How Myntra Home is helping India get its house in order with design-led innovative brands

A home is more than just a shelter or dwelling place; it can be a stressor or sanctuary. Covid-19 brought home the importance of creating a multifunctional space that nourishes the spirit, inspires the mind, and fosters better connections. The home décor market has continued on an upward trajectory since then.

India’s home decor market size was valued at $25.50 billion in 2024. IMARC Group estimates the market to reach $40.80 billion by 2033, exhibiting a CAGR of 5.40% from 2025-2033. The market growth is driven by “increasing disposable incomes, growing urbanization, expanding middle-class population, social media impact, ecommerce expansion, and booming real estate industry, resulting in a growing demand for fashionable, functional, innovative design-led and space-efficient home furnishings and home decor products in various regions”.

Myntra has witnessed this growth in its journey to become a one-stop lifestyle shopping destination. The ecommerce platform’s home category has emerged as one of its fastest growing segments, with a 60% year-on-year rise and a 70% increase in its product selection (YoY).

Myntra now offers over 500,000 interior decor styles across 1,700+ brands. Hear from two leading, premium home decor brands, D’Decor and Urban Space, talk about their association with Myntra, as well as their experience on being part of the Myntra Rising Stars Home Edition.

Making room for innovation in home decor 

Urban Space was originally an Ahmedabad-based textile business. In 2018, Radhika Koolwal and Rohit Agarwal began to work on transforming it into a leading home decor brand. The brand was born when Rohit Agarwal and Radhika Koolwal were redoing their home, and struggled to find good quality and stylish home furnishing products at the right price. Drawing upon her knowledge of engineering and marketing, Koolwal and Agarwal took it upon themselves to transform their traditional business into a contemporary brand.

Urban Space is geared towards the modern consumer, marrying premium products with accessible price points. To scale the business, the company executed a multi-pronged approach, ensuring quality control through in-house manufacturing, offering a diverse product range, a strong digital presence, partnering with leading marketplaces like Myntra, and regularly engaging with customers to understand their preferences. 

D’Decor began its operations in 1999, and was the first company to introduce chenille upholstery. Over the years, it has set up five state-of-the-art plants in Tarapur, Maharashtra, where 44 million meters of fabric are manufactured annually. On the motivation to start the business, co-founders Sanjay Arora and Ajay Arora said, “Product knowledge and a deep passion towards the industry motivated us to start and continue growing.”

To scale up, D’Decor began by expanding in general trade (smaller, independent stores), followed by modern trade (super and hypermarkets) before making the leap to ecommerce. 

Myntra: a partner in growth

The partnership with Myntra was strategic for both D’Decor and Urban Space. Myntra’s 70 million monthly active user base and deep market penetration make the platform an ideal partner for growth. The platform’s fashion-forward approach, strong brand curation strategy, premium customer base and focus on quality aligned perfectly with Urban Space’s philosophy.

As lifestyles continue to evolve, customers are increasingly bringing personalisation, style and innovation into their homes. India’s new-age, homegrown D2C brands are rewriting the playbook on design-led innovation. These digital-first disruptors are not just creating products—they’re reimagining category experiences, blending form and function with a deep understanding of evolving personal lifestyle choices. The MRS Home Edit, providing thrust to these innovation-led brands, is serving as a platform for emerging D2C brands to reach a digitally savvy and aspirational audience.

The launch phase of the MRS Home Edit witnessed 165+ D2C brands across home furnishing, decor, kitchen and dining, furniture and mattresses join the program. These include tapestries and wall art, antique showpieces, Indie wall plates, Warli printed decor, ceramic soap dispensers, luxe bathroom accessories, smart cookware and much more.

“Myntra’s fashion-first positioning enables it to curate brands that align with its philosophy, and Urban Space—being a design-led, mass premium home décor brand—resonates well with this audience,” says Koolwal.

She added that the platform’s market penetration and large active user base significantly enhanced brand visibility, helping it reach newer customer segments across India. “This association has also reinforced consumer trust in Urban Space, making it a preferred home décor brand for Myntra shoppers.”

D’Decor, meanwhile, approached the partnership with pragmatism, recognising that ecommerce has become a mandate for companies in this sector. Myntra was the right choice as its consumer presentation patterns were in line with D’Decor.

“Myntra gave us a platform to present our brand specialties and ranges. Our current numbers are growing, and we perceive that Myntra will soon have a major stake in our bedding turnover,” Ajay Arora says.

“In today’s world, customers have become more discerning and are looking to differentiate themselves. They are increasingly seeking products that align with their lifestyle- whether it's ergonomic furniture, sustainable decor, or theme-inspired home selections. D2C brands are catering to this space with their unique and differentiated products. With MRS D2C Home Edit, we are bringing in an array of all the emerging homegrown brands together with the biggest selection and innovative offerings,” says Maneesh Kumar Dubey, VP, Category Management, Myntra.

The home decor brands’ partnership with Myntra lets them leverage the platform’s personalized and trend-driven approach to the market. This helped Urban Space refine its collections, and create products that align with its customer base. As a result, categories like curtains, bed linens and coordinated home sets flourished. D’Decor also leveraged Myntra’s personalized approach, resulting in a sales spike in its bedsheets category. Myntra’s emphasis on seasonal curations helps drive sales in these categories.

Homing in on new collections and trends

Urban Space and D’Decor have no plans to slow down in the future. Urban Space is keeping an eye on trends like the rise of sustainability and eco-friendly home decor. The company has also noted the growing consumer preference for natural fabrics, organic dyes, and responsibly sourced materials.

“We are launching new collections inspired by contemporary aesthetics, sustainable materials, and functional home solutions, keeping up with global trends while staying rooted in Indian sensibilities,” says Koolwal.

The brand is also focusing on omnichannel strategies by expanding into the offline space through exclusive brand outlets and retail partnerships, bringing together online convenience and offline touchpoints. 

D’Decor, in the meantime, is keeping a close eye on the rise of multifunctional furniture, blending versatility, function and style to redefine home spaces. The brand is also excited about Fabri Care, an upcoming brand launch in the bedding category.