I N T E R N AT D D E C O R

ABOUT DDECOR :
A “globally local” company, that understands the aesthetic sensibilities of every country,

D’decor was founded in 1999 and is the world’s largest producer of curtain and upholstery

fabrics with products being designed by in house as well as from designers in Italy, Europe

and USA. As a company having over 4000 employees , D’decor exports home fabrics to

about 65 countries and has also established its vast and loyal customer base in the domestic

market . Innovation and customisation being the biggest company strengths D’decor has 5

state of the art plants in Tarapur, India, and creates about 44 million meters of fabric

exclusively for homes all around the world with around 120,000 square meters of high

quality fabrics being created everyday. Operating as a private limited company, D’decor’s

mission statement is “Making homes beautiful on every street, in every city, of every

country in the world.” It faces major competitors in the export as well as the domestic

market.
“ F A B R I C C R E AT E S I T S O W N I D E N T I T Y
TO LIVE BEAUTIFUL”

ABOUT THE MACHINES :

- N E E D L E S A R E P L A C E D AT A 2 . 7 M E T E R S D I S TA N C E ,
T H AT B E I N G O N E G A U G E
- THE GAUGE IS ADJUSTED IN ORDER TO REPRESENT
V A R I O U S S I Z E S I N M U LT I P L E S O F 4 . F O R E X A M P L E :
4/4, 8/4, 24/4
- T H E M A C H I N E S A R E B O U G H T F R O M A C O M PA N Y
KNOWN AS “SAURER EMBROIDERY”
DIFFERENT TYPES

T H E R E A R E T W O T Y P E S O F C U R TA I N S :
PA N E L C U R TA I N S A N D A L L O V E R C U R TA I N S
T O P R O D U C E T H E R E C U R TA I N S T H E M A C H I N E
WORKS IN A DIFFERENT MANNER.
F O R E X A M P L E : M U LT I H E A D W O R K S W I T H
T H E N E E D L E S W O R K I N G O N O N E C O L O U R AT
A TIME
U S U A L LY, T H E D E S I G N I S S E E N W I D T H W I S E
K E E P I N G I N M I N D T H AT T H E F L O W H A S T O
BE LENTH WISE.
 DIFFERENT TYPES

THERE ARE TWO

TYPES OF
COMMERCIAL DYEING
PROCESSES : DIFFERENT TYPES OF
TOP DYEING AS WELL STYLES:
AS PIECE DYING CHEMICAL LACE
EMBROIDERY + FOIL
BLACKOUTS BLOCK ALL THE ZARI
S U N L I G H T, W H I C H M A I N LY C O M E S T O SEQUENCE
BE USEFUL IN EUROPE WHEN IT PEARL
DOESN'T GET DARK TOO SOON SHEER + EMBROIDERY
W H E R E A S D I M O U T B L O C K S O N LY A PRINT + EMBROIDERY
C E R TA I N P E R C E N TA G E O F
S U N L I G H T. T H E Y A R E U S U A L LY
COMBINED WITH SHEERS.
PROCESS

SEND TO
GET THE PUNCH THE
THE
DESIGN DESIGN
PLANT

CHECK THE
SEND FOR AVA I L A B I L I T Y O F
A P P R O VA L
PRODUCTION T H E YA R N A N D
T H E FA B R I C

WHOLESALER/ R E TA I L E R / CONSUMER
AGENT CONSUMER
SPECIFIC PROCESS FOR DOMESTIC
D R E S S M AT E R I A L S

VISIT THE MARKET

LOCAL SURVEY ONCE
MARKET A P P R O VA L A N D
OR TWICE A
AND SEE DEVELOPMENT
MONTH TO SEE
THE TRENDS CUSTOMER
PREFERENCES

R E TA I L E R S / DISTRIBUTORS/AGENTS
CUSTOMERS
CUSTOMERS
 A B O U T T H E FA B R I C :

• The fabric is made at a cost per metre rate

• 30% on sales is charged

• Cost + Pricing strategy is used

• Different ranges of fabric are made, the lowest being rupees 77 per
metre to rupees 180 per metre for plain fabrics

• Another example is for the 8/4 net with sequence fabric, ranging from
rupees 197 to rupees 320 per metre

• To recognise the design, a series is maintained. This is usually done by

numericals and letter abbreviations
TOP SELLERS AS OF JUNE 2018:

B E S T S E L L I N G D R E S S M AT E R I A L :
NYLON NET

USP : EMBROIDERY

D O M E S T I C B O O K S : J E W E L ( PA R T 1 A N D 2 )

T Y P E O F FA B R I C : E M B R O I D E R Y P L U S F O I L
 THE PROCESS OF DESIGNING

• Firstly, a mood board is decided upon, usually one that

is derived from an inspiration or revolves around a
theme.

