We chose to embrace ‘personality’ as our core narrative
Nesterra is a premium home furnishings brand from Sutlej Textiles & Industries, part of the K. K. Birla Group. Specialising in upholstery and drapery, Nesterra combines nature-inspired aesthetics, diverse cultural influences, and consumer-centric design to create luxurious, personalised living spaces. With a legacy rooted in textile excellence, Nesterra is committed to delivering quality, colour-rich fabrics that reflect individual style and elevate home décor.
In a conversation with Fibre2Fashion, Smita Joshi, Vice President of Home Textiles and Exports at Nesterra, shares insights into the brand’s origins, design philosophy, sustainability initiatives, evolving consumer demographics, and future roadmap. She discusses how Nesterra is redefining modern luxury by blending emotion with innovation and how the brand is poised to expand its footprint both in India and globally.
Nesterra is rooted in the rich legacy of Sutlej Textiles. How has this heritage shaped Nesterra’s identity as a premium home furnishings brand?
Nesterra draws strength from the legacy of Sutlej Textiles & Industries, which is part of the K.K. Birla Group. Our chairman, Chandrashekhar Nopani, represents the third generation of this legacy, which has always stood for quality and excellence. The Birla family name carries immense credibility, and they have built a reputation that needs no introduction.
Sutlej has over 70–80 years of experience in spinning, and over the decades, we have established ourselves as a key player in both the yarn and fabric business, supplying to renowned domestic and international brands. We are also a nominated supplier for several premium and mid-to-high-end brands.
While we have always been a vertically integrated company—right from recycled fibres to finished products like bedding and kitchen linen—we saw an opportunity in forward integration. We had two potential avenues: apparel or home furnishings. We chose home furnishings because of its boutique nature, strong design potential, and emotional connection to the home. It was also a passion project for our chairman.
That is how Nesterra was born—right in the middle of the pandemic. We launched with three collections and took a measured approach by placing them in about 50 premium multi-brand retail stores across India. Our strategy has always been to go deeper with fewer accounts, rather than wider. This preserves our premium positioning and ensures exclusivity.
From the start, we were clear that Nesterra would not replace any of our existing businesses. Instead, it would complement them while offering creative freedom in design—something that is often limited in traditional distribution channels. We did not want to follow the mass-market route; instead, we focused on quality, design, and personalisation.
In just three years, Nesterra is now available in around 650 stores. Our retail partners have strongly supported us, and we have maintained a cautious and organic growth path. Rather than pouring large sums into advertising, we have focused on building a sustainable brand with real consumer value. Our pricing reflects the product quality—it is premium, but fair.
We are extremely selective about how we grow and spend. Each rupee is thoughtfully invested to ensure value for the consumer. In such a saturated market, we believe in going deeper rather than broader. That approach gives our customers a sense of exclusivity, and it is a philosophy we will continue to follow as we scale to the next level.
The brand’s philosophy revolves around personalisation and consumer-first design. How do you translate individuality into tangible design elements?
When we began shaping our communication strategy, we observed that most peer brands focused on conventional themes—design, colour, and showcasing beautiful homes. While those approaches work, we wanted to take a different path—one that tapped into emotions and celebrated individuality.
At Nesterra, we believe that every person carries multiple facets within them. One may generally be cheerful, but not every moment of the day reflects that. We are all a blend of moods, experiences, and aspirations. This understanding became the cornerstone of our design philosophy.
Instead of focusing solely on aesthetics, we chose to embrace ‘personality’ as our core narrative. We asked ourselves: how can we reflect various personalities in a way that feels authentic and relatable?
The answer lay in the emotional resonance of colour and design. For instance, some colours make you feel safe, others make you feel happy or sad. If someone identifies as cheerful, they may be drawn to yellows and oranges. If they have a mysterious or introspective side, they might prefer deeper tones. A flamboyant personality may lean towards shimmer or sheen. These preferences—whether aspirational or instinctive—are deeply personal and often reflect who a person is or wishes to be.
By aligning these emotional triggers with specific colours, textures, and design elements, we create collections that allow individuals to see themselves in our products. That is how Nesterra brings personalisation to life—by making home furnishings an extension of one’s unique personality.
With global and cultural influences being a key element, how do you balance trends with timeless appeal?
Our design team draws immense inspiration from their travels. They actively explore different cultures and regions, which allows them to bring diverse ideas to the table. In today’s interconnected world—amplified by social media—design trends have become increasingly global. What was once region-specific is now widely accepted across continents.
Take the example of the paisley motif. Traditionally popular in India, it is now equally appreciated in markets like the US. This globalisation of taste allows us to play with culturally rooted elements while giving them a fresh, international appeal.
At Nesterra, we aim to strike a balance between timeless elegance and current trends. Each year, we create around 12 collections. Out of these, six are designed to have broad, mass appeal—what we call our ‘safe play’ collections. The other six are more experimental and cater to niche but varied audiences. These may have a smaller reach, but they allow us to stay rooted in individuality and innovation.
This blend of global perspective and local relevance helps us ensure our collections are both contemporary and enduring.
