Modefe offers a curated range of high-quality home decor and soft furnishings. Our core product philosophy centers around providing "mass premium" items —pieces with a high-end, aesthetic feel, without the luxury price tag.
Our product line is designed to give identity to homes and create unique spaces that reflect personal tastes.
The product portfolio is divided into three main categories:
Soft Furnishings: This includes foundational items that add comfort and style, such as rugs, runners, carpets, bedsheets, curtains, and cushion/sofa covers.
Home Decor: These are "eye-candy" accent pieces that enhance the room's aesthetic, like lamps and lighting, wall art and mirrors, decorative vases and planters, and small accents/clocks.
Kitchenware: This category focuses on functional yet beautiful items, including tableware, serve-ware, cookware essentials, storage, and other utility products.
Startup Description
Modefe is a rapidly growing Home Decor and Soft Furnishing brand focused on giving identity to homes. We operate in the sweet spot of the market, defining ourselves as "mass premium"—delivering a high-end, aesthetic feel without the luxury price tag.
Product Screenshots
Business Model
Modefe operates a multi-channel retail business model focused on maximizing reach and achieving volume.
Marketplaces: We have established traction on major platforms like Amazon (41 Lakhs GMV till date) and Myntra (25 Lakhs GMV till date).
D2C & New Channels: Our strategic plan includes launching on 1-2 additional marketplaces and starting our D2C vertical, as well as piloting pop-up stores in 2 cities to diversify our offline presence.
Customers
based in
India, Middle East & North Africa
Business
Modal Type
D2C Home Decor Brand.
Type of
Sales
B2C
Competitors
Our competition can be segmented based on their positioning across the two axes of Affordability and Aesthetic/Aspiration:
Affordable/Basic Competitors: These brands often focus heavily on high-volume, utility-driven products at the lowest price point.
Examples: Bombay Dyeing , myTRIDENT , and myforhome.
Premium/Aspirational Competitors: These brands target the high-end luxury segment, prioritizing unique designs and exclusivity, often with a high price tag.
Examples: IDECOR , GOOD Earth.
Direct/Mid-Segment Competitors: These competitors operate closer to the mid-to-high market segment, which Modefe is also addressing with its "mass premium" approach.
Examples: nestasia , homecentre , urban space , and CORTINA.
Teams
Rahul Elhence
Co-Founder and CEO
Manish Yadav
CFO
Rohit Kumar
COO
Tell us a bit about how founding team knows
each other.
The core founding team—Rahul Elhence (CEO), Manish Kumar Yadav (CFO), and Rohit Kumar (COO)—shares a powerful history of successful collaboration, having worked together extensively at the pioneering Indian e-commerce platform, Limeroad.
Why did you decide to start this
company?
We decided to launch Modefe because our collective experience at major e-commerce platforms, particularly while managing the home décor and soft furnishings categories at Limeroad.
Are all the founders full-time on this
project?
Yes
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