How Indian home segment evolving for innovative start-ups?

In an exclusive conversation with Nidhi Harjai, Founder Homestruck sheds light on the growth strategy of the company.
Nidhi Harjai

Tell us about the inception and journey of Homestruck. 
After duly fulfilling my family responsibilities, I gave a kick start to my career in October 2016 by starting my own label – Home Struck, which provides finest accessories to decorate homes. I was really passionate about interior designing and home styling from the beginning and wanted to pursue the same. It gives me immense satisfaction to infuse some life and love into the home that most of us spend our lives into.

Home Struck has been exhibited in Runway Rising (Delhi), Vanity Fair (Chandigarh),Eventique exhibition, Fashion Capsule, Piazza DLF Promenade to name a few, that brought appreciations from majority of customers. Home Struck fetched exclusive coverage by the DLF team on their social platform along with a special product feature in prominent media groups. For impeccable home decorating ideas, I, on behalf of Home Struck was also facilitated with the Magicka glamour & fashion trophy in the most promising home stylist category.

Kindly shed light on your current distribution for Homestruck in the online as well as offline space. Going forward what are the plans to scale up the distribution?

Currently, you can purchase Homestruck goods by ordering on Facebook or Instagram, through our official pages. In Offline, Homestruck accessories can be purchased over the counter during exhibitions – the details of which are constantly posted and updated on Facebook and Instagram. I also have a home studio in Gurgaon and customers can directly reach out to me. 

Going ahead, I plan on opening a retail outlet (a brick and mortar store) soon.

 According to you what are the major retail challenges as far as home as the category is concerned?

Homestruck falls in the luxury products segment, and we cater to a relatively niche segment of the market, it becomes relatively difficult to find the right customer - who desires the exact product as I am selling in the luxury segment, and something that is ideal for their home and matches their décor style.

Who do you see as your biggest competition within same space?

There are few big brands who had entered the market way earlier than Homestruck did because of that they have got a head start as compared to us. But, going by the reviews and feedback of our customers, they have found our products more chic as compared to the well established brands. So, that gives us the confidence to continue thriving for better products for our valued customers. Our customer base is growing month by month and they are our biggest strength.

Kindly shed light on best performing product categories and price points?
For Homestruck, the best performing products have been the tableware including coloured beverage glasses for regular use and cake stands for gifting purposes. Price points for these products range between INR 1,000 – 3,000.

At last, kindly highlight your growth plans.

My vision of Homestruck is to see it grow to an extent where I can roll out franchises/chains of the brand throughout the country.




Nidhi Harjai