Name

Sarita Handa

Legal name

SARITA HANDA

Website

https://saritahanda.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Luxury Home Furnishings

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912), Narrow Fabric Mills and Schiffli Machine Embroidery (31322)

SIC

Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts) (IMAOAKAG)

akta.pro secondary industry

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

Keywords

• Luxury home furnishings
• Handcrafted home decor
• Embroidered soft furnishings
• Artisanal furniture
• Premium interior decor

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales - Soft Furnishings: One-time sale of luxury home décor products including embroidered and solid cushion covers, bedspreads, euro shams, quilts, table linen, and gifting items. The majority of SKUs are priced between ₹450 and ₹60,000+, indicating premium one-time transaction revenue.
2. Product Sales - Furniture: Sale of handcrafted furniture including sofas, armchairs, coffee tables, side tables, consoles, benches, and dining sets. Furniture prices range from approximately ₹63,000 to ₹528,000+, representing significant one-time transaction values.
3. Product Sales - Decor & Antiques: Sale of decorative objects, sculptures, vases, candles, antiques, lighting, and wall coverings. Décor items range from ₹700 to ₹236,000+.
4. Interior Styling Services: Sarita Handa Homes division offers expert styling services to assist customers in recreating the brand's signature look, potentially as a fee-based or bundled service offering.
5. Fabric Sales: Sale of premium fabrics including embroidered and printed varieties in linen, cotton, and blends, priced between ₹2,000 and ₹7,000+ per unit.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sarita Handa designs, crafts, and sells luxury home furnishings under its own brand, including hand-embroidered cushions, quilted bedspreads, euro shams, handcrafted furniture, embroidered wall coverings, table linen, fabrics, lighting, and decorative objects. Products combine Indian heritage craftsmanship with global design aesthetics and are sold through owned retail stores and a direct-to-consumer e-commerce website in India.

Product overview

Sarita Handa is a luxury home decor and furnishings brand offering an integrated portfolio of soft furnishings, furniture, and decor products. The core offering centers on handcrafted cushions, bedspreads, and euro shams across embroidered, printed, and solid varieties. The product line extends to handcrafted furniture (sofas, tables, consoles, benches), decor items (vases, sculptures, candles), wall coverings, table linens, fabrics, bath & wellness products, and gifting items. The brand emphasizes traditional Indian craftsmanship combined with global design aesthetics. Collections include The Final Few (limited luxury pieces), Craft Collection (Kilim, Suzani, Ikat), and embroidered wall coverings. All products are available through physical stores across India and online.

Differentiator

Problem solved

Functional benefit

Products and services

• Cushions Decorative cushion covers in embroidered, solid, and printed varieties, featuring hand-stitched motifs on cotton, linen, velvet, and silk. Sized from 30x41cm to 66x66cm and targeted at luxury residential consumers.
• Bedspreads / Bed Linen Luxury bedspreads including quilted and non-quilted options, crafted from premium cotton and linen with trapunto, channel stitching, and other quilting techniques. Priced from INR 3,660 to INR 62,000+.
• Euro Shams Decorative pillow shams in 66x66 cm standard euro size, designed to coordinate with bedspreads and cushions. Priced from INR 1,380 to INR 5,090.
• Gifting Collection Woven and handcrafted throws, clutch bags, napkins, runners, wallart, and gift boxes crafted from natural fibers like wool, mohair, and raffia for premium gifting occasions.
• Handcrafted Furniture Handcrafted furniture including sofas, armchairs, coffee tables, side tables, consoles, benches, and dining sets made from oak wood, marble, brass, and mixed materials. Priced from INR 63,700 to INR 528,300+.
• Decor Home decor items including vases, sculptures, candle holders, antiques, and statement pieces in metal, ceramic, terracotta, and natural materials. Priced from INR 700 to INR 236,000+.
• Table Linen Table linens including table runners and table mats crafted from cotton and linen blends.
• Fabrics Premium fabrics in embroidered and jacquard varieties, in linen, cotton, and blends, used for upholstery and drapery. Priced from INR 2,000 to INR 7,000+.
• Wall Coverings Embroidered and solid wall coverings featuring intricate designs like the Echelon for Sarita Handa collection with Wisteria Natural and Kasen Pearl designs on sisal bases.
• Lighting Decorative lighting including pendant lamps, ceiling lights, and table lamps in metal, glass, and ceramic materials. Priced from INR 700 to INR 68,200.
• Bath and Wellness Bath and body products, skincare items, and gift boxes for personal wellness within the Sarita Handa home lifestyle range.
• Craft Collection (Kilim, Suzani, Ikat) Handcrafted textiles featuring traditional craft techniques including Kilim, Suzani, and Ikat patterns for luxury home decor.
• Cushion Fillers Cushion inserts and fillers including biodegradable, cloud white, and micro silicon options in various sizes. Priced from INR 450 to INR 1,350.
• The Final Few (Clearance Collection) Limited luxury pieces from end-of-season and exclusive designs across all categories, offered at 20-40% off M.R.P. with free nationwide shipping.
• Sarita Handa Homes Interior Styling Service Personalized interior styling service where expert stylists assist customers in recreating the Sarita Handa signature look in their spaces, ranging from individual corners to complete homes.

Quantifiable outcome

• Featured editorial coverage in 6 leading luxury publications including VOGUE, Elle Decor, and Architectural Digest Germany

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Echelon (for Sarita Handa)coreStrategic or Co-development PartnerEchelon has created an exclusive ultra-luxury embroidered wall covering collection for Sarita Handa, featuring intricate embroidery on textured sisal bases with designs such as Wisteria Natural and Kasen Pearl. This represents a co-branded design partnership for the brand's exclusive wall covering line.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goodearth: Indian luxury home décor and lifestyle brand with a craft-led, design-forward positioning very similar to Sarita Handa. Comparable on artisanal Indian craft heritage, integrated home collections, and ultra-premium price positioning.
• Nicobar: Indian design-led lifestyle brand selling home, apparel, and accessories. Comparable in premium positioning, curated multi-category assortment, and owned retail + D2C omnichannel model.
• Address Home: Indian luxury home furnishings retailer offering curated décor, furniture, and soft furnishings. Directly comparable on category breadth, premium aesthetic, and metropolitan Indian retail footprint.
• Freedom Tree: Mumbai-based design studio and home brand offering modern, art-forward furniture and décor. Comparable on Indian design-led luxury home positioning and curated multi-category collections.
• The House of Things: Indian luxury home décor retailer offering curated furniture, lighting, and accessories. Comparable on premium positioning, design-led curation, and serving high-net-worth urban Indian consumers.
• Ikka Dukka: Indian luxury home accessories brand with artisanal craft focus. Comparable on craft heritage, premium pricing, and serving design-conscious Indian luxury consumers.

Emerging players

• Caravan Collective: Indian contemporary lifestyle and home brand with craft-inspired design. Comparable in modern Indian luxury aesthetic and curated home product mix, though with a younger, more contemporary positioning.

Broad incumbents

• Designers Guild: Established UK luxury home furnishings brand with patterned fabrics, wall coverings, and décor. Comparable as a global luxury home brand with editorial credibility and premium positioning, though at much larger scale.
• Pierre Frey: Historic French luxury textile and furnishings house offering heritage fabrics, wall coverings, and furniture. Comparable on heritage craftsmanship, premium positioning, and editorial presence in luxury design publications.

Regional players

• Loomcraft: Indian luxury home textiles brand specializing in handwoven fabrics and soft furnishings. Comparable on artisanal Indian textile craftsmanship and luxury home category, though narrower in product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/saritahandahome

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sarita Handa