Interiors, Italian style – that’s been the easiest shortcut, almost a code, that house proud HNIs are using to impress.
Vita Moderna, Mumbai-based luxury provider of home décor services since 2008, has now opened one of the city’s largest experience centres in Raghuvanshi Mills, a hub of décor and design. “Vita Moderna was born with the intention of getting into luxury furniture,” explains co-founder Akshay Adhalrao. “We have always worked on a project basis. We never had retail, but after Covid, a lot of people could not travel to Italy, so they were always looking for options. So, it was important for us to get into retail to show to the client and give the experience completely to them. Ninety-five per cent of our buyers are residential, so our focus is on high end luxury interiors.”
Italian hub
Indians are nothing if not ardent followers of a trend, and Italian design has been an absolute must have. “Italy is a design hub, and the best crafted products come from Italy,” elaborates Adhalrao. “There is significant awareness about Italian brands.”
Even the quickest of glances across the 8,000 square feet Experience Centre re-informs this. Witness the contemporary furniture from brands such as Elie Saab, Vittoria Frigerio and Flexform. Also present are brands from a host of related spaces, from lighting to wall furnishings, accessories and more – Alberta, Reflex Angelo, Laurameroni ,4Mariani, Delta Light, Luce Plan, Oikos, and Glamora.
As to what their TG is looking for, co-founder Pritesh Modi points to the booming desire for bespoke and exclusive. “There is a lot of emphasis on something that is unique in design. While functionality of course is part of the decision, but it also has to be a brilliant design, be it furniture or a light fixture or art deco object, design is something that captures the eye. That’s what Indian audiences are veering towards.”
Adhalrao points out that the Indian home décor furniture market is rapidly growing. “Our segment is a niche segment, micro segment, competitive market that is growing as the trend is my home has to look different, which is something they can fulfil from the international market through us.” Concurs Modi, saying everything is getting structured and systematic: “So, this sector is also going from unorganised to organised. People are expecting an international level of service and experience and that is where the market is definitely growing”. The Indian home décor market is projected to reach $404.90 million in 2024, according to Statista, and is expected to show an annual growth rate (CAGR 2024-29) of 7.76 per cent.
Modi also points to a shift in the consuming – from the desire to show off to buying for the self. “Now people are realising that just because I am experiencing the product for myself does not mean that I don’t give emphasis on design or premium product – because, ultimately, they are going to utilise it day in and day out. The emphasis is not on whether it is being seen by outsiders but what am I getting out of it. Luxury is increasingly for the self, for family, for own private spaces.”
As for their journey ahead, Vita Moderna plans to work closely with its clients as well as partners when it comes to fulfilling the design vision of the architect or the design community. “As a part of that process, finding brands that find an appeal and tying up with them is part of our strategy,” say the founders. “Going forward, we would like more partner brands on board to fulfil our design requirements.”