Mumbai, July 30 -- After building a direct-to-consumer home decor business in the US, furnishings brand D'Moksha is launching in India, starting with a category it says has long been overlooked: curtains.

"We did not want to just launch one more website or catalogue," Manav Dhanda, co-founder and chief executive of the company, told Mint. "The curtain-buying experience in India is broken, unorganised, fragmented, and lacking any end-to-end service. That's the problem we're solving."

While high-end names like D'Decor dominate the premium fabric space, most players stop at selling material. The actual customer journey, from fabric selection, stitching, measurement, to installation, remains fragmented and largely informal.

"Fabric is not ...