Why Conscious Consumers Prefer Ethically Sourced Home Décor in India

• 84% of urban Indian consumers prefer sustainable products when given a choice

• Natural materials like bamboo, jute, and khadi are gaining popularity in home décor

• Ethical sourcing is becoming a major factor in purchasing decisions

India’s home décor market is witnessing a noticeable shift as consumers increasingly prioritise sustainability and ethical sourcing over impulse buying. With rising awareness around climate change and social responsibility, households are now paying closer attention to where their décor comes from—and how it is made.

Industry surveys indicate that nearly 84% of urban Indian consumers prefer sustainable products when alternatives are available. This growing preference reflects a broader change in mindset, where purchasing decisions are guided not just by aesthetics or price, but also by environmental impact and social values.

Experts say this transition is being fuelled by greater access to information through digital platforms, along with wider conversations around responsible living. As a result, sustainability is no longer limited to food or fashion—it has firmly entered Indian homes.

Today’s conscious buyers are actively evaluating materials, production methods, and supply chains before making décor purchases. Products crafted from bamboo, cane, jute, clay, stone, cotton, and khadi are seeing increased demand as they offer eco-friendly alternatives to plastic and synthetic-heavy options. These materials also align well with India’s climate while being largely sourced domestically.

Beyond environmental benefits, ethical home décor plays a key role in supporting local craftsmanship. Many sustainable décor products are handmade by Indian artisans, helping preserve traditional skills and generate livelihoods in rural communities. Ethical sourcing practices ensure fair wages, safe working conditions, and transparency across the manufacturing process—factors that are becoming increasingly important to modern consumers.

Brands that openly communicate their sourcing methods and social impact are gaining stronger trust and loyalty. Buyers are now more inclined to support organisations that demonstrate responsibility toward both people and the planet.

Together, these trends point to a clear evolution in Indian lifestyle choices. Home décor is no longer just about beautifying spaces—it has become a reflection of personal values. As mindful consumption continues to grow, ethically sourced décor is set to play a central role in shaping the future of Indian homes.