What role does textile innovation and technology play in your design development?
Design lies at the very heart of Nesterra’s brand identity. Our design team, supported closely by the branding team, plays an important role in shaping our collections and, by extension, our brand experience.
Once the brand’s positioning is established—as reflected in our presence across 650 retail stores—it is the strength of our design and the clarity of our branding that drive continued success. Innovation in textile techniques, material blends, and finishes allows us to elevate our offerings beyond the conventional.
This synergy between design development and branding is what truly brings the Nesterra vision to life, ensuring that our collections are not only aesthetically appealing but also technologically advanced and future-ready.
Is Nesterra also into technical textiles?
While Nesterra is primarily a home furnishings brand, we are gradually integrating technical aspects into our collections. Some of our upcoming launches will include feature-driven products—what we refer to as collections with enhanced functionalities. These will offer added performance attributes, making them more than just aesthetically appealing. It is our way of blending innovation with everyday comfort.
Would you like to share some success stories and the campaigns?
One of my favourite campaigns has to be the Children’s Day activity we hosted in a Mumbai mall. We invited children—some of them celebrity kids—to participate in a creative session where they were encouraged to draw whatever came to their minds, be it cars, flowers, or houses, in their raw and imaginative way.
We then took these delightful, heartfelt sketches and transformed them into a unique fabric collection called ‘Kidspiration’. It is one of our most cherished collections—free from commercial characters like superheroes, and instead driven by the purest form of creativity: a child’s perspective.
What made it special was that it was not just an event—it became a product, a collection that beautifully reflected Nesterra’s ethos of personal expression and emotional connection.
Another heartwarming initiative was during the New Year season, where we welcomed travellers at the airport with homecoming gifts. It was a small gesture, but one that evoked a deep sense of belonging and warmth—values that are central to the Nesterra brand.
All our campaigns aim to resonate with emotions and personalities, ensuring every activity ties back to our core philosophy: home furnishings that reflect ‘you’.
What sustainability practices does Nesterra follow in sourcing, production, or packaging?
Sustainability is deeply embedded in Nesterra’s operations, thanks to the vertically integrated structure of Sutlej Textiles. We have our own bottle recycling plant, where we produce green fibre. This recycled fibre is then used in our spinning operations to create yarns, which are further woven into our fabrics—ensuring a closed-loop, eco-conscious process.
Our weaving units are zero liquid discharge (ZLD) facilities, meaning no industrial water is released into the environment. Instead, all water is treated and recycled. Additionally, two of our four mills are already powered by solar energy, and we are actively working towards extending solar usage to the remaining plants.
We also follow lean production principles, aiming to minimise reprocessing and promote ‘first-time right’ practices. These collective efforts ensure that sustainability is not a one-off initiative but a continuous commitment across sourcing, production, and energy use.
How are you working to balance luxury with environmental responsibility?
Luxury today is no longer defined by extravagance—it is about authenticity, intention, and mindfulness. The traditional idea that glamour equates to wealth has evolved. Many of the world’s most affluent individuals now embrace simplicity, often choosing comfort and sustainability over conscious consumption. This shift is evident across industries, including fashion and interiors.
At Nesterra, we see luxury as being design-led, emotionally resonant, and environmentally conscious. Our collections are created with a focus on thoughtful design and responsible sourcing. But equally important is our commitment to simplifying the customer journey. In an age where time is a premium, we ensure our product range is curated and diverse enough to cater to varied preferences without overwhelming the consumer.
For instance, if a customer walks into a store looking for floral prints, the retail partner would not need to sift through hundreds of catalogues. Our collections are streamlined and supported by digital mood boards and easy-to-navigate catalogues—offering both depth and clarity. This thoughtful approach respects not just the environment, but also the consumer’s time.
Ultimately, we believe modern luxury lies in meaningful choices—designs that are beautiful, purposeful, and responsible.
What role is sustainability playing in shaping the future of home textile manufacturing and exports, and how are Indian exporters adapting to meet these expectations?
Sustainability is a concept I deeply respect—it is like a health check for our ecosystem, giving it a second life. However, within the industry, the term is often reduced to a marketing gimmick rather than being genuinely understood or implemented. While many brands promote sustainable products, the actual impact can be questionable.
Let us be honest: the very act of producing an additional metre of fabric is inherently unsustainable. A truly sustainable choice would be to halt production and maximise what already exists—but we know that is neither feasible nor practical in a global industry. Still, this highlights the gap between intent and implementation.
One of the key challenges is the willingness to pay for sustainability. While consumers like the idea of making eco-conscious choices, they are often hesitant to bear the extra cost. True sustainability involves compromises in efficiency and profit margins, and unless all stakeholders in the value chain—from fibre producers to end consumers—embrace this mindset, the impact remains fragmented.
That said, there is hope. People are becoming more aware of limited natural resources. I see changes—people carpooling, using bicycles and public transport, avoiding single-use plastics. These habits go beyond textiles and signal a broader shift in consumer consciousness.
