India Wallpapers Market - Growth, Trends and Forecast (2019 - 2024)

The India Wallpapers Market is segmented by Type(Vinyl-based, Non-woven, Fabric), Distribution Channel (E-commerce, Retail), and End-User (Residential, Commercial).

Market Snapshot

Study Period:


Base Year:


Key Players:

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Market Overview

  • Expanding urban population and changing lifestyles (change in the attitude toward interior design) due to increasing disposable incomes, is making Indian Wallpapers market lucrative. Wallpapers are starting to get traction in Indian interior design, and factors, such as availability of different types of wallpapers (material) alongside the differing price points and qualities, have been supporting the surge.
  • The Indian real estate sector has witnessed high growth in recent times, mostly driven by the rise in demand for office and residential spaces. Such trends led to the demand for construction materials, interior decor and aesthetic products, furnishings, and modular kitchens, according to industry representatives at CAI Expo 2017. According to IBEF, the real estate sector in India is expected to reach USD 1 trillion by 2030, up from USD 120 billion in 2017. With this, the demand for interior finishing, such as wallpapers, is expected to provide a significant opportunity for the vendors in the Indian market.
  • As the growth has been attributed by retail, hospitality, and commercial real estate sectors, the need for non-woven, fabrics (textile) wallpapers is expected to increase significantly, considering the durability aspect. India is one of the significant countries in the Asian region (along with Thailand and Malaysia) that are becoming a major market for non-woven wallpapers.
  • Most of the companies in the Indian wallpapers market are importers, and either follow the franchise or the outsourcing business model. In addition, companies from complementary businesses, like building materials (plywood, paints), and furniture businesses have ventured into wallpapers business in India. For instance, Greenply Industries Limited, a popular brand known for plywood and laminates entered the wallpaper segment via the outsourcing model. The company trades wallpapers of different categories from various overseas suppliers, and markets in India under the brand name “Greenteriors” (however, it had quit reselling wallpapers in 2018). Asian Paints also recently entered into the wallpapers business, in collaboration with designers and Good Earth.
  • Such a lucrative opportunity has led to the emergence of startups in the interior designing sector, such as Pepperfry, Livspace, Homify, etc. These companies, in addition to providing an overall home décor experience, also provide an array of choices of interiors, like wallpapers. For instance, Livespace sells wallpapers in partnership with 3M and Marshall's Wallpapers. Such business models have been particularly popular among the luxury segment of the Indian wallpapers market.
  • E-commerce has become a popular choice of the distribution channel for wallpaper companies in India. Not only the emerging startups but also the increasing efforts made by brick and mortar companies to move to the e-commerce platform, validate the e-commerce trend in the wallpapers market. However, this distribution channel might not overgrow the revenues of retail stores, but might act as a catalog for the buyers and become an aid for choosing the vendor. This is because buyers still prefer to examine the type of wallpaper, as different types are available currently in the market, including embossed, 3D, non-woven, etc.

Scope of the Report

Wallpaper is a material used in interior decoration to decorate the interior walls of domestic and public buildings. It is usually sold in rolls and is applied onto a wall using wallpaper paste.

By Type
Paper/Traditional Wallpaper
Fabric (Textile)
By Distribution Channel
By End User
Corporate Office Space
Salons and Spas
Other Commercial End Users

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Key Market Trends

Vinyl Based Wallpapers Account for the Largest Market Share

  • Vinyl-based wallpaper is growing in popularity, owing to the advantages offered by the product, over conventional paper wallpapers. These are the most durable and widely used form of wallpapers that are completely washable, colorfast, and fire-retardant.
  • Vinyl-based wallpapers are manufactured by coating paper substrate with vinyl, also known as coated wallpapers. Vinyl and PVC (Poly Vinyl Chloride) coating are the same types. Solid vinyl, blown vinyl, embossed vinyl, etc, are some other types of the PVC segment.
  • Vinyl-based wallpaper segment is mainly dominating the Indian wallpaper market, primarily owing to low cost.
  • These wallpapers are water-proof and are capable of resisting water vapor and other liquids (washable). These advantages are driving the interest of the Indian residential consumers, looking for durability and flexibility.
  • The residential market has been projected to witness significant growth in demand, with increasing consumer awareness and cost-benefit offered by the solution.

