US-based sustainable home décor brand D’Moksha has entered the Indian market with curtains as its first product category. Co-led by Shailendra Singh, former business head for beauty retail and omnichannel strategy at Nykaa, the brand aims to tackle India’s $1.5 billion curtain market. D’Moksha was founded in 2020 by Manav Dhanda and Nimisha Dhanda, who were frustrated with the lack of eco-friendly home décor options.
The brand manufactures in India but has until now focused on overseas consumers, selling products made from hemp, linen, lyocell, and recycled polyester through Amazon Global Selling. With Singh’s appointment, D’Moksha plans to replicate its international model for Indian buyers while adapting to local complexities.
“We realised that curtain buying today is filled with a lot of pain, and are sold how shirts were sold 5–10 years ago; as half-finished products,” Singh said. D’Moksha intends to reframe the experience with design consultation, digital mock-ups, and finished curtains.
The brand plans to build scale city by city, starting with Mumbai, and aims to have 10-12 stores by 2026-end. Singh emphasized the importance of storytelling and data-driven marketing, targeting 2000-3000 homes and building satisfied customers through word-of-mouth publicity.
Image Courtesy: campaignindia.in
