In today’s home decor landscape, customization and sustainability are vital as customers increasingly seek unique, eco-friendly products. Astarana by Roopali has successfully positioned itself in the UAE’s home linen market, offering bespoke home decor and clothing that beautifully merges traditional Indian craftsmanship with modern design. Founded by Roopali Raghav, the brand is recognized for its unwavering commitment to quality, customer satisfaction, and sustainability.
Bridging Gaps in the Market
The concept behind Astarana emerged from a gap that Roopali identified while living in the UAE. She noticed that many home decor items in the region lacked the intricate, traditional patterns central to Indian craftsmanship. Inspired by this, Roopali aimed to introduce the centuries-old art of hand block printing from Jaipur, Rajasthan, to the UAE market. This not only filled a market gap but also provided a platform to support local artisans and preserve a treasured craft.
With a strong industry background and a passion for promoting artisanal work, Roopali established a production unit in Jaipur, ensuring that artisans receive fair support and wages. By focusing on high-quality, customized home linens such as bed sheets, curtains, and cushion covers, Astarana quickly built a loyal following for its exquisite products that seamlessly blend contemporary and traditional elements.
Astarana’s Unique Selling Points
Astarana’s standout features include its commitment to customization and sustainability. The brand offers a wide selection of home linens that can be tailored to customers’ preferences. Whether it’s a specific print or a custom motif, Astarana allows customers to personalize items, including quilts, cushion covers, and table linens, ensuring each piece feels unique.
Astarana’s dedication to sustainability is also reflected in its practices. The brand takes significant steps to minimize waste and adopt eco-friendly methods. A notable feature is the seed paper thank-you cards included with each order. Handwritten by the team, these cards can be planted by customers to grow their own plants, adding a thoughtful, sustainable touch. Additionally, Astarana ensures that all packaging is plastic-free, using cloth bags and other eco-friendly materials instead.
Growth, New Products, and Corporate Gifting
As Astarana continues to expand, Roopali has ambitious plans for the future. Within just two years, the brand has served over 800 customers through exhibitions and a newly launched website. Astarana is now focusing on enhancing its online visibility and reaching a broader audience.
Recently, the brand ventured into the clothing sector by introducing premium cotton cord sets, further diversifying its product lineup. Additionally, Astarana is actively pursuing the corporate gifting market, having already completed a corporate order for Christmas. The brand aims to develop this segment further and maintain its growth trajectory by aligning with customer needs and continuing to innovate.
Astarana’s commitment to supporting artisans, offering sustainable products, and upholding high standards of customization positions it as a promising leader in the home decor and lifestyle market.
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