From Import Gap to Indian Glory: How Ritesh Bhatia’s The Decorshed Sparked a Home Décor Revolution
When import duties made foreign décor pricier and harder to access, most brands tightened their belts. Ritesh Bhatia did the opposite: he spotted a structural gap and built The Decorshed to fill it. The premise was simple but bold: if imports were becoming cost‑prohibitive, India could design and manufacture décor that matched global aesthetics without global mark‑ups.
Seeing the opening
Long before “Make‑in‑India” became a rallying cry in home décor, Ritesh watched
consumers settle for two imperfect options: expensive imports or low‑finish look‑alikes.
Rising duties only widened the gap. He saw an opening for design‑led, locally made
décor that felt luxurious yet attainable especially for the growing base of online shoppers
furnishing first apartments, renewing spaces, and gifting meaningful pieces.
Building a design‑to‑delivery engine
The Decorshed’s edge lies in how ideas move through the company: trend sensing →
concept sketches → material trials → prototypes → manufacturing → packaging design.
Design tables buzz with mood boards modern minimalism, nature‑inspired forms, spiritual
serenity while factory floors translate sketches into molds, casts, and hand‑finished details.
Quality checks measure weight balance, color consistency, surface finish, and hanging
integrity, so customers unbox pieces that are photo‑worthy and installation‑ready.
Indian craft, modern finish
Rather than treat artisans as vendors, the brand treats them as co‑creators. Traditional
skills surface carving, texturing, fine painting are paired with contemporary tooling for crisp
lines and repeatable finish. The result is an aesthetic that is global in language, Indian in
soul.
Sustainability as a practice, not a promise
The Decorshed emphasizes responsible sourcing and durable build quality: substrates
chosen for longevity, efficient casting to reduce waste, and packaging engineered for fewer
transit damages (and therefore fewer returns). The goal is décor that lasts because the most
sustainable product is the one you don’t have to replace.
Digital by design
From day one, the brand prioritized e‑commerce. Marketplaces (Amazon, Flipkart) give
reach; the brand’s own site offers deeper storytelling, curation, and service. Fast shipping,
WhatsApp‑enabled support, and content that helps customers style their homes have turned
first‑time buyers into repeat patrons.
What changed in Indian homes
The brand’s rise mirrors broader shifts: more people decorating rented homes, greater
appetite for statement walls, and a preference for value‑rich, ready‑to‑hang art. By
producing locally, The Decorshed shortens the distance between design and living room
literally.
The glory, made in India
Today, The Decorshed stands as proof that import headwinds can become innovation
tailwinds. Under Ritesh Bhatia’s leadership, the brand shows how Indian manufacturing,
when paired with design discipline and digital distribution, can deliver luxury that’s both
aspirational and accessible.
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