Designing Tomorrow: Sanjana and Sarah Arora on Sustainable Luxury with Sansaar

TVC Media Team had the privilege to talk to Sanjana and Sarah Arora, the visionary entrepreneurs behind Sansaar, a transformative brand redefining home décor under the D'Decor umbrella. D'Decor, founded in 1999, is celebrated as the world’s largest producer of soft furnishings, setting benchmarks in innovation and sustainability. Its offerings range from luxurious curtains and upholstery to cutting-edge performance fabrics, embodying aspirational living.

Launched in 2024, Sansaar reflects the Arora sisters’ commitment to blending luxury with sustainability. With eco-friendly practices like solar-powered production and recycled materials, Sansaar’s collections inspire conscious living without compromising elegance. Sanjana and Sarah’s forward-thinking approach has positioned Sansaar as a key player in sustainable home décor, expanding rapidly across India.

Through this exclusive conversation, TVC Media delves into their journey, exploring how they are shaping homes—and lifestyles—with beauty, responsibility, and innovation.

What inspired you both to join D'Decor, and how did you navigate the challenges of transitioning into leadership roles within a family-owned business?

Sanjana: Growing up around D’Decor, I naturally developed a deep connection to the brand. Stepping into a leadership role came with its own set of challenges—balancing the legacy of a family business while driving innovation wasn’t easy. But staying open to new ideas, trusting the team’s expertise, and blending tradition with a fresh perspective helped me find my footing.

Sarah: For me, joining D’Decor was about honoring its legacy while helping shape its future. Transitioning into leadership meant earning trust and aligning my vision with the brand’s core values. It took a lot of listening, adapting, and focusing on strategic growth to navigate this shift, but staying true to the brand’s essence made all the difference.

Sanjana, could you elaborate on your role in introducing new product categories like rugs and blinds? Similarly, Sarah, what was your vision behind diversifying D'Decor’s premium fabric collections and ready-made offerings?

Sanjana Arora

Sanjana: Expanding into rugs and blinds was about offering a more holistic approach to home décor. We wanted to create a seamless experience where customers could find complementary pieces under one roof. I saw a clear gap in the market and an opportunity to diversify D'Decor's product offerings.

Sarah: The vision behind diversifying our fabric collections and ready-made offerings was to make high-quality luxury more accessible at affordable prices. For the domestic market, we focused on offering bedding that delivers value for money while introducing a global essence through curated colors and collections. With our existing operations, expanding ready-made offerings for the export market was a natural next step—especially with innovations like spill-safe technology in upholstery, which reflects our commitment to both style and practicality.

Sanjana, as the head of retail and domestic distribution, how do you approach expanding D'Decor’s retail footprint in India? Sarah, how do you ensure D'Decor remains competitive in global markets while catering to diverse consumer preferences?

Sanjana: Expanding D'Decor’s retail presence in India is about striking the right balance between accessibility and exclusivity. We’ve focused on opening flagship stores in key metros and tier-1 cities while strengthening our presence through multi-brand outlets and exclusive partnerships. The goal is to provide a premium, consistent brand experience across all touchpoints, ensuring that customers can engage with D'Decor’s full range of offerings no matter where they are.

Sarah: Competing globally means understanding local preferences without losing our core identity. We adapt our designs to suit regional aesthetics and lifestyle needs while maintaining the quality and innovation that define D'Decor. Price, quality, and service are key factors in how we compete—offering competitive pricing, ensuring an efficient supply chain, and consistently adapting manufacturing techniques to keep pace with changing times have been crucial in staying relevant and ahead of trends in diverse markets.

D'Decor has been a pioneer in integrating technology like robotic warehousing and ERP systems. How do you both see technology shaping the future of home furnishings?

Sanjana and Sarah: Technology is playing a pivotal role in shaping the future of home furnishings. Our investment in robotic warehousing has significantly improved supply chain efficiency, enabling faster production and delivery. We’re also focusing on enhancing sustainable production through advanced automation and smart manufacturing processes, ensuring that we meet growing consumer demand for eco-friendly home solutions while maintaining the highest standards of quality and design.

Sansaar has made significant strides in eco-conscious living within just one year. What motivated you to launch this brand, and how do you ensure its sustainability initiatives align with consumer expectations?

