Troost

What Troost does

Troost (legally DK Enterprises) is an Indian direct-to-consumer e-commerce brand that designs and sells handcrafted home furnishings, with its core catalog of area rugs and bedside runners supplemented by table runners, cushion covers, throw blankets, wall hangings, poufs, ottomans, and placemats. The company operates a single Shopify storefront at troost.in and ships pan-India with free shipping and 48-hour dispatch. Manufacturing is anchored in Panipat, Haryana, under the legal entity DK Enterprises (GSTIN 06AAJPN2049M1ZF), with a brand narrative anchored in 30+ years of artisanal heritage. Products are built using heritage techniques including pit loom weaving for chunky wool rugs, panja weave for kilim constructions, tufting for cotton pieces, and digital printing on woven bases, with materials ranging from chenille and PET yarn to New Zealand wool, cotton, jute, and viscose.

Underlying production combines handwoven and hand-printed craftsmanship executed by artisan partners with selected machine-assisted steps such as tufting and digital print finishing. Differentiators include machine-washable construction, anti-skid backing on runners, and multi-material blending across SKUs. The company has no public mobile app, no public API, and no documented AI/ML capabilities.

Commercial model is straightforward one-time retail purchase (described in the input as one-time license revenue) with prices ranging from approximately Rs. 2,295 for bedside runners to Rs. 16,990 for premium kilim rugs; many products are offered at 50% off regular pricing. GTM is exclusively DTC through troost.in, supported by an SEO/blog-led content engine, an email newsletter, and a custom bulk-order channel for commercial and hospitality projects. The customer base is segmented primarily into Indian homeowners and decorators, with a secondary pet-owner segment; no enterprise or repeat-customer concentration is disclosed.

Name

Troost

Legal name

DK Enterprises

Website

https://troost.in

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Troost is an Indian direct-to-consumer brand that designs and sells handcrafted area rugs, bedside runners, and home furnishings through its Shopify storefront at troost.in, serving Indian homeowners and decorators seeking artisan-made, washable home decor.

Ownership category

akta.pro rank

Product category

Home Furnishings

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

Keywords

• Handcrafted area rugs
• Home furnishings
• Artisanal textiles
• Handwoven rugs
• Bedside runners

Headquarters

HQ city

Panipat

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Direct retail sales of handcrafted home furnishings including area rugs, bedside runners, cushion covers, throw blankets, wall hangings, and poufs through their e-commerce platform. Revenue generated through one-time product purchases with prices ranging from approximately Rs. 2,295 to Rs. 16,990 per item.
2. Custom Bulk Orders: Accepts custom requests particularly for bulk orders, allowing customers to request bespoke products or larger quantities for commercial or hospitality projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Troost designs and sells handcrafted home furnishings through a direct-to-consumer e-commerce platform at troost.in. Its core offerings include handwoven and hand-printed area rugs, bedside runners, table runners, cushion covers, throw blankets, wall hangings, poufs, and placemats made using heritage artisanal techniques and materials such as chenille, PET yarn, New Zealand wool, cotton, jute, and viscose. The company operates from Panipat, Haryana, and ships across India with free shipping and 48-hour dispatch.

Product overview

TROOST is an Indian e-commerce company specializing in handcrafted home furnishings, primarily area rugs and bedroom accessories. The product portfolio centers on two core categories: Area Rugs (including traditional oriental designs, kilim rugs, chunky wool knits, tufted rugs, and abstract geometric styles) and Bedside Runners (chenille and PET fiber runners with anti-skid backing). Supporting product lines include Table Runners, Cushion Covers, Throw Blankets, Wall Hangings, Poufs & Ottomans, and Placemats. Products are sourced from trusted mills and manufactured by skilled artisans using heritage techniques including hand-woven, panja loom weaving, tufting, and digital printing. Materials include chenille, PET yarn, wool (New Zealand), cotton, jute, and viscose. The company emphasizes authentic Indian craftsmanship, sustainability through recycled materials, and 100% artisan craftsmanship. The platform operates as a Shopify-hosted e-commerce store with no public API.

