PosterGully Founder Bharat Sethi Launches New Venture, iDecorama

Bharat Sethi, founder and CEO of PosterGully, has launched iDecorama, a technology-enabled online platform that offers interior designing.

iDecorama aims to eliminate the barriers that exist between site owners and designs they need, and between service professionals and their potential customers. It is a one-stop resource guide for owners of homes and commercial spaces to plan a renovation.

Talking about the product, Bharat Sethi, CEO and co-founder, iDecorama, said, “Building and remodelling is an incredibly frustrating experience in the country. The market for professionals and vendors is highly unorganised. Our vision is to eliminate the barriers that exist between owners and good design, and between trusted service professionals and their customers. iDecorama aims to deliver the best technology, user experience, a thriving active community and unique products.”

In August 2016, the promoters of Asian Business Exhibitions and Conferences (ABEC) acquired online art marketplace PosterGully for an undisclosed amount. At that time, Sethi, founder & CEO of PosterGully, decided to move out of the day-to-day operations but continued to advise and serve the board. He decided to take charge as CEO of iDecorama.

iDecorama is backed by Sumit Gandhi and Manish Gandhi, promoters of Asian Business Exhibitions and Conferences (ABEC). Established in 1993 as Asian Business Exhibitions & Conferences Ltd, ABEC has 10% share of the Indian exhibition market. With corporate offices in Mumbai, Delhi, and Bengaluru and support staff in several other cities, it churns out trade shows pan India.

With iDecorama, users can filter through design ideas posted by experts and discover ideas on interior design. They can also connect with architects, interior designers, contractors, and many other service providers who share their work and keep the community updated on their latest projects, industry updates, and market trends.

With the app, users can discover products in over twenty-five categories including home appliances, bedding, bathing, flooring, furniture, lighting, and more from manufacturers, online marketplaces, etc.

According to a company statement, iDecorama also has a popular digital and print magazine with a readership of 75,000+ including key players in the architecture, interior design, construction and building industry. The magazine features the latest technology developments and design innovations in the field of architecture, design, new projects, and unique products.

In April 2016, Jaipur-based Houssup, an ecommerce platform for interior design, raised an undisclosed amount of angel round funding from Mitin Patel (MD, Prima Automation) and Gaurav Agarwal. Other startups in this space include LivSpace, Bengaluru-based Furdo, Hyderabad-based interior design technology startup Renderlogy, etc.