Influencer Marketing in Home Decor Industry 2025

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.

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 and emerging brands. Gehna Jewellers shines as a luxury partner for VIFUSION at Times Fashion Week, while Shri Paramani Jewels crafts majestic Saawariya collections. Salty.alpha expands with a new Delhi store, offering affordable, trendy designs. Just Lil Things add minimalist flair to daily wear.

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.

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.

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.

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.

This section highlights the diverse marketing strategies employed by home decor brands in India, including festive campaigns, influencer collaborations, premium product launches, and discounts through seasonal sales events.