India’s direct-to-consumer (D2C) market is changing fast, and top-tier D2C brands are rethinking how to win over customers. Nesterra, a home furnishings brand supported by Sutlej Textiles & Industries and part of the K. K. Birla Group, is becoming a leading premium D2C brand in the lifestyle area.
With big D2C growth plans, Nesterra wants to grow by 20–25 percent each year for the next few years. They plan to do this by focusing on interesting retail setups and new products. Started during the pandemic with a small collection of three lines, Nesterra entered the competitive home décor market putting consumers first. Instead of just selling fabrics, they created collections based on different personalities, tapping into how D2C consumers in India are changing.
From bold designs to simple themes, Nesterra built a brand that appealed to successful people and modern homes. This helped them grow as a premium lifestyle brand, avoiding the problems of cheap products in the Indian D2C market.
Today, Nesterra sells through major stores in big cities and select smaller cities, like Jagdish Store in Delhi and others in Ahmedabad, Jaipur, Bangalore, Hyderabad, and Kolkata. Instead of growing too fast, they’ve chosen a mixed approach that includes good partnerships, making their brand stand out in the busy D2C market.
While many new D2C startups are focusing on online sales, Nesterra has mostly stayed offline because of its fabric model. But, with plans to launch new products like wallpapers and bed sets next year, they are thinking about selling online too.
Exports already make up 60 percent of Nesterra’s sales, with a presence in North America, the UK, the Middle East, Russia, Japan, Sri Lanka, and Australia. They plan to strengthen their relationships with retailers and expand their product lines in these areas. This fits with current D2C market trends, where premium D2C brands are growing carefully.
Nesterra wants to be known as one of the top D2C brands with a premium feel based on creativity and exclusivity. By managing everything from start to finish, they ensure quality control and quick innovation. With new collections launching each year, investments in design, and staying current with global trends, they are ready for their next growth phase.
As news about celebrity-backed and VC-funded D2C startups fills the headlines, Nesterra is a premium brand with a strong history that is successfully adapting to the D2C wave in India. By focusing on careful growth, customer experience, and premium positioning, they are set to do well in the changing D2C market. Their future plans include offline experience centers, a selective online presence, and continued product expansion, securing Nesterra’s position in the Indian D2C market.
