At BW Businessworld, we spoke with Sanjana and Sarah Arora, the co-founders of Sansaar, a home decor brand that is part of D'Decor, a well-known manufacturer of soft furnishing fabrics, to learn more about their ambitious vision of reaching Rs. 500 crore.
What has made Sansaar stand out in the market?
Since its inception, Sansaar has stood out by simplifying home living through well-designed, high-quality essentials that are made for everyday use. The brand focuses on creating products that balance comfort, durability, and understated design, rather than chasing trends. With strong in-house manufacturing capabilities, Sansaar ensures consistency, better control over materials, and long-term reliability. This combination of practical design, dependable quality, and a no-excess approach to modern living is what sets it apart in the market.
You started Sansaar in 2024. How has the growth been so far in terms of revenue and expansion?
The response since its launch in 2024 has been extremely encouraging. Within the first year, we have scaled to over 450 retail touchpoints across more than 100 cities, including a strong network of franchise stores. The brand is currently delivering 56 per cent year-on-year growth, reflecting both consumer acceptance and the strength of our operational model.
Our expansion has been primarily offline-led, given the tactile nature of home décor, but we are simultaneously building a robust omnichannel presence to support discovery and convenience. Internationally, we’ve already established a presence in the GCC region, along with South Africa and Southeast Asia. The growth so far reinforces our belief that there is a strong demand for products that balance design, quality, and conscious living.
How do you make your stores experiential?
Our stores are designed to be immersive environments where customers can experience textures, fabrics, and coordinated collections in a real-life setting.
We focus on curated storytelling within the store, showcasing complete looks across categories such as bedding, curtains, and upholstery. This allows customers to see how different elements interact, making the decision-making process more intuitive. At the same time, our store teams are trained to offer personalised guidance, ensuring that each customer’s aesthetic and functional needs are addressed.
How do you stay connected with your customers and ensure their feedback is taken into account?
We gather insights through multiple touchpoints, including in-store interactions, franchise partner feedback, and digital engagement across platforms. Because of our scale and integrated operations, we’re able to quickly translate these insights into product and process improvements. Whether it’s expanding a popular category, refining designs, or enhancing durability and functionality, customer feedback directly informs our decisions. This continuous feedback loop helps us remain relevant while also anticipating emerging preferences.
How are you working sustainability into your offering?
Sustainability at Sansaar is embedded in both our products and operations, with clearly defined, measurable goals. We are working towards reducing greenhouse gas emissions by 50 per cent by 2030, and increasing our renewable energy contribution to 60 per cent by 2026, up from the current 8 per cent generated through rooftop solar.
We are also transitioning from coal-based thermal energy to more eco-friendly alternatives like briquettes, while continuously monitoring air emissions. On the water front, 50 per cent of our water is already recycled through non-chemical treatment processes.
From a product standpoint, we are incorporating recycled and organic materials, with 10 per cent of our yarns already reflecting this shift, and increasing the use of recycled content in packaging. Additionally, we are gradually transitioning our logistics network from diesel to electric vehicles. The goal is to create a system where sustainability is not an add-on, but an integral part of how we operate.
What is your vision, and where do you see the brand in the next two years?
Our vision for Sansaar has always been to go beyond being just a home furnishings brand and evolve into a conscious lifestyle choice for modern households. We believe the future of home living lies in products that are thoughtfully designed, responsibly made, and built for everyday comfort - and that is the space Sansaar aims to lead.
Over the next two years, our focus is on scaling this vision globally while strengthening Sansaar’s identity as an Indian brand with international relevance. With a clear Rs. 500 crore vision, we are expanding our footprint across key markets, investing in innovation, and building collections that combine design, functionality, and sustainability in a meaningful way. As consumers become increasingly mindful about the spaces they create, we want Sansaar to be recognised as a trusted brand that makes conscious living both aspirational and accessible. |
