MUMBAI—Bollywood Star and   ‘Greek God’ Hrithik Roshan has turned into an interior enthusiast since he became the Brand ambassador of Dicitex Furnishings. Together with the Arora’s, the owners of Dicitex, they have launched DCTEX Digital Solutions software to over 700+ top retailers from all across India, Dubai, Bangladesh and Malaysia. This software includes different categories of products like furnishing fabrics, bedding and wallpaper, with a wide array of colors, designs, and patterns to choose from. It aims to revolutionize the process of purchasing home products by allowing customers to not only touch and feel the products, but also virtually design rooms, and get an overall look of their choices before making a purchase; thus adding a third dimension to the home furnishing industry. The Arora’s feel that their DCTEX Digital Solution software “will be a time-saving platform for both the retailers and the customers who “cannot keep track of the vast number of collections and choices in a particular category. This will allow them to find a quicker solution by reducing the lead time and generating higher purchases.” “All the collection books only offer the touch and feel of the fabric but lack imagination. This solution will allow customers to visualise how the finished products will look in a room set up and thus give the whole process an added advantage,” the pair state. This initiative by DCtex will hopefully propel sales in collaboration with its retailers by enabling them to attract more customers, and satisfying their needs of testing before buying. It provides a real time view of different rooms, open for customization by choice. The software solution was kicked off with a special evening featuring Hrithik Roshan. The evening was all about new technologies, glamour and style. “A house that telegraphs the right image and completes the picture in a statement-making way is my definition of an ideal home,” according to Hrithik Roshan. “As my association with the DCtex family is growing more on a business level now, we felt the need to get to know the foot soldiers – the Dctex retailers, who are behind making this brand a huge success. “The younger generation should take note of the rising need for constant innovation in the home furnishing business and adapt to changes in the technology space. I am happy that DCtex has grown from a family run business to one of the leading brands in the world,” said M.L Arora, Chairman of DCTex Furnishings. DCtex Furnishings was incorporated in 1999 as a luxury brand for Indian and international markets with vertically integrated production facilities, an in house design team along with the industrial capabilities of creating furnishing collections. The brand has grown under the guidance and leadership of the two Arora brothers – Rajnish, Vice Chairman and Nimish, Managing Director.