India’s prominence in the textiles and regional arts domains has always added a vibrant flair to the people’s lifestyle in every aspect. Fashion here is not just restricted to clothing, but extends to home decor. From regional classics to contemporary chic, all varied forms of art have made their way in Indian homes.
The evolving demands of consumers inspired from global travels and a sense for appreciating the finer things in life has fueled creativity in the home decor sector, inspiring the foundation of Sarita Handa, a brand marked by elegance and innovation in the thriving world of home decor.
This woman-led, homegrown, quiet luxury home decor brand, founded in 1992 by Sarita Handa made waves in the home decor sector, being among the few to rapidly grow from a small single-handedly managed business focused on exports to collaborating with global luxury brands like Grattan, Kaleidoscope, and Bloomingdales in a matter of two years. Established with the vision of creating beautiful homes all around the world, Sarita Handa continued to deliver excellence, becoming a brand recognized for promoting the work of skilled artisans, building community, and empowering women to become independent individuals.
Taking Indian Crafts Worldwide
Beginning her journey as an educator, Sarita Handa traveled across the country with her husband, an army officer, which exposed her to varied cultures and fueled her passions for arts and textiles. Following this passion, collecting art, textiles, and different crafts, she ventured into an entrepreneurial journey, learning from her travels, eventually working for a domestic textile brand for a decade before starting her own manufacturing unit.
What started in Sarita Handa’s backroom in a South Delhi home, has evolved into a bustling business which is being taken ahead by her daughter Suparna who aims to leverage the opportunities presented by the western world to revitalize the heritage Indian craft and needlework molded in contemporary design. Sarita Handa’s passion for art and textiles, which laid the foundation, has inspired the brand to add a unique touch to every creation with a meticulously handcrafted charm and adds to the timeless beauty of every piece.
"Sarita Handa, a carefully grown brand stands out for continually innovating & adapting traditional techniques to suit modern tastes"
“The brand, Sarita Handa was started, taking inspiration from different Indian craft and textile techniques. Our brand boasts an eclectic portfolio of hand and hand-guided embroidery designs. Our best-selling embroideries are anchored in age-old Indian needlework techniques with contemporary aesthetics and crafted by artisans. Heritage Indian crafts like Zardosi, Kantha, Aari, Crewel embroidery, Sequins, Applique work, beadwork, hand quilting and hand-guided Chickan embroidery are moulded with contemporary aesthetics. Our brand’s identity is not just designing products, it is about curating lifestyle choices”, shares Suparna Handa.
But, design excellence and uniqueness is not all that sets the brand apart. Sarita Handa, a carefully grown brand stands out for continually innovating and adapting traditional techniques to suit modern tastes. It is the brand’s skill in honoring traditional crafts while embracing modernity that sets it apart by allowing the creation of a beguiling appeal that transcends ever-changing trends to remain an evergreen addition adorning homes.
Besides innovation, the brand also prioritizes quality, ensuring that customers receive the best. Evolving with the consumer demands, the brand has diversified into a new vertical known as Sarita Handa Now, which amalgamates design principles of wabi-sabi and feng-shui to build immersive spaces where people immediately feel at home.
Blending modernism and minimalism, Sarita Handa Now speaks to the modern consumer looking for a simple yet elegant aesthetic.
“I think my greatest inspiration is the changing modes of consumerism. I believe that my customers want to buy less but buy better. And for me, that is true luxury and high jewelry is the epitome of that. These are pieces that can be handed down from one generation to the next. But it needs to be rare and special, and that’s where legacy heritage craftsmanship and the finest of gemstones come in. All of this comes together to write its own story”, shares Sarita Handa, Founder, Sarita Hand.
Future Roadmap
Operating out of seven museum-like stores based in Delhi, Mumbai, Hyderabad, and Ahmedabad, Sarita Handa boutiques not just provide an immersive experience for patrons to view the brand’s creations, but the opportunity to appreciate the designs and creations of artists, artisans, and craftspeople from across generations. Dedicated to preserve and showcase the Indian craft’s heritage, Sarita Handa has designed the stores to celebrate the true Indian craftsmen and share their talent with the world. Its flagship boutique is a reflection of the brand’s essence, inviting visitors to experience the brand’s offerings first hand through interactive displays and engaging events.
Driven by its purpose and passion, the brand is committed to staying ahead of the curve, consistently bringing fresh designs and collections for consumers to enjoy. The core team stays in tune with evolving consumer preferences through comprehensive trend analysis and an acute sense of emerging trends. The dynamic duo leading Sarita Handa brings a zeal for experimenting with new materials and design concepts, driving innovation in the home decor sector. Their limited edition collections continually captivate consumers, reinforcing the brand’s status as a trendsetter in modern home decor.
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