Sanjana and Sarah: The motivation behind launching Sansaar was to meet the growing demand for premium, sustainable home décor. Consumers today are more conscious about the environmental impact of their choices, and we saw an opportunity to create a brand that blends luxury with responsibility. From manufacturing eco-friendly materials to adopting sustainable production processes, every aspect of Sansaar is designed to minimize environmental impact while delivering exceptional quality and design.

As sisters leading different verticals of the business, how do your leadership styles complement each other? How do you collaborate to drive the overall vision of D'Decor and Sansaar?

Sarah and Sanjana: At the end of the day, everything works hand in hand. We analyze data from our collections to understand what’s performing well, and combining those insights with Sanjana’s operational expertise helps us make informed decisions. While we each bring our own strengths to the table, we share a common commitment to excellence, customer focus, and forward-thinking growth. Leading different verticals gives us diverse perspectives, enabling us to make balanced decisions and adapt to market trends. Our close collaboration—driven by data, market insights, and product innovation—helps us maintain brand consistency, push boundaries, and deliver a seamless customer experience while staying true to the essence of D'Decor and Sansaar.

Sarah Arora

Sarah, under your leadership, D'Decor’s CSR strategy has gained prominence. Could you share some key initiatives and their impact on the community? Sarah: We believe that giving back to the community is integral to our identity. Our key CSR initiatives focus on supporting local artisans, individuals with disabilities, promoting skill development, and driving sustainability. Through Project Shiksha, our mission is to empower future generations by redeveloping rural schools and strengthening their basic as well as educational facilities. We also work closely with a few other organizations that focus on mental health awareness and support, ensuring that emotional well-being is prioritized within the communities we engage with.

How do you balance D'Decor’s legacy as a family business with the need to innovate and adapt to modern consumer demands?

Sanjana and Sarah: Balancing tradition with innovation is at the heart of D'Decor’s growth strategy. We deeply value the craftsmanship and quality that define our legacy while recognising the importance of evolving with modern consumer preferences. This means preserving the artistry and expertise that have been passed down through generations while introducing contemporary designs, sustainable materials, and innovative product categories like smart textiles and ready-to-use home furnishings. By blending heritage with forward-thinking strategies—such as expanding our digital presence and enhancing the customer experience—we ensure that D'Decor remains relevant and aspirational for today’s discerning consumers.

What are your long-term goals for both brands? How do you plan to scale Sansaar into a ₹500 crore brand while maintaining its commitment to sustainability?

Sanjana and Sarah: Our long-term vision for D'Decor is to strengthen our leadership in the global premium home furnishings market by further solidifying our presence in key international markets like the USA, Europe, and the Middle East. Innovation will remain central to our strategy, with a focus on smart textiles and sustainable solutions.

For Sansaar, the goal is to scale it into a ₹500 crore brand over the next five years through strategic market penetration and product diversification. We plan to open standalone stores and partner with key retailers, of course, while staying true to Sansaar’s core value of sustainability. This includes investing in eco-friendly production processes, using responsibly sourced materials, and meeting the growing demand for conscious luxury.

What are some personal inspirations that drive your creativity and decision-making? Additionally, what challenges have you faced as women leaders in a traditionally male-dominated industry?

Sarah: Playing football from a young age has shaped the way I think, lead, and compete. It taught me valuable lessons about teamwork, making quick decisions under pressure, and handling both success and setbacks with resilience. Football isn’t just about skill—it’s about consistency, perseverance, and the ability to push forward despite challenges, all of which have helped me navigate the fast-paced business world with confidence and adaptability.

Creatively, I’ve drawn inspiration from a few luxury brands and hotel chains—the way a well-designed space paired with exceptional service can evoke comfort and emotion is something I aim to reflect in every collection.

Sanjana and Sarah: Our parents have also been a huge source of inspiration. Our father’s meticulous attention to detail and patience have influenced how we approach design and business, ensuring that every fabric and finish meets the highest standards. Our mother’s resilience has taught us the importance of perseverance, especially in an industry that’s constantly evolving.

Sanjana: One of the biggest challenges has been navigating industry meetings where I was often one of the few women at the table. Over time, I’ve learned to hold my ground, trust my instincts, and lead with confidence. Building a strong network of industry allies has also helped break down these barriers.