Mumbai-based D’Decor Home Fabrics Pvt. Ltd., one of the world’s largest manufacturers of curtains and upholstery fabrics, is gearing up for a major global push. The company is setting its sights on international expansion for its new brand, Sansaar, while targeting a Rs 500 crore valuation within the next five years, according to top executives.
Going Global with Sansaar
“Over the next five years, our focus is to strengthen our leadership in innovation and aggressively expand into global markets, including the USA, Europe, and the Middle East,” said Sanjana Arora, co-founder of Sansaar.
Together with her sister Sarah Arora, the duo has built a reputation for quality craftsmanship and contemporary design. “We’re not just entering new markets—we’re bringing the best of Indian design to a global audience,” said Sarah, emphasizing that the company collaborates with Italian design houses to stay ahead of global trends.
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D’Decor’s manufacturing facility near Mumbai is a powerhouse of innovation, boasting over 10,000 patented designs and an export network spanning 65+ countries. Some of the world’s leading home décor brands are among its clients, a testament to its design expertise and production capabilities.
Sansaar: The Brand Fueling Domestic Growth
While D’Decor has established itself internationally, Sansaar, launched in April 2024, is shaping up to be a key driver of domestic growth.
“We’re confident that Sansaar will be a Rs 500 crore brand in the next five years,” the co-founders said. Their growth strategy includes:
✔ Expanding retail presence through standalone stores, franchise networks, and strategic partnerships.
✔ Diversifying the product range, moving beyond curtains and upholstery into bedding and other home essentials.
✔ Leveraging digital technology to create a seamless shopping experience.
D’Decor has already rolled out a user-friendly app and online portal where customers can browse real-time pricing, stock availability, e-catalogs, and order tracking.
“Our fully robotized central warehouse and automated weaving machines ensure precision and efficiency in every product we create,” said Sanjana, highlighting the company’s commitment to cutting-edge technology.
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Marketing, AI, and the Power of Personalization
To amplify Sansaar’s reach, D’Decor is embracing AI-driven personalization, targeted social media campaigns, and OTT platform marketing.
“We’re collaborating with architects, interior designers, and influencers to increase brand visibility—not just in metro cities but also in Tier 1 and Tier 2 markets,” said Sanjana.
User-generated content (UGC) is playing a big role in their strategy. Real-life home transformations shared by customers are being promoted across social media, reinforcing authenticity and community engagement.
‘Globally Local’: A Strategy That Works
D’Decor’s ability to blend global trends with local preferences has been key to its success.
“Our in-house design team keeps a pulse on international styles while adapting them to regional aesthetics,” explained Sarah. “This way, our products feel contemporary yet culturally relevant.”
Sustainability: A Core Commitment, Not a Trend
D’Decor isn’t just innovating in design—it’s setting a new standard for sustainable luxury.
The company has integrated eco-friendly practices at every stage, from R&D and production to packaging. “For us, sustainability isn’t a buzzword—it’s a fundamental value,” said Sarah. “By investing in smart textiles and responsible manufacturing, we’re redefining the home furnishings industry.”
A Legacy of Innovation and Star Power
Founded as Dicitex Decor Pvt. Ltd., D’Decor has been at the forefront of India’s home furnishings industry for 13 years. The company was the first in India to introduce water-repellent and flame-retardant fabrics and establish a robotic warehouse—a game-changer in the industry.
With Bollywood’s Shah Rukh Khan and Gauri Khan as brand ambassadors, D’Decor has built a strong retail network across India, including exclusive franchise stores and over 450 retail outlets.
The Road Ahead
The overwhelming response to Sansaar shows that Indian consumers are embracing high-quality, sustainable home décor.
“In just one year, the feedback has been phenomenal,” said Sanjana. “People want home furnishings that are stylish, functional, and responsibly made. That’s exactly what we’re delivering.”
With a Rs 500 crore milestone in sight and a global expansion plan in motion, D’Decor is proving that home fashion is more than just aesthetics—it’s about innovation, sustainability, and creating experiences that last.
