Head of Content & Digital Storytelling
Everything you need to know about Tulio before writing a single word.
Tulio is a premium, made-to-measure curtains and blinds brand — not a general interior/furniture company. They call their products "Window Apparel," positioning curtains as tailored garments for homes. Think of them as the bespoke tailor of the window treatment world.
Founded in 1990 as "Tulips" by Raajkumarri Mutha, a homemaker-turned-entrepreneur. For three decades, Tulips quietly served architects and interior designers as their go-to for custom drapery. The rebrand to "Tulio" (Tul + IO = input-output) marks a transformation into a tech-enabled, design-led D2C model while retaining the craft heritage.
All products are made in their workroom in New Delhi. Many processes happen at source in craft clusters across India and globally. Base fabrics come from manufacturers using ethically sourced natural fibers and OEKO-TEX certified polyesters. Lead time: 6–8 weeks for residential projects.
| Segment | How Tulio Serves Them | Content Implication |
|---|---|---|
| Architects & Interior Designers | Dedicated A+ID portal, Tulio Learning Circle (free education sessions), factory tours, digital design library, project boards with instant pricing | This is the core B2B audience. Content must feel "saveable" and share-worthy for professionals to forward to clients. |
| Homeowners | D2C made-to-measure service, expert measuring & fitting included, room-by-room browsing on website, "Value Collection for Modern Millennials" (upcoming) | Aspirational but approachable. Show what's possible, educate on fabric choices, demystify the custom process. |
| Hoteliers & Hospitality | Dedicated contract division, transparent pricing, project showcases (Courtyard by Marriott Pune featured) | Case study content, scale stories, performance fabric narratives. |
India: Gurugram, Bengaluru, Mumbai, Pune, Hyderabad, Chennai | International: Dubai, Riyadh, London (expanding)
HQ & primary workroom: New Delhi. Founded by Raajkumarri Mutha. Operating as Tulio Retail Pvt. Ltd. (India) and Tulio Global Holdings ADGM (UAE).
With 366 posts and only 11K followers, there's a growth-to-output imbalance. The brand is creating content but not building audience at the rate the content volume should enable. This signals either a discoverability problem (weak Reels/SEO strategy), a community-building gap, or content that doesn't trigger saves/shares.
Tulio doesn't compete with generic interior brands. Its real competitive set is the premium custom textiles/window treatment space in India.
| Brand | Positioning | Digital Presence | Tulio's Edge |
|---|---|---|---|
| D'Decor | India's largest home fabrics company. Mass-premium. Bollywood-celebrity endorsed (SRK campaigns). | Strong brand awareness, large social following, polished but corporate content | Tulio is more bespoke/artisanal vs. D'Decor's mass-market approach. Tulio can own "craft" and "custom." |
| Zynna | 30,000+ fabric catalog, rapid expansion, tech-forward ordering | Volume-focused, showroom-centric marketing | Tulio has deeper craft heritage (30 years) and stronger design-community ties (Learning Circle, A+ID portal). |
| NuHome | Contract/commercial focus since 1995. Hotels, offices, retail. | Minimal consumer-facing digital presence | Tulio bridges both B2B and B2C — can own the narrative in both segments. |
These aren't direct competitors but show what "design-led storytelling" looks like done well:
No premium Indian window treatment brand owns design storytelling on Instagram. D'Decor has scale but not soul. Zynna has catalog but not craft. NuHome has contracts but no consumer voice. Tulio has the heritage, the craft, the founder story, and the design community ties — it just hasn't told these stories yet. This is the entire opportunity.
Format: 1–2 slides or a concise note. Here's exactly what to write.
