Two Sisters, One Heirloom Legacy, and India's Most Conscious Home Brand: The Story of Sansaar

Every family business carries a weight that outsiders rarely see.

For Sanjana and Sarah Arora, the daughters of Sanjay Arora — the man who co-built the world's largest woven upholstery and curtain fabric company from a modest Mumbai manufacturing unit — that weight was also an extraordinary privilege. A world-class manufacturing infrastructure, decades of design credibility, and a distribution network reaching over 65 countries had been built over 25 years, one fabric at a time, by their father and uncle.

The question was never whether they would join the family business. The question was what they would build within it — and whether it would be worthy of the name D'Decor they were inheriting.

The answer, launched to India in 2024, is Sansaar.

The Legacy That Made Sansaar Possible

To understand Sansaar, you must first understand where it comes from.

In 1999, brothers Ajay Arora and Sanjay Arora spotted a gap that most people in the Indian textile industry had overlooked: the home furnishings fabric market was fragmented, import-dependent, and starved of consistent quality. Indian homes were rising. Real estate was booming. And yet, there was no homegrown brand producing world-class curtain and upholstery fabrics at scale, for Indian consumers and global buyers alike.

The Arora brothers had been working in their family's apparel textile business — manufacturing women's wear fabrics and affordable imitation silk — when Ajay began scouting for new opportunities. The discovery of the home furnishings gap changed everything. Sanjay, who holds an Executive MBA from the London School of Business and completed technical training in the Japanese textile industry, brought the precision and global vision needed to build something genuinely world-class.

They launched D'Decor in 1999 as a modest fabrics manufacturing unit in Mumbai. In 2010, the brand D'Decor was officially launched with Shah Rukh Khan and Gauri Khan as brand ambassadors — establishing it as an aspirational yet accessible name for Indian households. Today, D'Decor operates six state-of-the-art manufacturing plants in Tarapur near Mumbai, employs over 6,000 people, produces over 130,000 metres of high-quality fabric every single day, exports to over 65 countries, and carries a turnover of Rs 1,500 crore. It is the world's largest producer of woven upholstery and curtain fabrics.

That is the foundation Sanjana and Sarah Arora stood on when they decided to build Sansaar.

The Next Generation's Question

Growing up inside the D'Decor story gave Sanjana and Sarah something most founders never have: direct access to world-class manufacturing, decades of material sourcing expertise, and an intimate understanding of what it takes to make fabric that lasts.

But they also grew up with a generation of consumers who thought about their homes differently. Younger Indian households were not merely looking for beautiful furnishings — they were increasingly asking what their choices cost the planet. Sustainability was no longer a niche preference. It was becoming a value system.

Sansaar was built at this intersection — between D'Decor's manufacturing excellence and a new generation's demand for conscious luxury. As Sanjana Arora, Business Head and Co-founder, articulated the mission: "Sansaar is a tribute to the enduring bond between humanity and the natural world, reminding us that true beauty lies in living consciously and sustainably."

The name itself carries intention. Sansaar — the Sanskrit and Hindi word for "world" — is both a declaration and a philosophy. This is a brand that believes your home is your world, and the choices you make within it matter beyond its four walls.

July 2024: India Gets Its Most Conscious Home Brand

On July 25, 2024, D'Decor announced the nationwide retail launch of Sansaar — available in 350 stores across 50 metro and non-metro cities at launch, spanning Tier 1, 2, and 3 cities across India.

The product range centres on soft furnishing fabrics — curtains, upholstery, and multipurpose fabrics — designed with a philosophy of premium minimalism. Refined textures. Contemporary colour palettes. Understated design sensibilities that feel globally informed without losing their Indian rootedness. The collections draw inspiration from India's rich craft heritage — timeless patterns, intricate motifs, and ancient weaving techniques — reimagined through a modern lens.