• After which, research takes place. The research is done

through the internet, and various European Studios.

• Furthermore, a colour pallet is decided. Most

frequently neutral colours are taken into consideration
with around 2/3 accent colours to add light.
• Thereafter, the designing process starts which primarily begins with a motif.

• The quality of fabric is decided collectively with customers, followed by deciding the
colour ways and then adding embroideries.

• A mother print is chosen in most cases to ensure coordination of the different designs
and colours chosen for a catalog book.


• The page arrangement and cover page selection, placement of pictures and text and font
comes along with making of the book.

• This is followed by a photoshoot and further review.

• Here at D’Decor, we supply to a highly commercial market, domestic and export.

• Research is mainly done as mentioned above, customer tastes and preferences are highly
relevant to the selection of designs and various SAQ’s are repeated.
• Approximately, 15/20 catalogues are made per season.

• Designs are segregated into various types such as leaves,

classical, floral, geometric, jacquard and plains

• There are various wholesale distributors at many locations who

come and make their own catalog books for further sale tom
various retail outlets.

• Catalogues are made in a particular price range.

• D’DECOR AURA is a blue book with a lower price range whereas

D’DECOR LIVE BEAUTIFUL is a highly budgeted catalogue.
 THE PROCESS OF CUSTOMER ORDERS
FOR A NEW ORDER
SAMPLES ARE GIVEN
MERCHANDISING SELECTIONS
(BY CUSTOMERS, BY
D E PA R T M E N T ARE MADE
THE TEAM, THROUGH
EXHIBITIONS

SENT BACK TO
THE RELEASE TO
SALES TEAM ORDERS
MERCHANDISER THE PLANT
MAKES THE COME ON
S TO CHECK FOR
SALES EMAIL
( O N PA P E R A N D PRODUCTION
CONTRACT
THE STICKER)

D I S PAT C H MODE OF
PA C K A G I N G CUSTOMER
THROUGH SHIPMENT
D E PA R T M E N T
PLANT
• In the case of REPEAT ORDERS, emails are sent and then the
sales team takes a look at their back records since they are
already exisiting

• No merchandising department is approached in this case.

• If cuttings are available the order takes only a day to punch

• For new orders it takes around 10/12 weeks for production and
dispatchment

• For repeat orders, it takes around 6/8 weeks for production and
dispatchment
 PRODUCT

PIECE DYED YA R N D Y E D EMBROIDERY

M U LT I H E A D SCHIFFLI
 Assisting two of the meetings concerned with
exports and products, I learned various new things.
I sat through the BI (business intelligence) report
meeting as well and grasped knowledge to the
best of my abilities. I also had a look at the
DDEsales emails and product report emails which
strengthened my knowledge and understanding
about the daily operations and management of the
business.
DDE SALES

• Shipment Terms are of three types : Free on Board(FOB) , Cost

Insurance Freight (CIF) which is pre paid in the price and Cost and
Freight (CFR)

• Debit Notes are issued where there arises in a problem in the quality
of the product.

• Advance on the fabric depends varies from customer to customer

• Minimum 500m of fabric is given.

• FG stands for Fibre Guard

• DDE SALE mails come in two forms : orders or complaints

 AN PURCHASE ORDER
OR CONTRACT
M A I N LY C O N S I S T S O F :

• Item code

• Supplier Code

• Item Description

• Quantity

• Unit Metres

• Unit Cost

• Line price

• Style

• Colour

• Width

• Price per metre

• OTIF Results are received from customers D’decor
supplies to.

• It stands for “On Time In Full” and measures the supply

chain performance.

• A business intelligence over time report is created by the

sales team. It is referred to as BI OT report.

• Order Emails come in various forms, two of which are,

Pending to create and Upload Orders(not released in SAP)

• An advancement scheme being decided upon by D’decor

is a mobile app for the blinds department making it easier,
savings time and increasing flexibility.
65% OF THE SALES
COME FROM
EXPORTS

• Export Clients sometimes

choose their own catalog and
make their own book or ask
D’decor to make the book. It
differs from customer to
customer.

