One evening in 2020, Indira Prashant stood in her dining room, scrubbing yet another stain from her tablecloth. As a mother of two, spills and stains were a daily reality. But as she watched the fabric wear thin from constant washing, a thought struck her—why wasn’t there a tablecloth that could withstand daily messes without sacrificing elegance?
That simple frustration sparked an idea. What started as a personal need turned into The Yard House, India’s first brand offering wipeable, anti-slip, plastic-free cotton tablecloths. In just three years, the brand has entered over 10,000 homes, selling more than 30,000 products—proving that necessity truly is the mother of invention.
From Passion to Purpose
Indira’s path to entrepreneurship wasn’t conventional. With a Chemical Engineering degree from BITS Pilani, an MBA, and a career at Colgate-Palmolive and Flipkart, she stepped away in 2012 to focus on raising her daughters. That break rekindled her love for home decor.
“I’ve always been drawn to hardwood, brass, and antique textiles. Block printing and indigenous art fascinate me,” she says. But her battle with stained table linen led to the real breakthrough.
“I was using mattress protectors for my kids and realized there was a fabric that stayed soft while resisting spills. That’s when I thought—why not use this for table linen?”
500 Days, 11 Prototypes, and Unwavering Persistence
Bringing her idea to life wasn’t easy. “Manufacturers didn’t believe in the concept,” Indira recalls. But she refused to give up. She researched textile treatments, consulted experts at Anna University, and visited factories across Tamil Nadu and Gurugram.
After 500 days and 11 prototypes, she finally found support from two Jaipur-based block printers. The result? A fabric that retained cotton’s softness, resisted spills, and stayed put on the table—The Yard House was born.
Sustainability Meets Craftsmanship
Indira was determined to blend practicality with traditional craftsmanship.
“We source cotton from Erode and Surat, do block printing in Jaipur, apply the wipeable treatment in Tamil Nadu, and finalize the product in Bengaluru,” she explains.
Block printing, though beautiful, posed challenges. “Jaipur artisans have unmatched skill. The pressure applied to the block must be perfect, or the design smudges. We tried Tamil Nadu, but the quality wasn’t the same,” she shares.
Production remains slow and weather-dependent. “Each layer of color must dry completely before the next is applied,” she says. To meet demand, The Yard House introduced screen printing and woven solids while staying true to its artisanal roots.
A Pandemic Gamble That Paid Off
Launching a new product is always risky, but the COVID-19 pandemic unexpectedly worked in Indira’s favor. “Manufacturers had time to experiment,” she says. Her first collection—just 35 pieces—sold out within days.
What started as a personal project is now a thriving business. Today, The Yard House employs a team of seven women and works with five artisan partners, each employing around 70 craftspeople. The brand’s bestsellers include tablecloths and reversible placemats, with continuous expansion on the horizon.
Balancing Beauty and Function
One of Indira’s biggest challenges was making the fabric stain-resistant while keeping it breathable.
“Haldi and achaar stains are the toughest,” she admits. “Some suggested laminating the fabric, but that defeated the purpose of a plastic-free cloth.” Instead, the brand educates customers on fabric care. “We recommend busier prints for homes with frequent spills,” says Anjushri Anil Kumar, who works on design.
Attention to design sets The Yard House apart. “Anyone can copy a concept, but our aesthetic sensibility keeps customers coming back,” Indira explains. The brand has even applied for a design patent.
Bootstrapped and Profitable
Unlike most startups chasing funding, The Yard House remains proudly bootstrapped. “My mother is my partner, and we’ve been profitable from day one,” Indira shares.
With Rs 3 crore in projected revenue this year, 65% of sales come from the brand’s website and 35% from Amazon. Some customers have even spent up to Rs 65,000 on table linen.
“As a mother of two, their tablecloths have been a lifesaver. My table stays protected, and my home looks beautiful,” says Shantal Shashank, a homemaker from Chennai.
Looking Ahead: Global Expansion
Next up? International markets. “By the end of 2025, we aim to start exporting. We’re also expanding into other rooms—think screens, bedding, and more.”
For Indira, the greatest joy is seeing customers connect with her products. She vividly remembers her first non-friend customer, Smriti Khanna from Mumbai. “She had no reason to trust my brand, but she did. That was my turning point.”
As The Yard House grows, Indira remains committed to quality, design, and sustainability. With each beautifully crafted tablecloth, she is proving that practicality and elegance can coexist. With new collaborations and designs launching this summer, The Yard House is set to redefine Indian home decor—one table at a time.