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E-commerce Segment to Witness Fastest Growth

  • In India, E-commerce is one of the fast-growing market, and proving to be instrumental in creating the biggest revolution in the retail industry. This trend is expected to continue in the years to come.
  • Online retail sales, as a percentage of total sales, have shown a tremendous rise, from 0.8 % in 2014, to 3.6%, of total retail sales in 2017. The online retail revenue in the country is expected to grow to USD 60 billion, by 2020.
  • In addition, by 2021, the traditional retail is expected to hold a major share of 75%, with the organized retail share expected to reach to 18% and e-commerce share to 7% of the total retail market.
  • The e-commerce platforms for wallpapers in India has not been so successful, compared to the other markets. However, the majority of the customers prefer offline retail stores for buying wallpapers.
  • Multi-channel retailing has also gained an increasing popularity among Indian retailers in last few years, and has helped in gaining the market share. For instance, Future Retail owns the Brick and Mortar stores, while they have also tied up with e-commerce websites, such as Myntra and Amazon, for selling the products.
  • The same trend is also rising in the Indian wallpapers market, where the vendors can have a broader target audience by leveraging the competitive advantage. Marshalls Wallcoverings and Aarcee Wallpapers are some of the prominent companies in the country.

Competitive Landscape

The Indian market is highly fragmented and consists of players with very niche geographical coverage and limited product portfolio. Domestic production is very limited in India, and a major percentage of wallpapers are imported from popular international brands, including, Versace Home, Blumarine, Roberto Cavalli, and Porche Design, among others. Regions, such as China, South Korea, Germany, Italy, France, the United Kingdom, and the United States remain popular import countries. The market also has an inflow of Chinese and South Korean wallpapers, which act as a low-cost option. Other Asian wallpapers, including LG Hauseys’s wallcovering and DuPont’s wallcoverings, are made available on e-commerce platforms, like Amazon, Snapdeal, Indiamart, etc. Some of the key players in the market are Asian Paints, Marshalls Wallcoverings, ATCO Interiors Private Limited. Some of the key recent developments in the market are as follows:
  • Elementto Lifestyle Wallcoverings Pvt. Ltd company has announced that it is offering a new product line of 20 new wallpapers having geometric patterns. The company said that the products are flexible to be customized by the user that best matches the their tastes, ranging from floral backdrops to minimalist motifs.

Major Players

  1. Asian Paints Limited
  2. Marshalls wallcoverings
  3. Excel Wallcoverings
  4. ATCO Interiors Private Limited
  5. Ultra Walls (Sonu Art)

* Complete list of players covered available in the table of contents below


Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Introduction to Market Drivers and Restraints

    3. 4.3 Market Drivers

      1. 4.3.1 Infrastructural Development And Changing Lifestyle

    4. 4.4 Market Restraints

      1. 4.4.1 Awareness And Alternatives

    5. 4.5 Value Chain Analysis

    6. 4.6 Industry Attractiveness - Porter's Five Force Analysis

      1. 4.6.1 Threat of New Entrants

      2. 4.6.2 Bargaining Power of Buyers/Consumers

      3. 4.6.3 Bargaining Power of Suppliers

      4. 4.6.4 Threat of Substitute Products

      5. 4.6.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Vinyl-based

      2. 5.1.2 Non-woven

      3. 5.1.3 Paper/Traditional Wallpaper

      4. 5.1.4 Fabric (Textile)

    2. 5.2 By Distribution Channel

      1. 5.2.1 E-commerce

      2. 5.2.2 Retail

    3. 5.3 By End User

      1. 5.3.1 Residential

      2. 5.3.2 Commercial

        1. Hospitality

        2. Corporate Office Space

        3. Salons and Spas

        4. Hospitals

        5. Other Commercial End Users


    1. 6.1 Company Profiles

      1. 6.1.1 Marshalls Wallcoverings

      2. 6.1.2 Elementto Lifestyle Wallcoverings Pvt. Ltd

      3. 6.1.3 Excel Wallcoverings

      4. 6.1.4 ATCO Interiors Private Limited

      5. 6.1.5 Adornis Wallpapers

      6. 6.1.6 Gratex Industries Ltd.

      7. 6.1.7 Ultra Walls (Sonu Art)

      8. 6.1.8 Asian Paints Ltd.

    2. *List Not Exhaustive


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