Open with a positioning statement that shows you get the brand:
Then break down into three pillars:
| Pillar | What to Say |
|---|---|
| Heritage + Craft | 30 years of serving India's top architects. Products made in-house in New Delhi. Fabrics sourced from traditional craft clusters. OEKO-TEX certified materials. This isn't fast furnishing — it's slow, considered design. |
| Design Authority | The Tulio Learning Circle, A+ID portal, "Behind The Curtain" magazine, and factory tours position Tulio as a knowledge hub for the design community — not just a vendor. |
| Bespoke at Scale | 5,000+ fabrics, 8 studios across India/UAE, tech-enabled project portal with instant pricing. Tulio makes the custom process effortless — "expert measuring & fitting included" removes all friction from bespoke. |
Supporting narrative pillars for digital:
| # | Theme | Why It Matters | Primary Format |
|---|---|---|---|
| 1 | Fabric Journeys Origin Stories |
Tulio's fabrics come from craft clusters across India. Each has a story of hands, heritage, and technique. This builds emotional value — turning a purchase into a connection. No competitor does this. | Reels (close-up texture shots, ASMR weaving) + Carousel (origin-to-room journey) |
| 2 | Before → After Reveals Space Transformations |
The single most saved/shared format in the home design space. Tulio has "Real Tulio Homes" data but it's not formatted for social virality. The dramatic reveal of how curtains completely transform a room is inherently shareable. | Reels (split-screen or wipe transitions) + Stories (poll: "Which side?") |
| 3 | Design Authority Education + Tips |
Tulio already runs a Learning Circle for architects. Distilling that expertise into social content positions the brand as the expert, not just the vendor. Drives saves. | Carousel ("5 Things to Know Before Choosing Sheers") + Reels (quick design tips) |
| 4 | The People of Tulio Human Stories |
Raajkumarri Mutha's founder story. The artisans in the New Delhi workroom. The measuring experts who visit homes. Design professionals who trust Tulio. People follow people, not brands. | Reels (talking head, day-in-the-life) + Carousels (meet the maker) |
| 5 | The Designer's Edit Architect Collabs |
Feature architects/designers who use Tulio. Let them speak about why fabric choice matters, how windows change a space, what they look for. This builds B2B affinity AND makes compelling B2C content. | Reels (designer walks through a project) + Static (quote card with designer portrait) |
Target: 4–5 feed posts + daily Stories per week
| Week | Theme Focus | Post Breakdown | Story Series |
|---|---|---|---|
| Week 1 "Meet Tulio" |
Reintroduce the brand. Set the tone for what's to come. Lead with the founder's story and the "Window Apparel" philosophy. |
Mon: Reel — "From Tulips to Tulio: 30 Years" (founder story montage) Wed: Carousel — "What Is Window Apparel?" (5 slides explaining the concept) Thu: Reel — Texture ASMR (close-up of fabrics being handled, folded, hung) Sat: Static — Brand quote: "No two spaces look the same" |
"Inside the Tulio Workroom" — 5-frame BTS of the New Delhi workshop. Raw, unpolished. |
| Week 2 "How It's Made" |
Craft & process. Take people inside the making. Show the hands, the clusters, the 47 steps. |
Mon: Reel — "What You See vs. What Goes Into It" (finished room vs. craft process) Wed: Carousel — "Journey of a Suzani Curtain: From Craft Cluster to Your Living Room" Fri: Reel — "Meet [Artisan Name]" — 30-second portrait of a workroom artisan Sat: Static — Detail close-up of embroidery with a line from the maker |
"Fabric Swatches" interactive — Show 3 fabrics, let audience pick for a styled mockup. Poll + results. |
| Week 3 "Design Smart" |
Education & authority. Position Tulio as the expert. Content architects want to save and share with clients. |
Mon: Carousel — "5 Things Your Interior Designer Wishes You Knew About Curtains" Wed: Reel — Quick tip: "Sheer vs. Blackout: The 30-Second Guide" Thu: Carousel — "How to Choose Curtain Fabric for Your Bedroom" (from their magazine content) Sat: Reel — Before/After room transformation reveal (Real Tulio Home) |
"Ask Tulio" Q&A — Collect questions via story sticker, answer 3–4 with styled text cards. |
| Week 4 "Community" |
Architects, real homes, UGC. Feature the design community. Activate #MyTulioHome as a content engine. |
Mon: Reel — Architect/designer walks through a Tulio project, explaining choices Wed: Carousel — "3 Tulio Homes, 3 Different Styles" (Dubai villa, Pune apartment, Belgian home) Fri: Reel — UGC compilation or repost of best #MyTulioHome submissions Sat: Static — Quote from a designer about why they choose Tulio |
"The Designer's Pick" — An architect selects their 3 favorite Tulio fabrics and explains why. Story takeover. |
These are detailed enough to shoot on phone and produce in 1–2 hours. Each is tied directly to one of the 5 themes above.
