Blending Global Scale, Design Innovation, and Conscious Living in India’s Fast-Evolving Décor Market
In the world of home décor, few names resonate with as much authority and elegance as D’Decor—one of the largest exporters of upholstery and curtain fabrics in the world, headquartered in India. With over two decades of pioneering excellence, D’Decor has not only transformed millions of homes globally but has also redefined the way Indian consumers perceive luxury and functionality in home fashion.
At the heart of this transformative journey is Mr. Sanjay Arora, Managing Director of D’Decor Exports, whose vision and leadership have steered the company into global prominence. Under his guidance, D’Decor has built a manufacturing empire powered by cutting-edge technology, design innovation, and customer-centricity—supplying to over 65 countries and commanding one of the most sophisticated textile production facilities in the world.
Now, a compelling new chapter unfolds with the launch of Sansaar, a modern home lifestyle brand that blends aesthetics with consciousness. Spearheaded by the next-generation leaders Sanjana Arora and Sarah Arora, Sansaar embodies a refreshing ethos—conscious living, responsible sourcing, and timeless design. Designed and developed for the evolving Indian home, Sansaar captures the essence of sustainable luxury with a warm, emotional narrative.
In this exclusive interview, Mr. Sanjay Arora, along with his daughters Sanjana and Sarah, open up about D’Decor’s legacy, the strategic vision behind Sansaar, the immense potential of India’s domestic home textile market, and how design, sustainability, and innovation are at the core of everything they create. From textile technology to storytelling, the conversation offers rare insights into how one of India’s most iconic home textile families is shaping the future of interiors—both at home and abroad.
The Journey & Growth of D’Decor
Question : What was your vision when launching D’Decor in 2010, and how has it evolved to become the world’s largest curtain and upholstery brand?
Sanjay Arora : At the time, India lacked a homegrown brand offering world-class furnishings, despite having the capability to produce them. We saw a clear gap: a fragmented local market, an over-reliance on imports, and a rising demand driven by real estate growth. We started D’Decor to bridge this very gap. Today, we operate five advanced manufacturing facilities, including India’s first fully automated textile warehouse, and serve over 65 countries with our 20,000+ SKUs.
Question : What were the biggest challenges you faced in scaling D’Decor, and how did your global experience influence the company’s growth?
Sanjay Arora : The biggest challenge in scaling D’Decor was shifting the perception that Indian mills did not have the capabilities to match European manufacturing. We had to invest time in proving on an international platform that European quality and design can be delivered in India. Our global experience helped us build robust systems early, which allowed us to scale efficiently. Today, our business is split equally between domestic and export markets, both experiencing over 42% growth in the last three years, with a CAGR of 14%.
Question : With over 20,000 copyrighted designs and exports to 65 countries, how does D’Decor stay ahead of global competition in home textiles?
Sanjay Arora : Innovation is at D’Decor’s very core. We introduce over 3,000 new SKUs annually while phasing out nearly 1,000 from the previous year, ensuring our portfolio reflects shifting trends. Our collections are inspired by global insights, local preferences, and precision, offering diverse aesthetics and price points. This combination of innovation, speed, and design leadership has positioned us at the forefront of a fast-evolving market.
Retail Expansion & Business Strategy
Question : You’ve been instrumental in expanding D’Decor’s retail presence. What key strategies have driven this growth, and what’s next for domestic expansion?
Sanjana Arora : Expanding D’Decor’s retail footprint has been about striking the right balance between accessibility and aspiration. Today, not only are we present in all Tier 1 cities, but a solid 26% and 22% of our stores are in Tier 2 in Tier 3 respectively, underscoring our commitment to building a truly pan-India presence. Our growth has been driven by a multi-pronged strategy: a curated mix of flagship stores, multi-brand outlets, and exclusive partnerships to ensure reach without dilution.
As we look ahead, our focus remains on high-potential domestic markets, where we continue to refine the retail experience through innovation and insight into consumer behaviour.
Question : How are you leveraging technology and evolving consumer preferences to shape D’Decor’s future retail and digital strategy?
Sanjana Arora : We see retail’s future as phygital – a seamless blend of immersive in-store experiences and intelligent digital touchpoints. At the heart of this vision is a future-forward mindset, grounded in R&D, sustainability, and evolving consumer expectations. Once an order is placed, our fully automated robotic warehouse is equipped to cut and deliver the fabric within just 36 hours. This speed is made possible by advanced packing systems and end-to-end vertical integration, ensuring precision, efficiency, and customer satisfaction at every step.
Questions : D’Decor was the first decor textile retail chain to implement ERP across all stores. How has this transformed operations and customer experience?
Sanjana Arora : In a strategic move to future-proof our operations, we partnered with KPMG to implement Microsoft Dynamics ERP across our retail network which has fundamentally transformed our operations. It has streamlined everything from production, inventory, logistics, and sales, enabling real-time tracking and data-driven forecasting. The result is sharper inventory planning, reduced wastage, faster and more responsive customer service, and a seamless in-store experience.
Questions : How has D’Decor successfully built a strong global distribution network, and what are your focus markets for future expansion?
Sanjana Arora : Our global distribution is anchored in strategic market selection, long-standing distributor relationships, and a well synchronised supply chain. Today, our products are available across 65+ countries in over 300 cities, supported by 8 core distributors and a network of 1,400+ retail counters.
Looking ahead, we’re deepening our presence in key focus markets like the US, UK, and Middle East, while also entering high-growth emerging regions through customised offerings and targeted market strategies.
