When you think of luxury home furnishings, your mind might drift to plush curtains, lavish upholstery, and elegant décor that defines the ambiance of a room. But behind every curtain, every fabric, there's a story. And in the world of home textiles, one name reigns supreme: D'Décor. What started as a small textile venture in India has now become the world’s largest manufacturer of curtains and upholstery fabrics. Ajay Arora, the Managing Director of D’Décor Home Fabrics Pvt Ltd, has been at the helm of this phenomenon, turning a small family-owned business into what it is today. With operations across five state-of-the-art manufacturing facilities and a presence in over 65 countries, D’Décor is a global leader in the home textile industry.

But how did this remarkable journey unfold? Let’s peel back the curtain on D’Décor’s rise to success.

Born Into Textiles

Ajay Arora’s entry into the textile industry wasn’t preordained with grand visions. “I was extremely blessed to be born into a textile family,” says Ajay, reflecting on the early days of his career. With a background in textile education, Ajay joined his family’s parallel business focused on ladies' wear fabric. But as fate would have it, fashion trends shifted, and the apparel business took a hit. What could have been a full stop to his entrepreneurial journey instead became the genesis of D'Décor.

“When my apparel business collapsed in 1995 due to a fashion change, I was told to pack up. But I refused to accept that decision. Instead, I decided to pivot to home textiles,” Ajay shares. It was out of this compulsion that D'Décor was born, transforming a challenge into an opportunity.

The shift to home textiles wasn’t an easy one. With a hundred employees and outdated machinery, Ajay embarked on a mission to redefine his business. “We found new software for our machines and moved into the home textile industry.” It was a key moment in D'Décor's journey, one that laid the foundation for the brand’s eventual global dominance.

The Global Expansion

The collapse of the Indian market taught Ajay and his wife, Simone Arora, a crucial lesson: diversification was key. They realized that relying solely on the domestic market wasn’t sustainable. The couple decided to explore the international market, traveling to Europe to attend the Heimtextil trade fair – considered as the Mecca for textile. This decision was another pivotal moment in D'Décor’s trajectory.

“We spent three months in Europe, learning the ropes of the international market,” Ajay recalls. “But we also realized that we needed to build a robust manufacturing and design platform back in India. We forged partnerships in Italy for design and set up state-of-the-art manufacturing facilities.”

This strategic move paid off in spades. D'Décor quickly became a force to be reckoned with in the global market. The brand expanded its export business, eventually exporting to over 65 countries. By building a strong qualitative manufacturing platform, D'Décor ensured that every product was of the highest standard. The brand today operates five state-of-the-art manufacturing facilities and employs over 4,000 people. This year, D’Décor’s revenue had soared to over $350 million, a far cry from the $5 million it made in 1998.

But Ajay is quick to point out that it wasn’t just about scale. “We hoisted India’s flag first in export,” he says proudly. “We were determined to make our mark on the world stage, but we also knew that we couldn’t ignore India forever.”

A Homegrown Pioneer

While D’Décor was making waves internationally, Ajay and Simone realized that it was time to bring their expertise back home. “We had been serving the best brands abroad, working with interior designers and architects. It was time to focus on India,” Ajay recalls.

This marked another pivotal moment in the brand’s evolution. They changed their business model to introduce celebrity brand endorsement, invested in television advertising, and brought saliency to a sector that had no other major brands. “The idea came to me during my visit to Harvard Business School,” Ajay shares. “I did the Owner-President Management Program, and one of the subjects was branding. It sparked the thought that we should build a brand in our own country.”

D’Décor’s move paid off. With celebrity endorsements and a focus on creating a homegrown brand, they transformed the home furnishings sector in India, making D’Décor a household name, courtesy the real-life celebrity couple – Shah Rukh Khan and his wife Gauri Khan.

Celebrity Connection

D’Décor is synonymous with Shah Rukh Khan and his wife Gauri having mundane everyday conversations in a beautiful house. Ajay Arora shares his strategy that build a super-effective brand image:

• “The home is such an intimate space—it’s where a couple or a family builds their ecosystem, expresses themselves, and enjoys their most meaningful moments. So, when I think about D’Décor, I want to ensure that our communication reflects this environment. It needs to feel genuine and connected to the idea of home.”
• “I always strive for authentic communication. I don’t believe in flashy, superficial marketing—what I often refer to as “smoke and perfume”. Instead, I focus on creating beautiful, attractive products and ensuring that every element of our communication is thoughtfully crafted. To me, bundling these elements together in a way that resonates with consumers is crucial.”
• “When we choose a celebrity to represent D’Décor, I’m not just looking for a famous face. I want someone who genuinely believes in creating a beautiful home. Take Shah Rukh Khan, for example. His home, Mannat, is always talked about—not just because he’s Shah Rukh Khan, but because he truly values building a stunning home. Gauri Khan is one of India’s top interior designers, which further reinforces the authenticity of our brand association.”
• "It’s a similar story with Alia Bhatt and Ranbir Kapoor, who are the faces of FabriCare. They’re a contemporary couple, building a beautiful home together, and that resonates with our message. We needed a younger couple to tell the story of performance. To me, it’s not about just picking any celebrity. It has to be someone whose story aligns with the values of D’Décor.”

Enter FabriCare

Innovation has always been at the heart of D'Décor’s journey, and the brand’s latest venture, FabriCare, is no exception. Launched in 2023, FabriCare represents a new era in home textiles – one where functionality meets luxury. This cutting-edge line of high-performance fabrics includes easy-clean, indoor-outdoor, blackout, and fire-retardant options. "With FabriCare, we've set a new benchmark in soft furnishings,” Ajay declares.

FabriCare offers five key product ranges: FabriCare Easy Clean (stain-resistant, easy-to-clean fabrics), FabriCare Indoor/Outdoor (UV-proof, fade-resistant fabrics), FabriCare Home Wash (machine-washable curtains), FabriCare Blackout (100 percent blackout curtains), and FabriCare Flame Retardant (less flammable fabrics). This innovative range is a testament to D'Décor’s commitment to pushing boundaries and redefining the future of home textiles.

“India deserves the best, and with FabriCare, we’re delivering fabrics that perform, whether in homes, hotels, or outdoor settings,” Ajay emphasizes. “We’re providing solutions that make life easier for consumers – from easy maintenance to energy efficiency.”

Simone, who played a crucial role in the development of FabriCare, adds, “Our goal with FabriCare was to create a product that would make life easier for our customers. Whether it’s easy-clean upholstery or blackout curtains that also provide energy efficiency, FabriCare is designed to enhance the everyday living experience.”

Building Two Strong Brands

Ajay and Simone have their sights set on the future, and they believe that D’Décor has room for two strong brands in the home furnishings space. “Fortunately, D’Décor hasn’t been challenged by any other strong consumer brand in our sector,” Ajay notes. “We believe that we can build two powerful brands – D’Décor, which offers a wide variety of design signatures, and FabriCare, which is focused on high performance. D'Décor in India is currently around Rs 1000 crore at retail.  FabriCare is expected to reach about Rs 150 crore by its second year, which accounts for roughly 15 percent of D'Décor’s business. We want D'Décor to continue growing, and at the same time, we’re looking to expand FabriCare. As a group, we aim to leverage the strengths of both brands, giving consumers the choice between them.”

The plan is to extend FabriCare’s reach beyond textiles to potentially include furniture as well. “We want to ensure that everything we offer is not only beautiful but also performs exceptionally well,” Ajay says. “Whether it’s fabric or furniture, our focus will always be on design and performance.”

Passing the Torch

As the juggernaut continues to sprint, Ajay is also preparing for the future by involving the next generation in the business. His son, Armaan, has taken on a key role in the development of FabriCare, working alongside his parents to build India’s best premium home furnishing performance brand. “Armaan has been with the company for three years, and he’s passionate about taking FabriCare to new heights,” Ajay shares. “We all work together as a team, but he has been instrumental in ensuring that FabriCare offers something more than just a beautiful fabric.”

As part of D’Décor’s commitment to innovation, the company is also focused on sustainability. “We want to ensure that our products are good for the environment as well as for our customers,” Ajay says. For example, FabriCare’s easy-clean upholstery fabrics are fluorine-free, which means they’re better for the environment while still offering excellent stain resistance. Similarly, the blackout curtains not only block light but also improve energy efficiency by reducing heat, making them a sustainable choice for homeowners.

More Than Just Fabrics

With over 25 years of success under his belt, Ajay shows no signs of slowing down. So, what’s next for D’Décor? Ajay is keeping his plans close to the vest, but one thing is certain: he is not done innovating yet. Whether it’s expanding FabriCare to include furniture or developing new technologies to improve the performance of their fabrics, D’Décor is always looking for ways to push the envelope.

“FabriCare is just the beginning,” Ajay hints. “We’re always looking for ways to push the envelope and deliver even more value to our customers. The future is full of possibilities.”