Theme: Fabric Journeys Format: 15–20s Reel
Concept: A split-second reveal that contrasts the finished elegance of a Tulio curtain in a room with the raw craft that went into making it. Designed to stop the scroll and communicate craft heritage in under 20 seconds.
| Time | Visual | Text / Audio |
|---|---|---|
| 0–2s | Slow pan across a beautiful curtain in golden light. The fabric catches the sun. Everything feels finished, serene. | Text overlay: "You see a curtain." Sound: Soft ambient room tone |
| 2–5s | HARD CUT to hands weaving on a loom. Close-up of thread being pulled. Fingers guiding embroidery needles. Fabric being stretched on a frame. | Text: "We see months of craft." Sound: Loom clicking, scissors snipping (ASMR) |
| 5–9s | Quick cuts (0.5s each): Fabric dye bath → Pattern cutting → Quality check under light → Steam pressing → Careful folding → Measurement tape on a window | Text: "Sourced. Stitched. Measured. Fitted." Sound: Beat picks up slightly, rhythmic |
| 9–13s | Cut back to the same curtain from the opening shot. Camera slowly pulls back to reveal the full room — the curtain completing the entire space. Natural light pours through the sheer layer. | Text: "Window Apparel. Made to Measure." Sound: Music resolves to a gentle note |
| 13–16s | Tulio logo centered on a warm cream background. | Text: tulio.design Sound: Subtle sting |
Theme: Fabric Journeys + Design Authority Format: 5-Slide Carousel
Concept: Pick Tulio's Suzani collection (Central Asian embroidery tradition) and tell its story from ancient craft to modern window. This is a save-worthy, share-with-your-designer piece.
| Slide | Visual | Text |
|---|---|---|
| 1 (Hook) | Close-up of Suzani embroidery pattern on a Tulio curtain. Rich, textural, beautiful. | "This pattern is older than your city." Swipe to learn its story → |
| 2 (Origin) | Reference image of traditional Suzani textile / Central Asian craft | "Suzani" comes from the Persian word for needle. For centuries, women in Central Asia embroidered these textiles as dowry pieces — each stitch carrying wishes for prosperity, health, and beauty. The motifs (pomegranates, sun discs, vines) aren't decorative. They're symbolic. |
| 3 (Tulio's Interpretation) | Flat lay or detail shot of Tulio's Suzani collection fabric | Tulio's Suzani collection reimagines this tradition for modern windows. The embroidery is adapted for drape and movement. The motifs are scaled for residential spaces. The fabrics are sourced ethically and crafted in our New Delhi workroom. |
| 4 (In a Room) | Styled room shot with Suzani curtains installed (use a Real Tulio Home photo or mockup) | In a room, it becomes something else entirely. The pattern catches light differently at every hour. The hand-embroidered texture adds a warmth that printed fabric simply can't replicate. It's the detail guests notice but can't quite name. |
| 5 (CTA) | Tulio logo + collection name on warm background | The Suzani Collection Made to measure. Made with meaning. Explore at tulio.design — link in bio |
Theme: The People of Tulio Format: 60s Talking Head / Voiceover Reel
Concept: A simple, authentic, camera-facing (or voiceover) piece that tells Raajkumarri Mutha's origin story. This is the single most valuable piece of content Tulio isn't making. Founders humanize brands. In the age of D2C, this is non-negotiable.
This document gives you the research foundation. Spend this hour on what it can't cover: browse every page of tulio.design (especially Suzani, Jungalow, Cornucopia collections), scroll through all 366 Instagram posts noting top-performing content (like/comment counts), and screenshot 10–15 reference images you'll use in your slides. Note specific product names, fabric close-ups, and any Real Tulio Homes imagery you can reference.
Use the brand understanding text and 30-day strategy from this document as your skeleton. Rewrite in your own voice — add your genuine observations from the research hour. Design 3–4 clean slides in Canva/Figma using Tulio's warm earthy palette (cream backgrounds, EB Garamond headings, warm brown/gold accents).
Reel (30 min): Shoot 5–8 close-up clips on your phone — fabric textures, thread, sunlight through curtains, your hands handling material. Edit in CapCut using the shot list above.
Carousel (25 min): Build the 5-slide Suzani carousel in Canva. Use the copy provided, adapt with your observations.
Founder script (20 min): Either record as a voiceover demo OR create a 6-frame visual storyboard in Canva.
Assemble everything into a single PDF presentation (10–12 slides max). Order: Cover → Brand Understanding → Opportunity → 30-Day Strategy → Content Theme Breakdown → Calendar → Content Piece 1 (Reel storyboard + link) → Content Piece 2 (Carousel mockup) → Content Piece 3 (Script/Storyboard) → Closing slide. Upload video to Google Drive.
Proofread. Check that every reference to Tulio uses specifics (fabric names, studio locations, founder name). Create a single Google Drive folder with PDF + video file. Set sharing to "Anyone with link." Email to sidarrth@tulio.design with subject: "Assignment Submission — Head of Content & Digital Storytelling — [Your Name]"
"We are not looking for perfection — we are looking for thought process, creativity, understanding of storytelling, effort and intent." — Assignment Brief