For the textile sector to move meaningfully towards sustainability, systems like repair and reuse need to be made economically viable. If repairing is cheaper than replacing, people will opt for it. Ultimately, for sustainable practices to thrive, they must be accessible—not just aspirational.
How is the global demand for home textiles evolving post-pandemic, especially in terms of consumer preferences, design trends, and functionality?
Over the last fiscal year, global demand was somewhat cautious—mainly due to major elections across several countries. Historically, election years tend to create a temporary pause at the trade level, not necessarily at the consumer level. This uncertainty often results in delayed decisions, particularly in discretionary categories like home textiles. Curtains and furnishings are not essentials, so such purchases are often postponed during periods of economic ambiguity.
Despite this, global wholesalers and trade partners continued to invest in new products. Like fashion, the home textile industry sees biannual launches, but with a longer product life cycle. A strong design may continue selling for five to ten years, which means innovation is steady even if purchasing decisions are delayed.
Challenges like geopolitical tensions and disrupted shipping logistics also impacted lead times. These factors placed pressure on manufacturing, including ours. However, we remained resilient and managed to grow, even if at a more conservative pace than potential allowed.
Since entering 2025, we have seen a strong recovery. Deferred launches have resumed, and orders are picking up again.
As for design trends, platforms like Instagram and Pinterest have accelerated the globalisation of aesthetics. A colour like purple, once considered unviable in the US market, is now gaining traction. Consumer preferences are blending global inspirations with local nuances, making this an exciting time for design-led brands like Nesterra.
With increasing competition from countries like Bangladesh, Vietnam, and Türkiye, what are India’s key strengths and challenges in retaining its edge in home textile exports?
In recent years, the Indian government has taken significant steps to strengthen the country’s position in the global textile market. After a long gap, we are seeing a proactive push to attract investments and improve trade competitiveness. Landmark Free Trade Agreements (FTAs) with high-consumption countries such as Australia, the UK, and the UAE have opened up new opportunities for Indian exporters, particularly in home textiles.
Globally, there is also a strategic shift underway. The concentration of manufacturing in East Asia—especially China—is now being reassessed. Countries are actively diversifying sourcing to reduce overdependence, and India, alongside Bangladesh and Vietnam, is emerging as a strong alternative.
India’s scale, skilled workforce, and improving infrastructure give it a natural advantage. With geopolitical developments encouraging multi-sourcing and the rise of domestic capability, India is well-positioned to capture a larger share of the global market than ever before.
That said, sustaining this momentum will require consistent policy support, faster implementation, and ongoing innovation to match global standards—not just in cost, but in quality, compliance, and design excellence.
What kind of innovations in fabric technology or material sourcing are currently making waves in the global home textiles space?
Functional attributes are becoming increasingly central to consumer choices in home textiles. Features like easy-care, soundproofing, and pet-friendly fabrics are no longer niche—they are becoming essential expectations. While these functionalities existed in the past, their relevance has grown significantly as consumers now view them as critical product attributes rather than add-ons.
Another major shift is in the consumer demographic. Earlier, home furnishings were largely chosen by parents or newlyweds. Today, even teenagers want a say in their room décor. Gen Z, in particular, is emerging as a key buying segment. We are seeing more young consumers—some as young as 15—actively purchasing furnishings online, including tactile products like curtains, which were once only bought in-store.
This generational shift is broadening the consumer base and driving changes in design, pricing, and channel strategies. The market is moving towards a hybrid retail model, where online and offline channels complement each other rather than compete. The result is a dynamic, feature-driven, and more inclusive home textiles space shaped by innovation and evolving lifestyle preferences.
With your store locator feature and digital presence, how do you envision your omnichannel strategy evolving?
Given that home furnishings is a highly tactile category, most consumers still prefer visiting physical stores to experience the product firsthand. While our digital platforms help create awareness and aid in brand recall, the final purchase often takes place offline.
However, with the introduction of new categories like ‘bed-in-a-bag’ and bedding—products more suited to online shopping—we see a clear opportunity to expand our e-commerce presence. These items, much like apparel, lend themselves well to online ordering.
Our vision is to create a seamless blend of physical and digital experiences. Whether a customer engages with us in-store or online, the journey should be cohesive, convenient, and consistent with the Nesterra brand promise.
Are there plans to expand internationally or collaborate with global designers or retailers?
Yes, we have already initiated pilot runs in one or two international markets to test the waters. While it is still early and there is not much to share at this stage, the groundwork has definitely begun. Expanding globally and exploring collaborations with international designers and retailers is very much on our radar, and we are excited about what lies ahead.
What can we expect from Nesterra in the next two to three years—new product categories, collaborations, or experiential retail?
Over the next couple of years, we are actively exploring an expanded product portfolio and deeper consumer engagement. One key area under consideration is home renovation, where we see potential to offer more holistic solutions.
Given that Nesterra is already present in around 650 retail stores, there is a strong opportunity to introduce complementary categories such as linens, wall coverings, and bedding. In fact, many of our retail partners have expressed interest in us entering these segments, believing that a brand backed by the Birla legacy is well-positioned to offer a broader, high-quality range that resonates with today’s discerning consumers.
