India’s cotton home furnishings market – An overview

If there was an award for the most popular and versatile fabric in the world, it would probably go to cotton! Offering a wide range of colors, patterns, weights and textures; this easily washable fabric is also durable, and drapes attractively. No wonder it has become a favorable fabric choice not only in the clothing industry, but also in the making of home furnishings.

Needless to say, cotton plays a vital role in India’s economy – in employment, export and industrial output. Also, India has emerged as one of the fastest growing markets for home furnishings in the Asia-Pacific (APAC).[Source: India Home Furnishing Market By Product Type, Competition Forecast and Opportunities, 2010 – 2020” Report – Research and Markets (US).]

Buying habits

When was the last time you, or someone at home, bought a furnishing product? Like curtains for your living room windows, cushion covers for the sofa, or maybe 2 or 3 bath towels with a luxurious texture? Items like these can be changed every season, to instill novelty and break the monotony.

We Indians often get new bedsheets, table linen, curtains, rugs etc. during festivals or any special occasions. With the advent of social media and quick spreading of information, almost everyone is able to keep track of emerging trends, what’s hot and what’s not.

Representing personalities and lifestyles

Don’t we all see our homes as a reflection of ourselves?

The furniture, furnishings and the overall decor at home are being used to reflect people’s personalities, tastes and lifestyles like never before. People are also well-travelled, taking inspiration from products and lifestyles in other countries, to incorporate it in their own homes back in India. So, they shop furnishings accordingly – be it readymade or customized.

Nobody just picks something off local malls in a jiffy. Now, we plan, think, overthink, look at a variety of options, compare colors and designs, see what suits us, visualize what suits our home, compare prices, check out the products in other stores…. It’s a long and time-consuming list. More and more people want sophisticated home furnishings and home decor products. Purchases are not confined to those moving to new houses – even those looking to redo or revamp their homes and office spaces buy new ones.

There is a growing trend in the use of sustainable products, which is also giving a boost to the country’s cotton home furnishings market. It is a very fragmented market though, and the end-users are not limited to homeowners. They include segments like residential and commercial sectors, hospitality, healthcare, etc.

The online boom

As a cherry on the cake, several furnishing retailers have successfully established online stores – benefiting the media-savvy customers who also keep tabs on global trends. These e-commerce platforms provide the latest and luxurious cotton products along with easy online navigation and appropriate methods of payment. Some even have features that allow for customization of furnishings, making it even more convenient for customers.

Being able to easily shop for cotton home furnishings online, has led to the market growing even more aggressively. More and more Indians are using the internet, actively interacting and seeking information on social media, and being conscious about having beautiful and stylish home interiors. So it is not surprising that the Indian cotton home furnishings market has been booming over the last decade.

However, buyers need to become more aware and mindful – to only invest in furnishings of superior quality. Products that are not only stylish, but also durable and sustainable. Because your home’s worth it.