Differentiator

Problem solved

Functional benefit

Products and services

• Area Rugs Handcrafted area rugs in various sizes, materials (chenille, PET yarn, wool, cotton), and designs including traditional oriental, kilim, chunky knit, tufted, and modern abstract patterns. Made for living rooms, bedrooms, and meditation spaces.
• Bedside Runners Handcrafted bedside runners made with premium chenille and PET fibers, featuring anti-skid backing, machine washable construction, and available in 2ft x 5ft and 2ft x 6ft sizes.
• Table Runners Decorative table runners designed for dining tables, adaptable for use as wall hangings and creative home decor accents.
• Cushion Covers Decorative cushion covers for living room sofas and seating spaces, featuring vibrant patterns and plush textures.
• Throw Blankets Cozy throw blankets for sofas and beds, functioning as both home decor and warmth accessories.
• Wall Hangings Woven wall hangings designed as statement d\u00e9cor for placement above sofas or as gallery-style arrangements.
• Poufs & Ottomans Versatile woven poufs and ottomans that function as extra seating, footrests, or makeshift tables with varied textures.
• Placemats Handcrafted placemats for dining tables.
• Combos Curated product bundles combining multiple home furnishing items at discounted pricing.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Fabindia: Fabindia is an established Indian retail chain specializing in handcrafted products made by rural artisans, including home textiles, rugs, and furnishings. Comparable to Troost in artisan-crafted Indian home textile positioning and heritage-led brand narrative, but operating at much larger scale with extensive retail footprint.
• Urban Ladder: Urban Ladder is a prominent Indian online furniture and home decor retailer offering rugs, furniture, and accessories. Comparable to Troost in the Indian online home furnishings space, but with a broader furniture-led assortment and established brand presence.
• Wakefit: Wakefit is a leading Indian D2C home and sleep brand offering mattresses, beds, rugs, and home furnishings. Comparable to Troost as a digitally-native Indian home furnishings D2C brand, but operates at significantly larger scale with broader category coverage and venture funding.
• HomeTown: HomeTown is a major Indian home and furniture retailer with online and offline presence, offering rugs, furniture, and home decor. Comparable to Troost as an Indian home furnishings retailer with rug offerings, but at substantially larger scale with broader assortment.
• Pepperfry: Pepperfry is one of India's largest online furniture and home furnishings marketplaces offering rugs, furniture, and decor. Comparable to Troost in the Indian online home furnishings category, but operates at much larger scale with marketplace model, physical studios, and venture capital backing.

Direct peers

• Story@Home: Story@Home is an Indian D2C home furnishings brand offering rugs, cushions, and bedding with designer-led patterns. Directly comparable to Troost as an Indian online-first home textile retailer competing for the same Indian consumer seeking affordable, design-forward, machine-washable home furnishings.
• Loom Crafts: Loom Crafts is an Indian handcrafted home furnishings brand offering rugs, cushions, and table linen made by artisan weavers. Directly comparable to Troost in artisan-crafted product positioning, multi-category home textile assortment, and D2C focus on handwoven Indian goods.
• Carpet Kingdom: Carpet Kingdom is an Indian online retailer specializing in hand-tufted, hand-knotted, and shaggy rugs at varied price points. Directly comparable to Troost as a D2C Indian rug specialist competing in the same online rug retail category with similar mid-market pricing.
• Rug Republic: Rug Republic is an Indian rug and carpet brand offering contemporary and traditional hand-tufted rugs through online channels. Directly comparable to Troost in product category (Indian rugs), online-first D2C model, and target market of style-conscious Indian consumers seeking premium rug options.
• Jaipur Rugs: Jaipur Rugs is one of India's largest hand-knotted rug manufacturers and retailers, selling artisan-crafted rugs and home textiles directly to consumers through both online and offline channels. Directly comparable to Troost in product category (handcrafted Indian rugs), artisan-based production model, and D2C orientation, but operating at substantially larger scale and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/troostin
• LinkedInlinkedin.com/company/troosthome

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Troost