Innovating everyday elegance: The story of The Yard House

March 5, 2025 Innovation Valli Sarvani

Many great ideas arise from daily challenges. For Indira Prashant, the inspiration came while scrubbing yet another stain from her tablecloth.

As a mother, she wanted a fabric that was both stylish and durable. This simple need led to The Yard House, India’s first brand offering wipeable, anti-slip, plastic-free cotton tablecloths.

In just three years, the brand has reached over 10,000 homes, selling more than 30,000 products.

Indira’s journey into entrepreneurship was far from typical. A BITS Pilani Chemical Engineer with an MBA, she worked at Colgate-Palmolive and Flipkart before stepping away in 2012 to raise her daughters.

Her love for home decor and traditional crafts gradually turned into a business idea. The breakthrough came when she realized that mattress protector technology could be applied to table linen.

Developing the perfect fabric wasn’t easy. She spent 500 days and created 11 prototypes before achieving the right balance of softness, spill resistance, and grip.

Finding manufacturers willing to experiment was another challenge. Finally, two Jaipur block printers believed in her vision, helping bring The Yard House to life.

The brand honours India’s rich textile heritage. Cotton is sourced from Erode and Surat, block printing happens in Jaipur, and fabric treatment is completed in Tamil Nadu before reaching Bengaluru.

Every piece reflects meticulous craftsmanship. Despite production challenges, Indira remains committed to preserving traditional techniques while also introducing screen printing and woven fabrics to meet growing demand.

Launching during COVID-19 was risky, but it turned into an advantage. Indira set up a website, promoted products on Instagram, and received her first order within an hour.

Soon, her entire collection sold out. Today, The Yard House has a team of seven women, works with five partners, and supports around 70 artisans per workshop.

Balancing beauty with function remains key. Customers love the elegant designs, but haldi and achaar stains present challenges.

Instead of plastic lamination, The Yard House educates customers on fabric care and offers busier prints for families with frequent spills.

Their focus on unique designs and thoughtful colour palettes keeps customers coming back.

Unlike many startups, The Yard House operates profitably without external funding. Indira runs it with her mother, ensuring financial independence.

The brand expects to close this year with ₹3 crore in revenue, with 65% of sales from its website and 35% from Amazon. Some loyal customers have even spent up to ₹65,000 on their collections.

Through innovation, tradition, and passion, The Yard House has redefined table linen, proving that everyday elegance is possible.

Image Credit: Theyardhouse Website Screenshot