PEAKLIFE

By Abhya Adlakha

Sansaar, which means ‘world’ in Sanskrit, weaves together two distinct threads—luxury and consciousness—creating a new narrative in India’s home furnishing story. Founded by sisters Sanjana and Sarah Arora under the aegis of D’Decor, the world’s largest maker of soft furnishing fabrics, this new venture reimagines their father’s legacy through the lens of mindful luxury.

From its launch with Bollywood’s energetic Ranveer Singh as ambassador to its swift expansion across 450 stores pan-India, Sansaar has quickly established itself as more than just another premium furnishing brand. The Arora sisters bring complementary strengths to the table—Sanjana’s business acumen paired with Sarah’s creative vision—as they transform their father’s innovative spirit into a contemporary story of conscious luxury. Excerpts from a conversation:

Excerpts from a conversation:

How do you balance preserving D’Decor’s legacy while bringing your own vision to Sansaar?

Sanjana: D’Decor is a brand built on innovation, craftsmanship, and an unwavering commitment to quality, values that we deeply respect and continue to uphold. However, as the next generation, I also see a growing shift in consumer preferences towards sustainability and conscious luxury. With Sansaar, we’ve taken these values forward, reimagining them for modern homes that prioritize both aesthetics and environmental responsibility. It’s a balance of honouring what our father built while ensuring that we evolve with the times, integrating new-age materials, ethical sourcing, and a fresh design perspective.

Sansaar is all about luxury and sustainability. How do you strike the perfect balance between the two?

Sarah: Luxury and sustainability are often perceived as opposites, but we see them as complementary. True luxury today is about thoughtfulness, how a product is made, where it comes from, and the impact it leaves behind. We use high-quality, responsibly sourced materials that don’t just look and feel opulent but also contribute to a more sustainable future.

In a world that’s increasingly tech-driven, how do you see technology shaping the future of home décor?

Sanjana: Technology is revolutionizing home décor in multiple ways, from digital visualization tools that allow customers to see how fabrics will look in their space before purchasing, to AI-driven personalization that tailors recommendations based on lifestyle preferences. On the production side, advancements in smart textiles and sustainable manufacturing techniques are enabling us to create high-performance fabrics that are both functional and eco-friendly. As the industry evolves, we see technology as an enabler of both convenience and conscious consumption.

With a presence in over 450 stores, what have been your key learnings about the Indian market’s readiness for conscious luxury in home furnishings?

Sanjana: The Indian consumer is evolving rapidly. There’s a growing awareness of sustainability, and more homeowners today are actively seeking products that align with their values. However, they also don’t want to compromise on style or comfort, which is where the concept of ‘conscious luxury’ comes in. Our key learning has been that education plays a huge role when customers understand the craftsmanship, material innovation, and ethical considerations behind a product, they are more inclined to invest in it. The demand for mindful living is here; it’s about presenting it in a way that feels aspirational yet accessible.

What role does Indian design heritage play in Sansaar’s collections, and how do you modernize these elements for contemporary homes?

Sarah: Indian design heritage is a constant source of inspiration for us. From timeless patterns to classic motifs, our collections pay homage to India’s rich artistic traditions. We reimagine these elements with a modern approach by incorporating contemporary colour palettes, refined textures, and versatile designs that blend effortlessly into today’s global homes. It’s about honouring heritage while making it feel fresh, relevant, and suited for modern living.

As sisters leading different aspects of the business, how do your individual strengths complement each other?

Sanjana & Sarah: We have distinct yet complementary strengths which ensure a well-rounded leadership. Sarah focuses on product innovation and design, digital strategy, and all things creative, while Sanjana spearheads sales, market expansion, and brand building. At the same time, both of us share a strong business acumen and play key managerial roles, making strategic decisions better. This dynamic allows us to approach challenges from different perspectives and bring both vision and execution to the table. Ultimately, our shared goal is to create a brand that reflects our combined expertise while staying true to our family’s legacy.

What’s the most valuable lesson you’ve learned from your father’s journey in building D’Decor?

Sanjana: Resilience and adaptability. Our father built D’Decor with an unwavering commitment to excellence, but what truly set him apart was his ability to evolve with the times. He embraced innovation, took risks, and always prioritized quality. His journey has taught us that success isn’t just about having a vision—it’s about continuously adapting, listening to the market, and staying ahead of the curve without losing sight of core values.

What’s the one design rule you love to break?

Sarah: The idea that everything has to match perfectly! We love mixing textures, blending old with new, and creating spaces that feel layered and personal rather than overly coordinated. Design should be about self-expression, not rigid rules.

Lastly, for those new to sustainable living, where is the best place to start when it comes to home décor?

Sarah: Start small—incorporate natural fibres, choose high-quality pieces that last, and be mindful of the materials you bring into your home. Opt for brands that prioritize ethical sourcing and transparency. Sustainability isn’t about overhauling your entire space overnight; it’s about making thoughtful choices that collectively create a meaningful impact.