D’Decor and Sansaar: Ushering in a New Era of Sustainable Elegance in Indian Homes
In India’s fast-evolving home décor industry, few brands command as much respect and global recognition as D’Decor. Recognized as one of the largest exporters of curtain and upholstery fabrics worldwide, the company has spent over two decades redefining how consumers across continents experience home fashion—offering a blend of luxury, durability, and cutting-edge design.
Behind D’Decor’s remarkable growth is Mr. Sanjay Arora, Managing Director of D’Decor Exports, whose strategic vision and leadership have positioned the company at the forefront of global home textile innovation. Through state-of-the-art manufacturing, a design-first approach, and customer-centric practices, D’Decor today serves more than 65 countries and operates some of the most advanced production facilities in the global textile industry.
Adding a fresh dimension to its legacy is the newly launched brand Sansaar—a lifestyle-focused home brand rooted in sustainable values. Led by Sanjana Arora and Sarah Arora, the next-generation leaders of the Arora family, Sansaar brings together environmentally conscious practices, thoughtful sourcing, and timeless aesthetics. Created specifically for the Indian consumer’s evolving lifestyle, the brand is emotionally resonant while staying true to its eco-conscious philosophy.
In a rare joint interview, Mr. Sanjay Arora, along with Sanjana and Sarah, discuss D’Decor’s evolution, the founding principles of Sansaar, and the strategic role India’s domestic market will play in shaping the future of their business. The conversation reveals how design, technology, and sustainability are deeply intertwined in their vision—turning home textiles into an immersive, purposeful experience for consumers in India and globally.
Q&A Highlights:
Q: What was your original vision when launching D’Decor in 2010, and how has the brand evolved into a global leader?
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.”
Q: What challenges did you face while scaling D’Decor, and how did international experience support your journey?
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%.”
