CW Interiors |
Industry Take | September 2014

Wall Stories

Rohit Gupta, Managing Director, Elementto Lifestyle, talks about the Indian wallpaper industry and its trends.
How has the Indian wallpaper industry grown? What is Elementto´s role in this growth?
The Indian wallpaper industry is growing rapidly. The general trend is of decorating either one or two walls in a room with textured finish, such as metallic, floral, geometric or retro design, while balancing it with solid colours on the other walls. Wallpapers are, therefore, trending.

When I started Elementto Lifestyles around seven years ago, I travelled frequently to Europe and America to get new and fashionable wall coverings for the Indian market. As they were well-received by the interior designers all across India, I realised that the Indian market lacked innovations in wall decorations. We offer latest inno¡vative products to the Indian market.

What is the USP of Elementto?
We have made sure all Elementto products are available through our 250 franchises across India. This helps in making the marketing material easily accessible to all designers in various cities. All our new ranges are launched simultaneously in Europe and the US as well as in India. We offer designers 70-80 sample books for selection.

Which are your bestselling products?
Our bestsellers include Memories animal fur feel, Phillip Jeffries - Artisan´s Guild, Tailored Walls (natural products), Parkour Colour - metallic plains/ glass beads, Asia plain and velvet (modern), Plutonium - cork and mica, and Metalsilk - very rich silk.

Which is your most unique product?
Carl Robinson Part 9, which has Swarovski stones in the wall coverings that gives a stunning impact. We also have tone-on-tone designer wallpapers.

What is currently trending in the industry?
The trend is to put on floral/ geometric/ retro designs on the accent wall while covering the other walls with matching plains. Clients have even started experimenting with bright colours.

What do you expect in the future?
Trends and designs keep evolving. New and modern designs and sharp colours can be expected in wall decoration in the future.

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