Hillarys Brings Direct-to-Consumer Window Coverings to India
Hillarys, a Hunter Douglas Group company with more than 50 years of heritage in the UK, has entered India’s window-covering market with a direct-to-consumer (DTC) model.
The company is targeting India’s ₹10,000-crore window-coverings category. The market is evolving as consumers seek greater convenience, personalisation and expert guidance. Hillarys aims to meet these expectations through a service-led approach that brings design consultation, customisation and installation directly to customers’ homes.
Shop-at-Home Model Combines Design and Convenience
At the centre of Hillarys’ offering is its shop-at-home (SAH) experience. The model combines digital convenience with personalised design support.
Customers can begin their journey online. A virtual design consultant understands their requirements and schedules a free in-home consultation. A trained Hillarys Design Consultant then visits the customer with a curated selection of more than 1,500 fabrics and designs.
Customers can review the options within their own spaces. The consultant also manages precise measurements and helps select suitable window-covering solutions. Hillarys then oversees made-to-measure production and professional installation.
Technology Connects the Customer Journey
Technology plays a key role throughout the process. Hillarys uses digital lead generation and pincode-based mapping to connect customers with the nearest Design Consultant.
Tablet-enabled product selection allows consultants to present options and provide on-site quotations. Digital consultation and visualisation tools also help customers explore different fabrics and window-covering solutions.
Once customers confirm an order, Hillarys provides updates across procurement, tailoring, quality checks and dispatch. As a result, the brand brings product expertise, technology and service together through one connected experience.
India Emerges as a Strategic Market
Mr Sivasubramanian S, Country Head – India WCP, (Hunter Douglas Inc.) said, “More than five decades of experience have taught us that window coverings are never simply about the window. They influence how a space looks, feels and functions, and the process of choosing them should reflect that importance. As we build Hillarys in India, we see the country as the biggest strategic opportunity for our business. India’s evolving consumer environment, shaped by digital discovery, personalisation and changing expectations of the home, makes it an important market for us. Our direct-to-consumer model is designed to bring international expertise together with a more relevant, personalised experience for the modern Indian homeowner.”
The entry comes as demand for premium and personalised home solutions grows in India. According to IMARC Group, the country’s home décor market is projected to grow at a CAGR of 5.18% between 2026 and 2034.
For Hillarys, this market presents an opportunity to improve both the products consumers purchase and the way they discover, select and experience window-covering solutions.
Hillarys Expands Beyond Bengaluru
Hillarys has established its India base in Bengaluru. During its first 24 months in the city, the company completed more than 3,000 projects and built a portfolio of over 2,500 fabrics.
Its 60-member India team covers sales, operations, technology, product, marketing and human resources. The company currently offers installation within 15 working days from the final check measurement, subject to order confirmation and advance payment.
Following its Bengaluru launch, Hillarys plans to expand into other major Indian cities. Hyderabad and Chennai are next on its expansion plans.
The company also plans to work with architects and interior designers through a customised AID partnership model. Through these initiatives, Hillarys aims to establish a contemporary benchmark for India’s window-coverings category, where design, technology and convenience are increasingly influencing consumer decisions.
