official (32 reels), The Orange Lane (23 reels), Houzz India (20 reels), The June Shop India (16 reels), The Ideal Home and Garden (14 reels), Essajees Atelier (11 reels), Muse Lab (10 reels), DesignCafe (10 reels), Quirk Studio (8 reels), Essentia Environments (8 reels), Kalakaari Haath (6 reels), Within Design India (2 reels), HomeLane India (2 reels), and Rihaa Stories (1 reel)
Furniture
The furniture market in India is thriving, blending modern elegance with functional craftsmanship. Consumers crave stylish, sustainable, and space-saving designs, driving a dynamic sector where heritage meets contemporary flair and personalized luxury.
This market unites global giants with innovative newcomers. IKEA, Urban Ladder, and Pepperfry lead with affordable, diverse collections, while BoConcept and Poliform deliver premium craftsmanship. Wakefit excels with SmartGRID mattresses, and Bent Chair’s Natelier redefines ultra-luxury.
Emerging brands like Wriver, with its Gurgaon Experience Centre, Madras Makers’ sustainable heirlooms, and Smartsters’ vibrant kids’ furniture shine. Growth is fueled by modular designs, eco-friendly materials, and bespoke offerings.
Events like India Design ID, influencer collaborations, and e-commerce amplify appeal. Unique approaches—Cretekala’s handwoven forms and ABACA’s all-weather outdoor pieces—power this market’s vibrant, design-driven evolution.
ratri__003 collaborates with hometownindia to bring you the best in furniture & decor this festive season! ❤️ From Full Home Furniture Packages to stunning decor accents, make every corner of your home festive-ready! ✨
kareenakapoorkhan collaborates with ikea.india for the #IKEAIKONIC event! So excited to be part of this journey, celebrating timeless designs and home innovations. 💙
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are IKEA India (111 reels), The Sleep Company (68 reels), Wakefit (41 reels), Pepperfry (32 reels), Hometown India (16 reels), Ventura Gallery (13 reels), Wriver India (12 reels), Muse Lab (10 reels), Bent Chair (10 reels), Urban Ladder (9 reels), Ori Folded Dreams (9 reels), Objectry (8 reels), Nesterrah Home Decor (8 reels), The Purple Turtles (7 reels), and Studio Indigene (6 reels)
Home Renovation
The home renovation market in India is thriving, driven by a passion for transforming spaces into stylish, functional havens. Consumers seek elegant, durable, and affordable solutions, fueling a dynamic sector where heritage blends with cutting-edge innovation.
This market unites established giants with innovative newcomers. Merino Laminates dazzles with Sampada’s traditional elegance, while Greenlam and CenturyPly offer seamless laminates and plywood. Hindware, Jaquar, and Grohe lead in luxurious bathware, and Kajaria excels in premium tiles.
Emerging players like SquareFoot India champion sustainable flooring, and Aquant Global redefines bathware discovery. Growth is propelled by smart toilets, waterproof SPC flooring, and space-saving hardware from Häfele.
Unique approaches—Merino’s heritage-inspired designs, Greenply-SAMET’s silent fittings, and experiential showrooms—amplify appeal. Events like India Design ID and Acetech, alongside retailers like Amazon, power this market’s vibrant, transformative pulse.
virdas collaborates with jaquarindia to bring you a bath experience like no other! Because life’s biggest epiphanies happen in the shower—why not have them in style?
skilldom.india collaborates with merinoindia to bring you the exquisite Sampada Collection—where style meets durability! 🌟 Elevate your interiors with a modern, classy, and cozy vibe that dares to be different.
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Merino India (20 reels), Simpolo Tiles & Bathware (15 reels), Kajaria Ceramics (14 reels), VOX India Interior (12 reels), Jaquar India (12 reels), Häfele India (12 reels), Grohe India (11 reels), Flexstone (11 reels), Concreexpo (11 reels), Classic Marble Company (11 reels), Century Ply (11 reels), Hindware Homes (10 reels), Greenply Plywood (10 reels), Greenlam Laminates (9 reels), Aquant Global (9 reels), Stonex India (7 reels), and Bharat Floorings (6 reels)
Soft Furnishing Brands
The soft furnishings market in India is weaving a tapestry of style and comfort, driven by a quest for personalized, cozy homes. Consumers crave artistic, sustainable textiles that blend tradition with modern flair, fueling a vibrant sector rich in aesthetic diversity.
