In India’s fast-evolving home décor market, where individuality and storytelling increasingly shape consumer choices, Nesterra has emerged as a premium furnishings brand that blends design with emotion. Launched under Sutlej Textiles & Industries, part of the K.K. Birla Group, the brand is renowned for its innovative upholstery and drapery collections that marry craftsmanship with contemporary appeal.
At its core, Nesterra is dedicated to personalising spaces. Its philosophy combines nature-inspired design with modern aesthetics, creating products that not only elevate everyday living but also allow consumers to express their individuality. The name itself—derived from nest (home) and terra (earth)—reflects the brand’s mission to bring warmth, comfort, and natural beauty into homes.
Nesterra’s range spans curtains, upholstery, and blinds. With a strong consumer-first approach, the brand ensures that every product aligns with evolving design sensibilities while addressing functional needs. By leveraging Sutlej’s manufacturing legacy, advanced technology, and sustainable practices – including collections made from recycled yarns – Nesterra offers consumers both luxury and eco-conscious choices.
With a seamless presence across offline and online channels, the brand makes it easy for customers to explore, customise, and integrate its products into their living spaces.
In an exclusive conversation with Smita Joshi, Vice President of Sutlej Textiles and Industries Limited, IMAGES Business of Fashion delves into Nesterra’s journey, its consumer-centric design philosophy, and the strategic roadmap that is shaping its future.
Excerpts from the chat…
What was the original vision behind starting Nesterra five years ago?
The vision was to create a differentiated home furnishing brand. We aimed to offer products that were sustainable, had a more casual, American-inspired aesthetic as opposed to the formal and sleek collections common in the market, and focused on natural blends for an easy, livable feel.
What specific gaps in the market were you trying to fill at that time?
We identified a few key gaps. First, an aesthetic gap; the market was full of formal offerings, and we wanted to introduce a more casual style. Second, a gap in sustainable and mindful practices, which for us started with a ‘less is more’ philosophy to reduce carbon footprint. Finally, we saw that customers were overwhelmed by the sheer number of choices at retailers. They had to sift through thousands of fabrics, which was confusing and time-consuming. We wanted to simplify that process.
How does the principle of ‘less is more’ translate into your product design and brand storytelling?
It translates directly into how we curate our collections. While a typical brand might have 50-60 SKUs per book and hundreds of books, we intentionally create concise collections. We ensure we don’t duplicate offerings in a season. There’s only one book for curtains, plains, and textures, for example. Our role is to do the editing for the customer. If they come with a colour scheme or a Pinterest image, we are confident Nesterra will have something that resonates, saving them the hassle and time.
What drives your design process, and how do you keep evolving with the customer?
Our process is driven by two main things. First, we identify gaps in the market. When everyone chases one trend, simple, high-quality products can be overlooked, and we aim to fill those voids. Second, our design team travels internationally to seek inspiration from aspirational brands and emerging trends, which we then interpret into the Nesterra language. This combination of gap analysis and seeking newness keeps our offerings fresh and relevant.
What is your current market presence and distribution strategy?
We are currently present in over 600 retail points across India. Our strategy is to work with fewer retail partners but develop deeper, more meaningful relationships with them. This ensures we can give them exclusive attention and they can effectively sell our premium, high-value products. Exclusivity is very important in this segment.
Are you expanding your digital footprint?
Yes. Our B2B ordering process is fully digital and automated through a portal for our retail partners, enabling same-day shipping for most orders. As we expand into finished products like decorative pillows and bed covers, our digital and consumer-facing presence will become much more prominent, potentially on marketplaces.
How do you view the intersection of fashion and home decor, especially with younger demographics?
I believe consumption in home decor will continue to grow. Younger generations, free from the financial liabilities of previous generations, are focused on ‘living well’ and are comfortable spending on their lifestyle and homes. While they are also environmentally conscious, which might lead them towards simpler styles, the overall demand for home decor is on an upward trend.
Could home decor become the next fast fashion?
I sincerely hope not. That would be disastrous. While categories like bedding and towels are consumed more frequently, categories like drapery and upholstery are statement pieces. The beauty of this industry is the thoughtful design journey and the effort put into creating a home. Losing that to fast fashion would devalue the category and create immense waste.
What are Nesterra’s key focus areas for the coming years?
Our focus is on expanding our product portfolio. We recently launched a stylish residential blinds collection and plan to move into bedding, wall coverings, and accessories. This expansion into adjacent categories is key to our growth.
Are there plans for international expansion or physical stores?
We already sell our fabrics internationally, but as a white-label product to other brands, not under the Nesterra label due to the high cost of branding abroad. For physical stores, we are considering experience centers in the future—not for mass retail, but as spaces for architects and designers to experience our products and archives.
Nesterra is aiming for a Rs 200 crore target. What are the key pillars for achieving this growth?
The key pillars are:
- Design: It will always be our biggest differentiator. We take deep pride in having a distinct design language.
- Product Expansion: Growth will come from adding new categories like bedding, accessories, and wall coverings.
- Heritage: We will leverage a unique asset: a 100-year-old artwork archive from our sister company, American Silk, which will be integrated into future collections for unparalleled differentiation.
- Exclusive Distribution: Maintaining our strategy of deep partnerships with exclusive retail partners to uphold our premium positioning.
