OBEETEE, India’s famous handmade carpet brand, is moving beyond just luxury carpets. They’re going into home décor and lifestyle with their new line, OBEETEE Carpets and Homes. This move places them alongside other D2C startups that are growing into multi-category lifestyle companies. OBEETEE wants to be a top-tier D2C brand that India can be proud of worldwide.
Started in 1920, OBEETEE is known for its quality, craftsmanship, and cultural roots. Based in Bhadohi, Uttar Pradesh, they have a large handmade carpet operation with over 1,500 workers, 25,000 artisans, and more than 5,000 looms and tufting frames. This setup has been key to India’s luxury exports.
With an investment of over ₹100 crore, this new venture is one of the biggest D2C expansion plans in the home lifestyle area. OBEETEE is now making furniture and bedding, not just rugs. They’re creating entire homes and changing how D2C works in India.
Under Chairman Rudra Chatterjee and President Angelique Dhama, OBEETEE has seen a modern revival. Chatterjee has brought a focus on innovation, while Dhama has made it a global luxury and lifestyle brand, growing its retail presence in India and internationally. OBEETEE has seven stores in India, plans to open more around the world, and is working with major global retailers, making it a D2C brand to watch.
The launch of OBEETEE Carpets and Homes is more than just adding to their product line; it’s a brand makeover. The Furniture Collection combines tradition and luxury with Indian teak, Italian Carrara marble, brass accents, and antique wood finishes. With a selection of upholstery options and prices from ₹21,000 to ₹3,00,000, it appeals to the growing desire for high-end goods in the D2C fashion and lifestyle market.
The Bedding Collection focuses on comfort with cotton percale, linen blends, quilted fabrics, and soft colors, designed for a classic look. This fits with changes in India’s D2C consumer scene, where home design is now a personal and stylish statement.
OBEETEE’s growth strengthens its spot in the D2C space in India, mixing heritage with innovation at a time when people want authenticity, sustainability, and good design. This change from a single-product brand to a diverse home décor business shows a key trend: established players using omnichannel D2C strategies to compete with newer, digital-first brands.
OBEETEE is also known in the luxury market for its social responsibility. They were the first carpet maker to get SA 8000:2001 certification, with programs for education, women’s training, health, sanitation, and environmental protection, which aligns with the rise in demand for sustainable and ethical D2C brands.
By September 2025, the new collections will be sold in OBEETEE stores and online, positioning the brand to capture high-end demand and potentially grow into a D2C unicorn if current trends continue.
A century ago, OBEETEE made carpets. Now, they’re creating lifestyles. As D2C brands in India grow in 2025, OBEETEE shows that tradition and innovation can work together to shape global tastes.
OBEETEE is not just decorating homes but shaping how India’s luxury identity is experienced, designed, and valued.