This market unites established icons with emerging artisans. Obeetee Carpets and Jaipur Rugs lead with luxurious, heritage-inspired designs, while MyTridentHome and Cocoon Fine Rugs shine in bedding and high-end projects. Sashaaworld offers handmade variety.
Emerging players like Kalavilasa, with eco-conscious Punja Dhurries, and Shopbyweight.in’s affordable “by weight” model stand out. Growth is propelled by vibrant rugs, organic sheets, and festive makeovers for Diwali.
Collaborations with Elle India, events like Design Democracy, and influencer showcases amplify appeal. Retail platforms and unique crafts, like Mirooh‘s cushions, power this market’s warm, expressive evolution.
The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Obeetee (17 reels), Shop by Weight (13 reels), Cocoon Fine Rugs (11 reels), My Trident Home (10 reels), Sashaa World (8 reels), Sunroof (6 reels), Carpet Kingdom India (6 reels), Stoa Paris (4 reels), Pride Furnishings (3 reels), The White Teak (2 reels), Rugberry (2 reels), Official Tulio Design (2 reels), Kalavilasa (2 reels), The Weaver India (1 reel), and The Ambiente (1 reel).
SincereStoryteller finally found the perfect rug from obeetee, setting the tone for a stunning living room makeover! From a blank slate to a beautifully layered space, the textures, patterns, and colors have come together effortlessly. 🌿💛
Cocoon Fine Rugs x GQ India 🖤✨
In her latest #GQHype interview, Samantha Ruth Prabhu opens up about keeping it real as an actor, mental health, and redefining success. The setting? A statement piece from Cocoon Fine Rugs (@cocoonfinerugs) that adds depth and elegance to the frame.
Home Decor Brand Marketing Campaigns: Strategies, Successes, and Trends
This section highlights the diverse marketing strategies employed by home decor brands in India, including festive campaigns, influencer, premium product launches, and discounts through seasonal sales events.
Sales Events:
Brands are leveraging national holidays to offer major discounts and drive high-volume sales.
Urban Ladder launched its FREEDOM SALE around Independence Day, offering up to 70% off on furniture. The campaign tapped into patriotic shopping sentiments, encouraging consumers to upgrade their homes during the long weekend.
Such events highlight how brands capitalize on national pride to boost seasonal sales.
Festival Campaigns:
Brands are running themed campaigns to align with festive moods and evolving lifestyle preferences, combining aesthetics with functionality and savings.
Wriver launched #JourneyAlongWriver, highlighting sustainable luxury furniture and craftsmanship to connect with eco-conscious design lovers. The Sleep Company rolled out a Diwali Sale, offering discounts across cities on sleep products, capturing consumer attention during peak festive shopping. IKEA India promoted its AROMATISK collection through Diwali Offers, focusing on home décor and gifting to attract festive buyers.
These campaigns reflect how brands are blending purpose, promotion, and seasonal relevance to captivate their audiences.
Product Launches:
Furniture and decor brands are unveiling new experiences and global entries to position themselves at the forefront of luxury and design.
Natelier by Bent Chair opened an Experience Centre in New Delhi, showcasing ultra-luxury furniture tailored for affluent, design-conscious consumers. Diviana made its global debut in Milan, highlighting contemporary aesthetics and reinforcing its premium positioning. Pocho Living participated in #IDExhibitor2025, emphasizing artisanal craftsmanship and modern design to attract niche interior enthusiasts.
These launches signal a growing focus on experiential retail and international presence in the premium home décor space.
Conclusion
In conclusion, the Indian home decor market presents a dynamic and evolving landscape where tradition meets innovation across multiple segments—from bespoke interior design and sustainable furniture to modern renovation solutions and artisanal soft furnishings. Whether it’s luxurious handcrafted rugs, multifunctional furniture, or smart renovation materials, there is a decor solution for every style, budget, and lifestyle.
The growing influence of digital platforms, social media, and influencer collaborations has become essential for brands to engage consumers, showcase their design philosophies, and drive conversions. As the market continues to expand, especially into semi-urban areas, it will be exciting to witness the rise of eco-conscious materials, smart home integrations, and personalized, experience-driven shopping journeys that will shape the future of home decor in India.
Lists of top brands
Interior Design Brands
Furniture Brands
Home Renovation Brands
