Startups in India are revolutionizing the home interiors market, offering consumers unprecedented control and creative freedom through DIY marketplaces. Fueled by a growing desire for personalized spaces and easy access to design solutions, these companies are transforming how Indians approach home décor.
Democratizing Design Through Online Platforms
Several startups are spearheading this shift by creating online platforms that connect consumers with a wide array of home interior products and design tools. These platforms function as marketplaces, offering everything from furniture and décor items to modular solutions and handcrafted goods. YouCraft, founded in 2020, operates as a comprehensive marketplace for all things interior, offering a unique selection of handcrafted home décor items. Similarly, Nestasia, founded in 2018, provides a mix of products blending modern design with traditional techniques from India and Southeast Asia. DIY Baazar offers home and living products, including wall hangings, showpieces, and kitchen items.
These online marketplaces are particularly appealing to younger buyers who are increasingly comfortable making home décor purchases online. Unlike traditional furniture shopping, online platforms eliminate concerns about size, price, and brand confusion, fostering more impulsive buying behaviors similar to apparel shopping.
Customization and Personalization
A key element of the DIY home interiors trend is the emphasis on customization and personalization. Startups are empowering consumers to express their unique styles and preferences through customizable products and design services. Tuftplace, founded in 2021, stands out by allowing customers to design their own rugs, offering a unique level of personalization. Dybo provides product visualization solutions, enabling customers to alter and customize products in a 3D view.
Technology Integration
Technology plays a crucial role in enabling the DIY home interiors revolution. Some startups are using AI and virtual reality to help consumers visualize their design ideas and make informed purchasing decisions. For example, LVNG Design Studio, founded in 2020, offers a one-stop solution to furnish homes and create spaces that match individual personalities. Wify, established in 2019, integrates technology into everyday décor with smart home solutions like smart lighting systems and automated furniture. Foyr, founded in 2015, offers custom-made room designs for floor plans, utilizing software that runs on a browser without requiring installers or plugins.
Growth and Investment
The Indian home interiors market is experiencing substantial growth, driven by rising disposable incomes, urbanization, and increasing awareness of design trends. The market was estimated at $12.3 billion in 2024 and is projected to reach $25 billion by 2030. This growth has attracted significant investment in proptech startups, with over $550 million raised across 32 deals in 2025. YouCraft received \$10 million in funding. Ritualistic, a home décor firm, has raised $1 million to improve retail and online distribution channels, increase product lines, and fund marketing initiatives.
Focus on Sustainability and Ethical Practices
Increasingly, consumers are seeking sustainable and ethically produced home décor items. Startups like Pine Cone and The Yellow Dwelling are catering to this demand by offering craft-based home décor made from sustainable materials and employing artisans from remote parts of India. P-TAL aims to preserve the indigenous Thathera craft form of Jandiala Guru. Trove Craft India creates unique, handcrafted home décor concepts and aims to revive hand-painted art forms.
Challenges and Opportunities
While the DIY home interiors market presents significant opportunities, startups also face challenges. These include managing supply chains, ensuring quality control, and competing with established players. However, by focusing on innovation, customization, and customer experience, startups are well-positioned to capture a growing share of the Indian home interiors market.
Royaloak launched House of Interiors, a new vertical focused on end-to-end interior solutions, marking a strategic expansion to deliver integrated, design-led home interiors. This launch responds to evolving customer demand for cohesive design and single-point accountability. As consumers prioritize aesthetics, multifunctional spaces, and smart home technology, the industry is expected to witness further growth and diversification.