• Export Clients are extremely

quality conscious

• Some ask for world exclusive

products whilst most of them
settle for country specific
exclusivity.
 UNITED KINGDOM GENERAL MARKET
CONDITIONS AS OF JUNE 9TH, 2018.
• The trading conditions are extremely difficult. Negative
press is especially surrounding the retail sector.

• Furniture retailer FABB is closing and has gone into

administration.

• House of Fraser is closing 30 of their 50 stores.

• Marks&Spencer is closing over 100 stores. Their profits are

coming down from over 500 million pounds to around 50
million pounds (mainly due to accounting for the cost of
store closings)
DDECOR HAS ALSO INTRODUCED WALLART WHICH IS A
N E W I N I T I AT I V E . M A N Y B O O K S A R E M A D E F O R
C U S T O M E R S T O C H O O S E F R O M VA R I O U S I D E A D S O F
W A L L PA P E R S . I T W A S D I S P L AY E D T O AT T R A C T
C U S T O M E R AT T E N T I O N A N D G A I N C U S T O M E R
L O YA LT Y.

• There has been a subscription scheme

that has been introduced.

• It includes 11 wallet catalogues for the

following fee : The base amount being
rupees 21,000 followed by a GST of
12% which comes to rupees 2,520 and
makes the total rupees 23,520/-
 DDECOR DOES NOT MANUFACTURE RUGS,
BLINDS AND WALLART IN HOUSE. IT IS
IMPORTED FROM PLACES SUCH AS GERMANY,
EUROPE, JAPAN ETC. TO MANUFACTURE
WOULD MEAN A HIGH INVESTMENT COST BUT
ON THE OTHER HAND, YOU CAN ALSO
CHARGE A HIGHER MARGIN.
 D’DECOR BLINDS

• Designed in the UK and manufactured in India.

• Rigorous testing and Quality Control.

• Aesthetic and versatile blinds available for a wide

range of window styles

• Unmatched in looks, function, control over light,

privacy and energy saving properties.
DDECOR
BEDDING

• One of the largest domains

of the company is the
bedding range.

• As of 2018, bedding sells

80% as digital printing and
20% as embroidery.

• In the bedding section, the

memory foam range as well
as the towels range was
added as a new venture.
DDECOR DEALERS ARE GIVEN
AROUND A 45% MARGIN AND
FA B R I C I S S O L D T O T H E M I N
T W O W AY S : 1 ) R O L L L E N G T H
WHICH HAS A HIGHER
MARGIN AND 2) CUT LENGTH
W I T H A R E L AT I V E LY L O W E R
MARGIN.

T H E R E A R E R O L L S C H E M E S P R O V I D E D T H AT
AVA I L D I S C O U N T O N R O L L O R D E R S . I T
DEPENDS UPON THE NUMBER OF ROLLS. FOR
EXAMPLE : MIN 31 ROLLS GIVE YOU A 5%
MARGIN, MIN 51 GIVE YOU A 7.50% MARGIN
AND MIN 101 GIVE YOU A 1O% MARGIN. THIS
I S A P P L I C A B L E O N LY O N F U L L P R I C E C U R TA I N
AND UPHOLSTERY COLLECTION AND EXCLUDES
A N Y D I S C O U N T E D FA B R I C S A L E .
D I G I TA L D E S K - A S
A TECHNOLOGICAL
A D VA N C E M E N T

• This is a newly launched D’decor

dealer app on your smartphone.

• It helps you track your order at any

place at any point of time.

• The online order placement and

tracking outstanding invoices on the
portal brings transparency in billing.

• Furthermore, now you do not need

to take multiple calls to resolve your
issue. For any dispute or discrepancy,
you can just post your grievance on
the portal and we will get your issue
resolved at the earliest.
 A D VA N C E M E N T S

• D’decor being has become majorly capital intensive,

going approximately 72% digital.

• The warehouse J260 at Tarapur is completely robotic with

the help of 2/3 persons for packaging purposes.

• From the factory, on a daily basis more than 10,000 SKUS

are produced.

• G7 is the company’s biggest factory.

• Like each company has their own loyalists, D’decor has its set.
 HUMAN RESOURCES
Sitting through an interview of a prospective
employee, I observed the process and method of
conducting an interview.

The meeting is approximately 15/20 minutes long and

the interviewer asks questions on the spot

Before the employee is called in, the interviewer is

given the candidates resume.
S A L E S A N A LY S I S

• Comparing the sales value to the previous fiscal year,

in the initial 3 months of the current fiscal year exports
are up by 27% and local curtains are up by 10%.

