Continuing an age-old family business takes more than just experience—it requires innovation and a bold vision. With the launch of their new flagship store in Delhi, Sanjana and Sarah Arora, the next generation of D’Decor, are redefining the brand’s future.

Founded by Mumbai-based brothers Ajay and Sanjay Arora, D’Decor has been a leader in luxury furnishings for over two decades. Now, with the reins passed to their daughters, the brand is entering an exciting new chapter.

Alongside D’Decor, the duo has also launched Sansaar, a venture dedicated to eco-conscious yet opulent fabrics.

The Ideal Home and Garden’s Japjyot Kaur Chawla, talks to Sanjana and Sarah about their journey, fresh ideas, and vision for the brand’s next phase.

Japjyot: What has been the most exciting part of opening a standalone flagship Store in Delhi?

Sanjana: Opening our flagship store in Delhi has been a thrilling experience. This store is a direct reflection of our commitment to innovation and excellence. My role in shaping this space has been to ensure that it’s not just another retail destination, but an immersive experience where customers can truly connect with our brand. I’ve focused on making sure our customers can explore every texture, color, and pattern in a way that helps them find products that perfectly match their unique style and needs.

Japjyot: Can you tell in brief about your store’s aesthetics and your most favourite corner?

Sanjana Arora: Our store’s aesthetics are a blend of grandeur and functionality. The highlight of the space is undoubtedly the circular staircase, which is like a statement piece that ties the store’s design together. My favorite corner is right by this staircase, where the interplay of natural light and its striking form creates a perfect backdrop for our fabric displays. 

Japjyot: How has this transition of stepping from a family member to a business leader been?

Sanjana and Sarah: It has been both rewarding and transformative. Growing up amidst this family business gave us a deep understanding of our values and legacy. At the same time, when we stepped in, we were keen on bringing our own perspective on innovation, strategy, and growth to the table. Even today, all our decisions are underpinned by a balance between honoring the foundation laid by our previous generations and embracing new opportunities to drive this brand forward.

Japjyot: What motivated you to join the family business and eventually take the reins?

Sanjana and Sarah Arora: What motivated us to join the family business was the incredible legacy that D’Decor has built over the years. Growing up, we have personally witnessed the passion and dedication that went into every aspect of the business, and that deeply inspired us. Plus, the brand’s cornerstones of innovation and sustainability have always aligned with our own priorities. So taking the reins was a very natural progression. And it’s been immensely fulfilling.

Japjyot: How would you adapt with the ever-changing tastes of your customers with an eco-conscious approach?

Sarah Arora: Constantly adapting and updating to our customers is key for us. Today’s customers, especially younger millennials and Gen Z consumers seek brands that align with their commitment to creating a better future, and we’re very proudly embracing this shift. That’s why we have launched ‘Sansaar’, to explicitly focus on sustainable, mindfully-produced furnishings.

Japjyot: Being a woman entrepreneur has its own challenges. What are some of the few that you have personally faced?

Sanjana: I feel women in business are often held to a different standard, where their decisions, leadership styles, and even successes are scrutinized more closely. For instance, assertiveness in women can sometimes be misinterpreted as aggressiveness, while similar traits in male counterparts is considered ‘confidence’. There’s also an expectation for women to consistently prove their expertise, even when their track record speaks for itself. These double standards can create additional pressure. But honestly this has only fuelled me further, because I am now even more determined to create a better culture for the women I work with.

Japjyot: Can you share the story behind the inception of Sansaar?

Sanjana : The idea for Sansaar came from our deep desire to create something that truly blends luxury with responsibility. We wanted to craft a brand that reimagines home décor while addressing the pressing need for sustainability. Sansaar isn’t just about beautiful designs—it’s about living consciously. From using recycled materials to eco-friendly production methods, every detail reflects our commitment to a greener future. 

Japjyot: What inspired this new venture and who played the key role in its conceptualization?

Sajana and Sarah: The inspiration for this new venture came from a desire to create a space that truly embodies the essence of D’Decor—luxury, innovation, and design excellence. We wanted to go beyond being just a provider of premium home furnishings. Renowned architect Ernesto Bedmar played a key role in bringing this vision to life.

Japjyot: How does Ranveer’s bold energy match with the minimalist approach of Sansaar? Whose idea was it to bring Ranveer Singh onboard and what was the experience like?

Sanjana and Sarah: Ranveer Singh’s bold energy and vibrant personality may seem like a contrast to Sansaar’s minimalist approach, but that’s exactly what makes the pairing so impactful. His charisma and fearless individuality highlight the versatility of Sansaar, proving that simplicity can coexist with bold self-expression. Ranveer embodies a dynamic spirit that resonates with a wide audience, including the younger generation who appreciate both style and substance.

Japjyot: Being such young entrepreneurs, what are the heights you want D’Decor and Sansaar to achieve? 

Sarah Arora: Over the next five years, D’Decor aims to deepen its presence in the Indian market by leveraging the strengths of ‘Made in India’ and bringing world-class home furnishings to more homes across the country. The focus will be on innovation in smart textiles and sustainable solutions to redefine luxury living. Sansaar is poised to become a 500 Cr brand in the next five years through strategic market expansion and penetration, with plans for standalone stores and key partnerships.