International Growth & Product Innovation
Questions : You’ve led product innovation at D’Decor—what are the current global trends in home textiles, and how is D’Decor staying ahead in terms of design and sustainability?
Sarah Arora : Globally, the home textile industry is moving towards cleaner design narratives, sustainable materials, and multi-functional products. And so is D’Decor. Our portfolio of 20,000+ SKUs across categories is constantly refreshed to align with global shifts. Sustainability isn’t a siloed effort, but central to our innovation and design philosophy.
Questions : What role does sustainability play in D’Decor’s product development, and how do you balance aesthetics, functionality, and eco-conscious manufacturing?
Sarah Arora : We’ve institutionalised sustainability across product development and manufacturing from responsibly sourced raw materials to ethically run facilities. Our fabrics are certified for safety, transparency, and traceability under OEKO-TEX Made in Green and Standard 100, while the Global Recycled Standard and Organic Content Standard affirm our commitment to circularity and organic sourcing. With ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 guiding our quality, environmental, and occupational safety frameworks, and SMETA and WCA audits ensuring ethical workplace practices. We’re building a brand that’s as conscious as it is design-led.
The Launch & Growth of Sansaar
Questions : What inspired the launch of Sansaar, and how does it differentiate itself in the sustainable home textiles market?
Sanjana and Sarah : Sansaar was born from the vision of taking D’Decor’s commitment to sustainability one step further, and focusing explicitly on conscious living without compromising on the luxury touch and feel. From sourcing sustainable yarns to recycling 50% of manufacturing water and operating on renewable energy, every aspect of Sansaar reflects our intent to drive real change in the category. We have over 2,000 SKUs across 30 thoughtfully curated collections to prove that eco-responsibility and a premium aesthetic can go hand in hand.
Question : Sansaar has reached over 500 stores in just one year, with a 35% growth rate. What factors have driven this rapid success, and what’s the roadmap to becoming a ₹500 Crore brand?
Sanjana and Sarah : Sansaar’s growth has been driven by a clear market appetite for sustainable alternatives that don’t compromise on style. Powered by D’Decor’s robust distribution system and responsible manufacturing practices, we’ve been able to scale with purpose and precision. The association with Ranveer Singh has further increased brand equity. Even in the next chapter of the brand, we’ll continue charting similar growth through deeper market penetration, curated collections, and a strong omni-channel push.
Questions : What are the biggest challenges in scaling sustainability in home textiles, and how is Sansaar overcoming them?
Sanjana and Sarah : The path to scaling sustainability is layered with material sourcing, cost management, and process integration posing constant challenges. But we’ve been able to tackle this quite effectively by implementing green practices at a grass root level across the value chain. From generating 3 million watts of solar power to recycling half of all water used and adopting 100% recycled packaging, our systems are built for scale and impact. With rigorous testing at NABL-certified labs, we ensure that every product meets both environmental and performance benchmarks.
Leadership, Family Business & Future Vision
Question : Mr. Sanjay Arora, how has your leadership evolved with the next generation stepping in, and what’s your vision for the company’s future?
Sanjay Arora : Watching Sanjana and Sarah step into the business has been incredibly rewarding. Sanjana drives distribution and retail, while Sarah focuses on product and Sansaar creations – their distinct strengths complement the brand beautifully. I think a family business, if run with focus and passion, is a great situation.
Question : Sanjana & Sarah, what has been your experience working in a family-led business, and how do you divide responsibilities to leverage each other’s strengths?
Sanjana and Sarah : Working in a family business allows us to blend tradition with flexibility, combining our individual expertise for a unified vision. Sanjana drives sales, market expansion, and brand strategy, while I (Sarah) focus on product design, innovation, and digital transformation. This collaborative dynamic has been key to Sansaar’s success, as it allows us to operate independently within our domains while still maintaining a cohesive strategy.
Question : Finally, what exciting new initiatives or innovations can we expect from D’Decor and Sansaar in the coming years?
Sanjay Arora : At D’Decor, we’re focused on scaling with purpose – introducing new SKUs annually across high-growth categories like outdoor fabrics, and performance upholstery. We’re also modernizing the retail experience, with a more digital, immersive store format.
Sanjana and Sarah : For Sansaar, the vision is to grow into a ₹500 crore brand within three years. This includes launching more standalone stores, expanding our product portfolio with made-to-measure curtains, spill-safe endurance fabrics, the newly launched bedding line, and over 30 new collections as part of Collection 2025; including biodegradable fabrics, introducing leather and velvet products, and bold prints.. We’re also laying the groundwork for a franchise model across India. On the sustainability front, we’ve invested $3.5M to go 60% solar, recycle 50% of the water we use (with a target of 80% by end-2025), adopted eco-friendly dyeing, recycle 100% of non-hazardous waste, and have reduced boiler house emissions by up to 75%.
A Vision Woven with Legacy and Innovation
The journey of D’Decor and Sansaar is a testament to how vision, innovation, and values can transform a business. From establishing India’s first integrated furnishing brand to building a new-age, sustainability-led home textile brand, the Arora family has set new benchmarks in the industry.
As Mr. Sanjay Arora rightly says, “A family business, if run with focus and passion, can be a great situation.” With Sanjana and Sarah at the helm of Sansaar, and with D’Decor continuing to innovate at a global scale, the future of Indian home textiles looks not just promising but purpose-driven.
In the world of modern décor, one thing is becoming increasingly clear: true luxury is not just about how a home looks it’s about how it lives.