• It has to be kept in mind, that the previous fiscal year

(2017) occurred the GST impact that resulted in
reduction of sales of the final few months.

• While calculation of the export growth rate, the

foreign exchange value has to be kept in mind.
• Overall, the curtains have a growth rate of 18%.

• While assessing, we realised that the embroidery sales have

gone down. The reason being thee idol capacity.

• Plains are growing positively. Additionally, they have more

stability and several repeat orders.

• The American market was growing rapidly.

• All major export customers showed a major growth rate. This is

important to increase sales and thereby profits. Customer loyalty
and brand recognition is gained by this manner.
 HOME IDEAS AS A MAJOR
DISTRIBUTOR

• A family owned distributor known has HOME IDEAS is

beneficial on a large scale to the growth and stability
of the company.

• Domestically, in the year 2017, home ideas contributed

for 31% of the sales.

• In 2018, for the 3 months of sales HOME IDEAS has

contributed to 16% of the sales.
 SPOTLIGHT 2018

• After working and observing the methodology and grasping

the products and going into each product in depth on the
last day of the exhibition, I supervised the managing director
with a team of others.

• In that short meeting of 45 minutes, the drawbacks of each

section were looked upon personally by the managing
director.

• The customer satisfaction level was looked into and along

with that each catalogue book and areas to grow were
looked into.
 I spent the day with the export customers by the
name Warwick who had come down to from the UK to
visit the head office and choose fabric for their new
books and collections. Through this meeting with the
head (John) , the agent (Adrien) as well as John’s
designer helped me grasp the process and formalities
of treating a customer and how to pitch your product
to get your desired order.
The meeting was about 2 hours long before we took
a break for lunch, there were 4 people in the
showroom and they were joined by the managing
director.
 GENERAL POINTS ABOUT THE
MARKET :
• Prices of linen and polyester have increased

• Demouts - They are more basic and have a lot of players in the market

• Foil - More high end

• Fabrics are identified by serial numbers, eg : SA16507 or SRD72532p

• The online model is growing.

• As stated by the UK based clients, Furniture business will help protecting their
business in the longer term.

• Drapping is yet in its infancy stage.

• Growth areas are more of outdoor fabrics.

WHY D’DECOR ?
T H E B R A N D VA L U E
- D ’ D E C O R I S T H E W O R L D ’ S L A R G E S T M A N U FA C T U R E R O F
W O V E N U P H O L S T E R Y A N D C U R TA I N S , A N I N T E R N AT I O N A L
TRENDSETTER, WELL KNOWN FOR EXCELLENCE AND
I N N O V AT I O N . I T O F F E R S A V A S T R A N G E O F P R O D U C T S .

FA S T D E L I V E R Y : THE PRODUCT RANGE :

ALL ORDERS ARE 1 0 , 0 0 0 P L U S FA B R I C O P T I O N S
PROCESSED, 1 5 B L I N D VA R I A N T S
CUSTOMISED, RUGS
C R E AT E D A N D WALLART
D I S PAT C H E D W I T H I N AND THE LARGEST RANGE OF ROMAN
72 HOURS OF THEM BLINDS COLLECTION IN INDIA
BEING PLACED.
 MOTORISATION :
WHY Motorised blinds are available in wire
D’DECOR? free or hard wired options with silent
motor options.
Equipped with slim remote controls
• TECHNOLOGICAL EXPERTISE :
and smart phone integration controls
D’decor takes pride in State of the
Art Infrastructure and the
PRE AND POST SALE
production facilities that house
latest Japanese and European SERVICE :
machinery, for end to end in house Unmatched end to end
production guaranteeing the
perfect blinds with the best finish process that bis
every time. customised to the
• DIGITILIZATION : D’ASSIST is an customers request. Also,
app that allows customers to covered with a 5 year
visualise blinds and accessories
giving them all the requisite details.
warranty.
 CSR :
• The main objective is : To lay down guidelines to make CSR a key business process for sustainable
development of the society. To directly/indirectly undertake projects & programs, which will enhance
the quality of life and economic well-being of the communities in and around our plant and society at
large.To generate goodwill and recognition among all stake holders of the company

• CSR Activities :Social and life skills development for the marginalised & underprivileged children to
help them live a beautiful life.

• Adopt a village.

• Artesian and handicraft support and growth.

• Participation in social causes like breast cancer awareness initiatives & programs.

• Rehabilitation of victims of natural disasters.

• Upliftment of the economically backward women thorough education and vocational training for
livelihood enhancing skills.