Cut From A Different Cloth

Ajay Arora talks about taking brand D’Decor internationally, and the implications of Indian consumers taking pride in their identities.

- Tsunami Costabir

F pioneering luxury furnishings in India to redefining performance fabrics with its new-age brand Fabricare, D’Decor has consistently stayed a step ahead of the curve. For Managing Director Ajay Arora, innovation is not just about meeting consumer demand — it’s often about creating it. Yet, as Arora points out, building a brand today is far more complex than it once was. Fragmented media channels, fleeting attention spans, and the need for authenticity have transformed the marketing landscape.

In an interview with BrandSutra, Arora speaks on mastering the new age with equal parts creativity, technology, and consumer insight.

Edited excerpts...

Q. What inspired D’Decor’s pivot into the B2C home fabrics space, and what factors helped the brand build the strong equity it enjoys today?

A. Our journey has been quite unique. We started as an export-driven business, long before the D’Decor consumer brand was launched. Between 1999 and 2010, our focus was entirely on international markets because we had the capability to make world-class products — but India, at that time, didn't have a consumer base ready to appreciate or pay for them.

By 2009, the global financial crisis prompted us to rethink. We realised that real power rests with brands — the power to innovate, connect emotionally, and build customer loyalty. The Indian market, meanwhile, was maturing rapidly. With diverse home styles, regional aesthetics, and a growing desire for personalisation, India became an ideal market for custom-made home furnishings.

When we launched D’Decor, there was no established brand in the consumer's mind. We entered that space with the right timing, capability, and vision. Our latest innovation, Fabricare, represents the next phase in that journey — a performance brand built on the idea of “beauty with brains.’ It's fabric you dont have to worry about — stylish, functional and smart.