- **Marvel Decor is a window-coverings brand that started by making the smallest components inside a blind and then spent two decades building the whole blind, the brand that sells it, and the motor that moves it - all under its own roof. It was founded in 2000 as a manufacturer of curtain rods and a supplier of fabrics and components to blinds manufacturers, and over the next twenty years it transformed into a vertically integrated company that designs, manufactures, and sells blinds, curtain tracks, and motors directly to homes, hotels, and offices across India and 20-plus countries. The recurring approach is simple: master a technical piece of the product first, then expand into the next link in the chain - from components to finished blinds, from India to the UAE, from manual systems to smart motors - so that it never depends on anyone else for what it sells.** # Business segments A single engine with two brands and a motorization arm - Marvel for India, Callistus for international markets, and Solis motors stitched through both - all fed by the same vertically integrated factory system. ## 1. Window coverings: made-to-measure blinds, tracks, and motors sold through a branded channel network **The company makes the components, assembles the finished product, and sells it directly to end customers and projects under its own brands - no middlemen between factory and window.** - **Started with the smallest parts** - the company began by manufacturing blinds components and supplying them to other blind makers, which gave it deep technical know-how in every mechanism before it ever sold a finished blind. - **One factory system, two brands** - blinds, curtain tracks, and motors are designed and assembled at a 2 lac sq. ft. factory in Jamnagar, Gujarat, and a 13,000 sq. ft. assembly unit in Sharjah, UAE, then sold under the Marvel brand in India and the Callistus brand internationally. - **The largest range in the industry** - the company offers 16 types of blinds, 10 operating systems, and over 2,000 fabric shades, all made-to-measure for each client, with a 48-hour dispatch commitment in India. - **Sold through galleries, not just catalogues** - over 400 galleries and 800 dealers across 250-plus Indian cities let architects, interior designers, and end customers see products on real windows with real sunlight before they buy. - **Projects feed the retail brand** - landmark installations like the New Parliament Building, the Vice President of India’s Residence, and the awarded New Port & Customs Authority tower in Dubai act as public proof of quality, which in turn pulls in retail customers. ## 2. Solis motorization: the automation layer that turns blinds into smart-home devices **Motors are the fastest-growing piece of the window-covering market, and the company now makes its own rather than buying someone else’s.** - **Launched to complete the portfolio** - Solis motors, introduced in February 2025, fill the last gap in the company’s offering so that a customer can get the blind, the track, and the motor from one source. - **Sold with blinds and on their own** - the motors are designed to pair with the company’s existing blinds and curtain tracks, but they are also available as an independent product for buyers who already have window coverings and only want automation. - **Riding a 20%-plus growth wave** - the motorized segment of the window-covering market is expected to grow at over 20% annually, so making motors in-house positions the company to capture that demand directly rather than handing it to a third-party supplier. # Group structure and partners **A family-run Indian parent with three wholly owned international subsidiaries - UAE, UK, and USA - and partnerships that open doors in luxury automation and large-scale project procurement.** - **Parent and three subsidiaries** - Marvel Decor Ltd is the listed Indian parent; Callistus Blinds Middle East FZE runs the UAE assembly unit and GCC sales; Callistus UK Ltd. lets British dealers buy locally; and Callistus Window Fashion USA Inc., incorporated in April 2025, enables local invoicing for American customers who wanted to avoid import friction and high PayPal fees. - **Family in every key seat** - the Chairman and Managing Director runs the whole group, his wife oversees finance and purchasing, one daughter manages the UAE market, and another daughter recently joined the business. - **Lutron brings the luxury home-automation customer** - a partnership with the US-based premium automation brand (worldwide sales of roughly ₹15,000 crores) lets the company supply blinds and curtain motors into high-end residential, hospitality, and commercial projects through Marvel Blinds network. - **A US design-build partner could shift procurement from China** - a large American firm handling about 150 projects a year globally has indicated it wants to move its entire window-covering procurement to Marvel Decor, potentially worth $10 million a year, with a $2 million order funnel already in place.