Handicraftstown
Born in Moradabad.
Built for Indian homes.
Since 1994, skilled craftsmen in the brass capital of India have shaped every wall clock, every dining table, every piece of wall art that leaves our workshop. Not one of them was made by a machine.
30+
Years of craft
2 Lakh+
Customers served
100%
Made in India
Where it began
A city that has been crafting beauty for centuries
Moradabad, Uttar Pradesh, is known the world over as the "Brass City" — a place where generations of families have passed down the art of shaping metal into objects of lasting beauty. It is where our story begins.
In 1994, Decorativs was established here with a single purpose: to bring the finest Indian handcraftsmanship into people's homes. What started with marble products soon grew to encompass brass, copper, iron, aluminium, glass, and wood — every material that skilled Indian hands have mastered over centuries.
Handicraftstown is the direct-to-consumer brand born from that manufacturing legacy. When you buy from us, there is no importer, no middleman, no reseller in between. You are buying directly from the workshop — which is why our quality is higher and our prices are significantly lower than other brands selling similar pieces.
"Every piece we make carries the memory of a craftsman's hands. That is something no machine, no algorithm, and no factory line can replicate."Asim Zameer — Founder, Handicraftstown
Our journey
Three decades of
making things by hand
1994
Founded in Moradabad
Decorativs is established in Moradabad with a core team of craftsmen specialising in marble and stone artware. The foundation is laid for what would become a multi-material manufacturing operation.
Early 2000s
Expanding into metal and wood
The product range expands into brass, copper, iron, and aluminium artware, then into steel and HDHMR board. The company builds its first in-house design team.
2021
Handicraftstown is born
We launch Handicraftstown as a direct-to-consumer brand — bringing our workshop's output online for the first time. The goal: give Indian homes access to luxury-quality handcrafted decor at honest prices, without the retailer markup.
2018–2022
Growing across India
Handicraftstown expands to Urban Ladder, Pepperfry, and Instagram, reaching customers across every state in India. We begin offering customisation — allowing customers to request specific sizes, colours, and finishes from our workshop.
Today
2 Lakh+ customers trust us
With over 2 lakh customers and 1,300 reviews, a 4-star Trustpilot rating, and a community of 36,000 followers on Instagram, Handicraftstown has become one of India's most trusted names in handcrafted home decor and designer furniture.
How we make it
Every product starts with a craftsman, not a catalogue
Our manufacturing process blends traditional Indian techniques with thoughtful modern design. No automated production lines. No outsourced factories. Every piece is made in-house by our team in Moradabad.
Iron & metal artware
Our metal pieces — wall art, clocks, mirror frames — are cut, shaped, and welded by hand, then given a multi-layer rust-proof treatment before each finish is applied by brush. Every metal piece is 100% rust-proof.
Steel & HDHMR board
Furniture like dining tables, centre tables, and benches are built using metal steel and HDHMR board — known for their durability, clean finish, and strength under everyday use.
Hand-applied finishes
Gold, antique, teal, brass, and multi-colour finishes are applied by hand, not sprayed uniformly by machine. That subtle variation between pieces is a mark of handcraft, not a defect.
Design with purpose
Our in-house design team studies international trends but designs specifically for Indian living spaces — the proportions, the colour palettes, the mix of traditional motif and contemporary line that works in an Indian home.
Customisation on request
Because we manufacture directly, we can accommodate custom orders — different sizes, specific colour combinations, personalised finishes. Interior designers and bulk buyers work with us regularly for bespoke projects.
Packaged to arrive safe
Furniture and wall decor are wrapped in foam, bubble layers, and corrugated cardboard. Larger pieces get stretch-film wrapping too. Our packaging is over-engineered on purpose — a damaged delivery is a failed delivery.
Our home
Why Moradabad matters — and why it matters that we are here
Moradabad is not just a city. It is one of the most significant centres of handicraft manufacturing in the world. Known as "Peetal Nagri" — the Brass City — it has been the home of metal artisans for over 400 years. Today, it accounts for a significant portion of India's handicraft exports.
Being based here is not a business decision — it is an identity. Our craftsmen are neighbours, not contractors. Their skills have been passed down across generations. When we design a new wall clock or dining table, we build it with those same hands that have been shaping metal and wood in this region for centuries.
This is also why our products are priced the way they are. We do not import from China or source from resellers. Everything is made here, in Moradabad. That manufacturing advantage means you get a genuinely luxury product at a price that reflects what it actually costs to make — not what a retail chain needs to charge to cover its margins.
What we stand for
The things we will not compromise on
There is no shortage of home decor brands in India. Most of them are resellers — they source from the same mass-production factories, attach a brand name, and mark up the price. We have chosen a different path, and it shapes every decision we make.
These are not values we wrote for a marketing deck. They are the commitments that come from being a manufacturer first, a brand second.
-
01
Handcrafted, always
We will never replace our craftsmen with machines to cut costs. The human hand is irreplaceable in the work we do.
-
02
Direct manufacturing advantage
We design, produce, and sell directly. No middlemen. That saving is passed on to you — not absorbed into a margin.
-
03
Made in India, proudly
Every product is made in Moradabad. We do not outsource production to cheaper facilities that compromise on material or craft quality.
-
04
Honest about what we are
We are not a lifestyle brand with a boutique in Bandra. We are craftsmen and manufacturers who chose to go direct. We think that is worth more.
Our promise
Every home deserves something made by hand.
Browse our full collection of handcrafted wall art, wall clocks, dining tables, centre tables, mirrors, and more — all made by skilled Indian artisans, shipped free across India.
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