In today’s world, home furnishing business has taken strides with many buyers adding home furnishing to their profile, becoming a good market for international retailers. India Home Furnishings, a professionally managed organization has been creating wonders in the home furnishing and handicraft industry ever since their establishment in 1992. “I was very fond of decorating homes. This is what I love to do. My work is my passion and it gives me satisfaction each time I see my company grow,” avers Babita Arora, Managing Director, who has been single-handedly running the company ever since the beginning.
Starting with the domestic market with reputed names like The Jagdish Store, Amorino and Floor and Furnishing, the company is now catering to a lot of buyers on the international platform. “After we got into the export market, we started penetrating into the US market as well. We are present on e-bay, and other online selling websites. Being old in the business, we have good tie-ups with the American companies. Our main markets remain to be the US, the UK and some countries in Europe,” says Babita, who mainly specializes in bed spreads, cushions and curtains targeting primarily the high-end market. 
Splendid collection with wide assortment of bedspreads, bed sheet, bed skirt, mattress protector, duvet covers, curtains, blinds, hotel linen, furnishing, shower & cotton and table linen speaks a vibrant saga of rich Indian craftsmanship and traditional embroideries fused with contemporary designs and patterns provided by the company.
The products are developed from soft yet long lasting fabrics; these cushion covers and curtains offer top level of comfort. Further, the beautiful embellishments including woven, printed, patchwork, embroidered, and sequin provided in eye soothing colours lends these products a captivating appeal. Babita further explains, “When you talk about international, the requisite embroidery is very minimal, like here in India, we like a lot of hand-embroidery, profound and cumbersome kind of needlework. But the scenario abroad is entirely different. They like very delicate, minimal and sophisticated kind of embroidery, specially the American market. It should be delicate, soft, and that’s why they call it “soft furnishing”. For instance, if you are sitting on a sofa and you pick up a cushion, it should feel soft to touch. They akin to very high on comfort products. And here in India, consumers demand for decorative and exquisite products. So, that is what differentiates the trends in different markets.”
Dealing with diverse markets provides exposure, experience and practical understanding about the lucrative areas in business. And it becomes easy penetrating into various other markets. “Actually, you can never come to any conclusion about which market is more profitable. Because wherever you procure more orders from, accordingly that market becomes the better alternative. Subsequently, you don’t land up in risk when you have both the markets in your hands. For example, if domestic market becomes slow, orders procured from the international market somehow balances the whole business,” details Babita.
Countries like Australia, Latin America, Japan and China are becoming major markets for India and India Home Furnishings is doing all efforts to keep the growth of the company escalating. They promote themselves through websites and online shopping sites. Their biggest product range of curtains, ranging from readymade to custom made, pleated curtains – French pleat, inverted pleats, eyelet and grommet curtains, etc. “Actually, we do not cater to the 100% cotton market, as we do more of silks or poly-blend cotton in 70:30 ratio. So instead of 100% cotton fabric we are using cotton and polyester blends for making curtains or 100% silk, which is in demand in the American market. Yes, it is expensive and is not in demand in the domestic market. For India, we do polyester printed curtains,” says Babita.
Nowadays, buyers require thematic products. For instance, to decorate an entire room, or a hotel industry or an institution, they want an entire product range in one thematic story. “We design a complete institution in one story. If an order is placed for a room, in the same story we design bedding, curtains, runners, cushions, etc. The same way we do for residential purposes as well,” says Babita.
Besides all the challenges faced, the company never compromises on its quality and consumer satisfaction. “Quality control is one of the most important factors while dealing with clients; if we work for a 5-star hotel industry, then we have the pressure to deliver the quality of a 5-star level. Basically, quality is the crux of everything and customer satisfaction is our priority. Even if it is a domestic customer, we try and make our customers happy and satisfied with our deliverance,” avers Babita.
Satisfied with the immense growth of the company, it launched its own brand “belle” around three years ago which is gaining massive popularity on online shopping sites and also in stores. “Right now, the brand is not that popular and well known but slowly and steadily we are going to promote the name. We are studying both the markets and trying to promote it; it will take some time but it will get familiarized very soon. Only the brand name has changed but the product range remains the same. Because this product range is our identity,” candidly concludes Babita.
