After tasting success in the international markets since 1970, Jayanita Exports launched Deco Window in 2008 to cater to the domestic market. Elaborating on the concept, Vaibhav Jain, CEO, Deco Window says, “The success of the company's products in international markets and prospects of the Indian market encouraged us to launch a brand of decorative curtain hardware collection. In the recent years not only have we cemented our position in the curtain hardware market, but also catered to the soft goods requirements such as curtains, tiebacks and cushions.”

Window solutions for Indian households

In collaboration with more than 600 stores spread all over the country, Deco Window offers wide range of window solutions for Indian homes. The range includes classic to modern profiles. Each piece is engineered for durability, functionality and aesthetics, together with state of the art hardware and custom and automation solutions. “Our commitment to provide ‘complete window solutions’ lies in our expertise to decorate your windows in an affordable and user‐friendly manner, meeting the highest quality standards,” avers Jain.

Window segment is one of the categories, the company enjoys maximum expertise and specialisation in. At the time of the brand launch, 70 per cent of its products revolved around windows and 30 per cent was home décor. So Deco Window was by default the first brand that wanted to be dedicated to the products it had expertise in. “So while designing the brand, we kept the complete window category in mind and that’s why our tag line says ‘complete window solution’. The second focus area was pricing because pricing has to be affordable for the customers. The third area was the quality and the specification since at that point in time, the market wasn’t that matured about product quality. So we wanted to set a benchmark for the best quality available,” asserts Jain.

Jain is not averse to competition since he feels that there are no brands in the market that are selling the same quality at the price offered by Deco Window. “If you say competition in Delhi or Mumbai, yes there are a couple of brands but when you look at competition across India, there are so many places one can venture into,” he states.

Sub-brands to cater to different segments

The company has divided its brands into three segments. Earlier it had Deco Window but now it has launched a brand called Deco Window Essential and would soon be launching a brand called Deco Window Tailor-made. Deco Window Essential is a brand which is one level below Deco Window in price and specification. Deco Window Tailor- made is a brand which is a level above Deco Window in terms of price and specification. “So by dividing our offering under three segments, we would be able to push the matured customers into Deco Window Tailor-made, upcoming customers into Deco Window and completely price conscious or less matured customers into Deco Window Essential. We want to cater to the every section of the society with differentiated brand services to suit their needs,” explains Jain.

One of the biggest challenges in the Indian market, according to Jain is that there is nothing standard about window size. Worldwide the height of the window is pretty good. “But when we look at the windows in India, they vary in sizes. So now we are coming up with program called customisation and make curtains according to the window dimension and size. People who cannot use standard products can customize the curtains according to the size of their windows. Right now the program is only limited to couple of stores. We are planning to expand this program to other stores in the coming years. By 2018, we expect about thousand stores across India and across all partner website and our website to follow this concept,” he informs.

The brand is available in 12 states. Now the company is looking at expanding its footprint all over the world under its own brand-name. Explaining, Jain says, “Targeting 120 per cent annual growth, we are looking at different levels of marketing, different levels of sales like you have mass retail, e-commerce, organised retail and we are also looking at creating partners in every society who would sell our products locally. We are branching into institutional sales like window requirement for hotel industry or other institutions like hostels, hospitals and offices.”

www.decowindow.in