Asterlane, the Jaipur-based home decor startup and one of the rising stars in India’s D2C ecosystem, is making bold moves with its latest expansion into carpet manufacturing. With this strategic shift, the direct-to-consumer India brand is blending the rich craftsmanship of Banaras with modern aesthetics, all while scaling operations through top e-commerce marketplaces like Amazon, Flipkart, and Pepperfry, alongside its own D2C platform.
Founded in November 2023, Asterlane is one of the fastest-growing D2C startups making waves in the Indian D2C updates space. Within a short span, it has generated ₹1.37 crore in revenue for FY25 and is ambitiously targeting ₹3 crore for FY26. This move into the premium carpet segment marks a significant growth milestone and exemplifies how D2C brands India are diversifying their offerings to capture untapped consumer niches.
The brand’s latest product line is being manufactured in Banaras, where modern machinery meets heritage weaving techniques. This unique production approach positions Asterlane as one of the few D2C startups actively reviving traditional Indian craftsmanship through a contemporary, digital-first lens.
“Our entry into carpet manufacturing is more than just category expansion — it’s a brand statement,” said Khushboo Singhania, Chief Marketing Officer at Asterlane. “Through e-commerce platforms and our D2C business model India is embracing, we’re bringing design, tradition, and convenience to the forefront of Indian living spaces.”
With a marketplace-first and D2C go-to-market strategy, Asterlane continues to be at the center of Indian D2C startup news. Its omnichannel strategy spans Amazon, Flipkart, and Pepperfry, while also heavily focusing on discovery and conversion via social media platforms like Instagram, Pinterest, and YouTube. This approach places Asterlane in line with other fast-growing creator-led D2C brands and positions it to benefit from influencer marketing for D2C and shifting consumer behavior in India.
By investing in content, design storytelling, and low-overhead operations, Asterlane is building not just a rug business but a digitally native lifestyle brand. The startup is also exploring offline retail collaborations through boutique furniture stores, designer studios, and curated Airbnb partnerships, further extending its D2C expansion plans.
Despite facing challenges such as tactile limitations in online rug shopping and price sensitivity in Tier 2 and Tier 3 markets, Asterlane is betting big on affordable home upgrades. With urban millennials and aspirational buyers seeking curated and affordable decor, the brand is riding a wave of demand that aligns with current D2C market trends 2025.
As the D2C industry news space continues to grow, Asterlane’s blend of traditional artistry, modern e-commerce scalability, and design-led differentiation makes it a brand to watch. With its strategic moves and rising consumer traction, Asterlane is not only contributing to India’s D2C ecosystem but is actively reshaping how Indian homes look and feel — one rug at a time.