How This Crate & Barrel-Inspired Startup Is Disrupting The Home & Furnishing Market

When IIT-Bombay and IIM-Calcutta alumnus Saket Dhankar spent over two decades in fashion and lifestyle—leading growth at ITC’s Lifestyle Business and heading Lakmé Fashion Week—he realised that India’s home and baby essentials market lacked a strong, design-forward brand. Inspired by globally renowned players like Pottery Barn and Crate & Barrel, he saw an opportunity to build a modern, premium yet accessible brand for urban consumers.

In 2018, he and his wife, Kanupriya Anand, founded Haus & Kinder, a D2C brand that blends fashion and functionality in home and baby essentials. The brand was built with a vision to disrupt the traditional home textiles space, where mass-market players focused on functionality over aesthetics. Haus & Kinder aimed to reinvent the category by offering modern, trend-driven, high-quality products catering to young Indian families.

Redefining The Market Equation

The company operates in two key categories, which include H&K Home, offering home essentials such as bedsheets, comforters, cushion covers, curtains, and towels, and H&K Baby, which offers a series of baby products such as bedding, clothes, swaddles, blankets, toys, playing mats, and other gift items. 

The Indian home décor and furnishings market is projected to surpass $40 Bn by 2030, growing at 10% CAGR, driven by urbanisation, rising disposable incomes, and evolving consumer preferences. Meanwhile, the baby care market in India is estimated to be worth $20 Bn, expanding as more millennial parents prioritise quality and safety. Haus & Kinder is tapping into this dual opportunity, focusing on premium, aspirational, and design-driven products that blend style with comfort.

The brand aims to redefine these categories, taking them from a basic necessity-driven segment into a high-involvement, fashion-forward space, using modern aesthetics, superior quality, and trend-driven designs. 

The D2C brand is leveraging an omnichannel strategy to maximise its reach, selling across multiple platforms while strengthening its D2C model with an engaging user experience on its website.

Doubling Growth With Q-Commerce

Haus & Kinder was able to record strong growth in the financial year 2023-2024 (FY24) as it continued to expand its product portfolio. It achieved a 2.2X revenue increase from INR 30.25 Cr in FY23 to INR 65.9 Cr in FY24. 

The brand has also expanded across online marketplaces such as Amazon, Flipkart, and Nykaa Fashion, while also expanding into the quick commerce category. With new collections in bedding, towels, and baby essentials, the company has taken its SKU count to over 1,500 across 10 categories. 

Scaling Haus & Kinder Into A Lifestyle Powerhouse

Looking ahead, Haus & Kinder is targeting INR 100 Cr in revenue in FY25, a 51.7% increase from FY24. Key growth drivers include expanding its offline footprint, strengthening its D2C website, and venturing into new high-demand product categories across the home and baby verticals.

By 2026, Haus & Kinder plans to reach INR 250 Cr in revenue, fueled by brand-exclusive stores, deeper global expansion, and new premium collections. The company is actively working on launching 10+ flagship stores across metro cities, expanding into large-format retail, and increasing its presence in international markets like the UAE and Southeast Asia.

Additionally, sustainability will be a key focus, with the brand set to introduce an eco-friendly product line that aligns with global sustainability trends. Celebrity collaborations and high-impact marketing campaigns are also in the pipeline to solidify Haus & Kinder’s position as a leading lifestyle brand.

[Authored By Anirudh Trivedi]