A house is more than just a protection or a place of residence; It can be a stressor or sanctuary. Covid-19 was important to create a multifunctional space that feeds the mind, inspires the mind and promotes better connections. Since then, the home decorative market has continued an upward railway.
The Indian market for residential culture markets worth 25.50 billion US dollars in 2024. Imarc group Estimates The market reached $ 40.80 billion by 2033 and showed a CAGR of 5.40%from 2025 to 2033. Market growth is driven by “Increased income, growing urbanization, expansion of the middle-class population, social media effects, e-commerce expansion and booming real estate industry, which leads to a growing demand for fashionable, functional, innovative and space-sized“”.
Myntra experienced this growth on his journey to a one-stop lifestyle shopping destination. The home category of the e-commerce platform has developed into one of the fastest growing segments, with an increase of 60% compared to the previous year and an increase in product selection by 70% (Yoy).
Myntra now offers over 500,000 interior design styles in more than 1,700 brands. Listen from two leading, premium living marks, d'Ecor and urban space, talk about your connection with myntra and your experience to be part of the home edition of Myntra Rising stars.
Make space for innovations in home culture
Urban Space was originally a textile business based in Ahmedabad. In 2018, Radhika Koolwal And Rohit Agarwal began to turn it into a leading residential brand. The brand was born when Rohit Agarwal and Radhika Koolwal repeated their home, and fought to find good quality and stylish house furnishing products at the right price. Koolwal and Agarwal based on their knowledge of engineering and marketing and took it to themselves to transform their traditional business into a contemporary brand.
The urban area is aimed at modern consumers and marries Premium products with accessible prices. In order to scale the company, the company carried out a multi -stage approach to ensure quality control through internal production, a diverse product range, a strong digital presence, a partnership with leading marketplaces such as Myntra and regularly with customers to understand their preferences.
D'Cor started operating in 1999 and was the first company to introduce Chenille pads. Over the years, it has set up five state -of -the -art plants in Tarapur, Maharashtra, where 44 million meters of fabric are produced annually. The co -founders Sanjay Arora and Ajay Arora said in motivation to found business: “Product knowledge and a deep passion for the industry motivated us to start and continue to grow.“”
In order to scale, D'Cor was used with increasing trade (smaller, independent shops), followed by modern trade (super and hypermarkets) before the leap made E -Commerce.
Myntra: A growth partner
The partnership with Myntra was strategic for both d'Ecor and urban areas. Myntras 70 million monthly active user base and deep market penetration make the platform an ideal partner for growth. The fashionable approach of the platform, the strong brand curation strategy, the premium customer base and the focus on quality matched the philosophy of urban space.
While the lifestyle develops, customers are increasingly bringing personalization, style and innovation into their houses. India New Age brands for local D2C brands rewrite the Playbook on design-led innovations. These digital disruptors not only create products, but also re -present the category experiences and combine form and function with a profound understanding of the development of personal lifestyle. The MRS Home Processing, which enters this innovation brands, serves as a platform for aspiring D2C brands to achieve a digitally versed and emerging audience.
In the start phase of the MRS Home Edit, 165+ D2C brands were set up in the program in the home, decor, kitchen and restaurants, furniture and mattresses. These include wall carpets and wall arts, ancient show pieces, indie walls, warli -printed decor, ceramic soap dispenser, luxurious bathroom accessories, intelligent cookware and much more.
“With Myntra's fashionable positioning you can curate brands that match its philosophy and urban area-a brand for design-oriented mass premium-home décation-is good with this audience.“” Your chess.
She added that the market penetration of the platform and the large active user base significantly improve the visibility of the brands and help to achieve newer customer segments throughout India. “This association has also reinforced the confidence of the consumer in urban areas and is therefore a preferred local brand for Myntra buyers.“”
D'Ecor approached the partnership with pragmatism and realized that E -Commerce has become a mandate for companies in this sector. Myntra was the right choice because the consumer presentation patterns matched d'Cor.
“Myntra gave us a platform to present our brand specialties and rank. Our current numbers are growing and we determine that Myntra will soon have a significant part in our bed linen turnover.Ajay Araora says.
“In today's world, customers have become more demanding and want to differentiate themselves. They are increasingly looking for products that match their lifestyle- be it ergonomic furniture, sustainable decor or a theme selection. D2C brands are aimed at this room with its unique and differentiated products. With Ms. D2C Home Edit we bring a number of all aspiring, local brands together with the largest selection and innovative offers.“” says Maneesh Kumar DubeyVP, categorical management, myntra.
With the partnership of the living brand with Myntra, you can use the personalized and trend -driven market approach of the platform on the market. This helped urban space to refine its collections and create products that match its customer base. As a result, categories such as curtains, bed linen and coordinated home sets bloomed. D'Cor also used the personalized approach of Myntra, which led to a sales mirror in the category of bedding. Myntra's focus on seasonal curations helps increase sales in these categories.
Homsing in new collections and trends
Urban Space and D'Cor have no plans to slow down in the future. The urban area observes trends such as the rise of sustainability and environmentally friendly living culture. The company has also found the growing consumer preference for natural substances, organic dyes and responsible materials.
“We start new collections that are inspired by contemporary aesthetics, sustainable material and functional home solutions and keep pace with global trends and at the same time remain rooted in Indian sensitivity.“” Your chess.
The brand also focuses on omnichannel strategies by expanding through exclusive brand business and retail partnerships into the offline area and brings together online comfort and offline contact points.
In the meantime, d'Ecor keeps an eye on the rise of multifunctional furniture and combines versatile, function and style to redefine the home rooms. The brand is also happy about Fabri Care, an upcoming brand start in the bed linen category.