DECEMBER 20204With the growing influence of social media platforms, contemporary consumers, primarily from urban pockets of India have become highly aesthetic conscious. Moving beyondhow one looks themselves, this phenomenon has made its way into people's homes and is hugely affecting how one chooses to decorate their home. This quest for aesthetically pleasing home décor has been reshaping the industry and its functioning over the past couple of years. This has also fuelled the surge of modern day home décor startups and brands in the market. Today, any brand that can present chic, modern, sophisticated and `Instagram Worthy' home décor to consumers has a sure shot recipe to success. While earlier chic home décor and interiors was considered a market catering to the rich and elite, the game has changed tremendously now. The young urban demographic armed with a higher dispensable income and willingness to spend has reshaped the target audience for many home décor players. The rise of e-commerce has also acted as a catalyst for the Indian home décor segment. Earlier buyers needed to physically touch and feel a product before making a purchase but over the past few years consumers have warmed up to picking big ticket home décor pieces online. Social media and influencer marketing has also opened up the space for smaller players to make a direct connect with prospective buyers.For years the home décor space was largely fragmented and unorganized but over the past few years, the share of organized players has increased from five percent to ten percent. This increase has been significant considering the entire industry's value being over $2 billion. These factors combined have provided an impetus to the Indian home décor space which is slated to grow in the years to come. A report by the Hong Kong Trade Development Council pegged the Indian home décor market's value to reach $27 billion by 2022. A major chunk of this growth will be brought in by a plethora of smaller startups that are getting close to their target audience through social commerce. Having witnessed the rapid growth of startups in the Indian home décor sector, we at SiliconindiaStartupCity present to you '10 Best Home Decor Startups ­ 2020'. These startups have mastered the art of presenting modern, chic yet high quality products that are beautifying homes and lives alike!Do let us know your thoughts.Rachita SharmaSpecial EditorAesthetic Conscious Consumers + E-Commerce Driving Growth for Home Décor Startups EDITOR'S NOTE Vol 5 · Issue 10 - 5 · December, 2020 Publisher Alok Chaturvedi Special Editor Rachita Sharma Editorial Team Aparna Roy Likhith Aradhya Monica Pallavi J Sigma Mohanty Sales & Marketing Mishal Dsouza Tapas Mallick Editorial Queries startupcity@siliconindia.com To subscribe Visit: www.siliconindia.com/subscribe/ Cover price is Rs. 150 per issue.Printed and Published By Alok Chaturvedi on behalf of Siliconmedia Technologies Pvt Ltd and Printed at Precision Fototype Services at Sri Sabari Shopping Complex, 24 Residency Road Bangalore-560025 and Published At No. 124, 2nd Floor, Surya Chambers, Old Airport Road, Murugeshpalya, Bangalore-560017. Editor Alok ChaturvediCopyright © 2020 SiliconMedia Technologies Pvt Ltd, All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher.sales@startupcity.comGroup Art Director Ashok KumarCirculation Manager Magendran PerumalVisualisers Mohana Krishnan Siva ShankarGM Sales & Marketing Virupakshi Pattarsiliconindia
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