The sustainability commitments behind every Sansaar product are specific and measurable: 50% of the water used in production is recycled, 8% of energy is sourced from solar power, 100% of non-hazardous waste is recycled, and the brand uses recycled polyester yarns and eco-friendly dyes across its fabric range. Non-toxic materials and responsible manufacturing are not brand positioning — they are operational standards.

The consumer experience is designed for the modern buyer: a user-friendly app and online portal offering instant access to pricing, stock availability, e-catalogues, and order tracking, alongside an in-store network that has grown to over 500 stores and 450+ retail outlets across India within the brand's first year.

The Marketing Strategy: Bold Choices and a Boundary-Pushing Ambassador

Sansaar's marketing philosophy is built on a clarity of contrast — it is sustainable, but it is not apologetic. It is minimalist, but it is not austere. It is conscious, but it is not preachy.

Signing Ranveer Singh as the brand's ambassador was the most visible expression of this philosophy. Where sustainability brands in India have historically opted for quieter, more muted personalities, Sansaar made the opposite choice — the most energetic, maximalist, culturally omnipresent star in Bollywood. The decision was deliberate. As Sanjana Arora explained: "Ranveer's energetic persona and deep connection with audiences make him a natural fit."

Conscious living, the brand was saying, is not a compromise. It does not ask you to choose between beauty and responsibility. And Ranveer Singh — a man who has never once chosen the safe option — embodied that refusal to compromise in a way no quietly earnest ambassador could have.

The nationwide TVC launched on July 25, 2024 brought this energy into Indian living rooms. In July 2026, Sansaar extended into the bedding category with a new campaign — 'A Great Day Starts the Night Before' — featuring Ranveer Singh and applying the brand's conscious living philosophy to the bedroom. The campaign reinforced that Sansaar was not a single-category brand, but a lifestyle system for the modern Indian home.

Alongside the ambassador strategy, Sansaar leaned on D'Decor's powerful existing distribution infrastructure to scale with a speed that most new brands cannot achieve. From 350 stores at launch in July 2024 to 500+ stores within a year, the distribution muscle of the parent company compressed a scaling timeline that would otherwise have taken years.

The result: 35% revenue growth in its first year — remarkable traction for a premium sustainable brand in a highly competitive home furnishings market.

Going Global: India's First Home Furnishings Brand to Cross Borders

In January 2026, Sansaar made history.

Through a strategic partnership with Bru Textiles' Fabric Library, Sansaar launched in the GCC market — making it India's first home furnishings brand to go global. The Dubai launch was not just a geographic expansion. It was a proof of concept: that Indian design excellence, when paired with world-class manufacturing and a coherent brand philosophy, could compete in international luxury markets.

The partnership with Bru Textiles — a company with deep distribution relationships and understanding of the GCC luxury consumer — reflected the same approach that had driven Sansaar's domestic success: building through partnerships rather than capital-intensive solo infrastructure builds.

As Sanjana Arora said at the Dubai launch: "The craftsmanship and quality that made D'Decor a trusted name continues in Sansaar's entrepreneurial spirit, which strives for excellence while upholding family values and business ethics."

A World Built Consciously

Sansaar is targeting Rs 500 crore in revenue as its next milestone — a roadmap being built on deeper market penetration, curated new collections, a strong omnichannel push, and continued international expansion through selective markets and strategic distribution partnerships.

With over 20,000 SKUs available across its range, a D'Decor flagship store spanning 10,500 square feet across four floors on MG Road, Delhi as its flagship retail experience, and a brand identity that has found genuine consumer resonance in its very first year, Sansaar is moving with momentum that few new home brands in India have matched.

But beneath all the metrics is a simpler story.

Two sisters looked at a world-class manufacturing legacy built by their father over 25 years and asked: what does our generation add to this? The answer was not more scale or more export volume. It was a question of values. Of what luxury means when the next generation of Indian consumers knows what their choices cost — and is ready to choose differently.

Sansaar is that answer.

Conscious. Crafted. And only just beginning.