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Section E

Kumari Astha (72) . Srishti Jain (2)

Srishti Agarwal (18) . Neha Golyan (36)

Sarvesh Gulati.

An insight of this pioneering company in home decoration industry:

● D'Decor Home Fabrics Pvt. Ltd. (formerly Dicitex Decor Pvt. Ltd.),is the world's third-largest

manufacturer of home fabrics, in the form of curtains and upholstery.

● It is a private company founded in 1998 with its headquarters in mumbai.

● It has employed 4000+ employees

● From 1999 to 2012, D'Decor has attained exponential growth with their turnover having increased

from $8 million to $130 million.

● As a company, D'Decor has accomplished many firsts in the Indian furnishing fabric business.

They were the first to introduce water-repellent fabric, flame-retardant fabrics and also to have the

first robotic warehouse in India.

● It has an excellent global presence as well as in india.

● D’Decor started its home furnishings about 12 years ago being in the apparel fabrics business for

40 years.

Products:

D’Decor products are designed by top-class in-house and Italian designers, and are also being

used by top designers and furniture-makers in both Europe & USA. At D'Decor, they have copyright

ownership over more than 10,000 designs.

D'Decor's 4 state-of-the-art manufacturing plants are situated at Tarapur, near Mumbai. The

output at these plants exceeds a 100,000 metres a day, thus bringing innovation to more than 1,000

homes a day.

● Furnishing Fabrics

● Embroidered Fabrics

● Yarns

● Readymades

● Velvets

● Wallpapers

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● Ladies' Wear Fabric

● Rugs

● Bedding

Micro Analysis:

● The CompanyThe company has recently re-launched itself as D'Decor - a premium home furnishings brand in a

new avatar. In India, they are endorsed by none other than Bollywood superstar Shahrukh Khan and his

beautiful wife, Gauri Khan.

Vision: “At D'Decor, we aim to become the largest producers of curtain and upholstery fabrics

in the world by leveraging on our strength of innovation and harnessing technology to provide better

solutions to our consumers. As a company, we aspire to bring design and business model innovation into

the home.”

Mission: “Making homes beautiful on every street in every city of every country in the world is the

goal set by our Chairman, Mr. Virender Arora. Everyday, we work hard in all of our markets to deliver on

our promise. We operate with respect to all our stakeholders and wish to contribute towards making the

world a better place.”

● The Suppliers At any given point of time, D'Decor supply chain is capable of delivering more than 200,000 SKUs.

These are chosen from a large spectrum of products comprising furnishing fabric, embroidered fabric,

yarn, ready-mades, velvets and wallpapers.

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Dicitex furnishings Pvt. Ltd. India

Alps industries Ltd. India mills which has established machinery and drapery fabrics with

vertical infrastructure which has a capacity of 12 million meters. Alps vista is a brand leader in vertical,

venetian, roman blinds drapery rods and curtains tracks in india and exports blinds to many countries

as well. They grow their business in digitally printed bedding fabrics using a mimaki for short runs and

reggiani for long runs.

● Distributors:D’Decor exports to more than 60 countries in the world. It marks globally in countries like USA,

Europe, Russia, Middle East, Australia. New Zealand, South Africa etc. It intends to make an indelible

mark in Indian market.

● Marketing intermediariesProduct showrooms

D’Decor curtain furnishings

GM furnishings

Siyaram furnishings

Raymond furnishings

Indian drapes

Italian furnishers

Designer curtain fabrics

● Competition:Many of the competitors surrender all of the value of their textiles just to get orders from the

customers but D’Decor doesn’t follow this philosophy.

They buy equipments that is flexible so that they can make highly diverse product lines, one of

the truly part of the mill is its state of the art.

In India D’Decor faces majority of its competition from companies like Bombay Dyeing, Aapno

Rajasthan, Birla etc. While in the world it has to compete against products from Bianca, Borosil, Cristal

D’Arques etc. and of course by some of the local brands in every country.

● PublicsWe define publics as the groups that has an actual or potential interest in or impact on an

organization’s ability to achieve its objectives. In the context of D’Decor the following publics are

relevant:

○ Financial Publics: Banks, Investment houses, Stockholders.

○ Media Publics: Newspapers Dailies including Hindu, Hindustan Times, Times Property

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Magazines including Vogue, Jetwings, Elle Decor, TV Channels including ET Now, CNN

IBN, Headlines today.

○

Internal publics:

● CustomersD’Decor customers include some of the largest and leading global brands. They participate in

the 5 biggest international trade fairs annually - Moods, Heimtex, Intertex Shanghai Show, Proposte and

Evteks.

D’Decor deals in wide varity with all kinds of stuffs from houses to corporates. the primary targets of

d’decor are the fashion trendy women who love to decorate their homes and surroundings differently,

uniquely and in a attractive manner. It not only focuses on products for adults but also markets the fabrics

for children to decorate the interiors keeping in view the interests of kids.

D’decor again launched itself as a brand for premium home furniture.

Macro Analysis:

● Demographic:○ Gender - more than 50% are women.

○ Age - mostly 20-45 years

○ Density size - 65 countries

○ Location - urban

● EconomicD’decor captures 65 countries with different levels of income, spending and distribution power. it

keeps wide range of fabrics attracting every customer in economy.

● NaturalD’Decor uses various raw materials for its products which are obtained naturally like wood (teak,

sandal, oak , palm etc) jute, cotton, silk wool fabrics and many other depending upon the output to be

produced.

● CulturalTo attract the indian customers and the contemporary minds it also brings the variety of products

which are more athenic to give traditional look on various occasions as per their taste and preferences.

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Awards and RecognitionsUsher into your home a rich history of luxurious and elegant home furnishings. As they cross over into their second decade of life-celebrating creations, they stay true to their reputation as the world's third-largest mills in the home furnishing space. Their creations will continue to reflect the distinction of being India's largest manufacturer and exporter of home furnishing fabrics. Among a multitude of laurels conferred on us in the last decade, the most prominent are:

1. The F.I.E.O. National Award

2. The F.I.E.O. Niryat Shree and Niryat Bandhu Award

3. The Highest Export Performance and Best Quality Award

4. The Best Export Performance in Merchant Exporter

5. The Best Export Performance in Blended Fabrics of Synthetic Fibre.

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