HTL International is accelerating its India strategy as it marks 50 years globally, with a sharp focus on retail expansion and deeper penetration into Tier 2 markets. The global upholstered furniture leader is targeting 35% HTL India growth 2026, building on strong momentum across its three brands, Domicil, Fabbrica, and Corium. The company sees a significant opportunity in India where the unorganised sector accounts for nearly 90% of the furniture market and brand recall remains limited compared to other consumer segments. The plan leverages international design, consistent quality, and India-relevant price points to build brand-led differentiation in a traditionally product-driven category.
Retail Expansion
HTL currently operates 1 flagship store and 33 shop-in-shops in India and plans to double its retail footprint over the next two years. The expansion will be led by a stronger push into Tier 2 cities, alongside the opening of flagship stores in key metros. The strategy responds to evolving demand in smaller cities, supported by larger homes, changing lifestyle aspirations, and higher discretionary spending on interiors. North India continues to be a significant contributor, aligning with broader premium consumption trends across the region.
HTLโs India play is anchored around three brands, each targeting a distinct consumer segment and life stage. Fabbrica caters to younger, first-time buyers with compact and design-forward offerings suited for urban homes. Domicil addresses the mid to premium segment, focusing on comfort, ergonomics, and everyday family living. Corium, positioned at the higher end, appeals to consumers seeking craftsmanship, larger formats, and global design aesthetics. This segmentation allows HTL to serve varied budgets and preferences while maintaining international design standards and consistent product quality.
The company has already seen strong traction in India, with the three brands recording 50% growth in 2025. Smaller cities are now emerging as key growth drivers as consumers become more discerning about quality and aesthetics. Despite living rooms and bedrooms being the most-used spaces, they often remain underinvested in household budgets. HTL sees this gap as a scalable opportunity to reposition furniture from a deferred purchase to a central element of home investment. The approach supports HTL India growth 2026 by driving value through design-led, durable furniture.
Manoj Kumar Nair, Country Head (Brands), India, Middle East and Africa, HTL Group of Companies said, โOur focus is on building Domicil, Fabbrica and Corium as distinct brands that cater to different consumer needs, while expanding access across markets beyond metros. The idea is to offer access to international design and consistent quality at price points that are relevant for Indian consumers.โ The statement highlights the companyโs intent to combine global product standards with local market access and affordability.
Manufacturing Scale. To support HTL India growth 2026, the company has expanded its manufacturing footprint in India. HTL has completed the first phase of expansion at its Chennai facility, increasing its size from 2.5 lakh square feet to 3.5 lakh square feet. The facility caters to both domestic demand and export markets including the United States, United Kingdom, and the Middle East, reinforcing Indiaโs role in HTLโs global supply chain. At a category level, HTL is working to bring greater structure to furniture retail in India through standardised store layouts, visual merchandising, and partner training to build brand consistency.
The company also continues to refresh its portfolio with new designs every three to four months and has introduced a signature colour across its leather and fabric offerings. HTLโs 50-year milestone underscores a long-term commitment to the country, with Domicil, Fabbrica, and Corium focused on building brand-led differentiation. As Indiaโs premium housing market expands, the company aims to address the underinvestment in living rooms and bedrooms through durable, design-led products.
