Home > Feature Top Home page > Inspirational Woman: Sanjana Arora | Business Head Retail, Business Head D’decor Blinds-Domestic Distribution

Inspirational Woman: Sanjana Arora | Business Head Retail, Business Head D’decor Blinds-Domestic Distribution

Wow, 2,388 of you have read this.

Tell us about yourself, your background and what you do currently

Being born and brought up in Mumbai, I studied in Bombay Scottish Mahim till grade 10 after which I completed my International Baccalaureate Diploma from Dhirubhai Ambani International School. Having completed my under graduation a year before planned in 2014 in the US , being the eldest child of the second generation, I returned to India to join my family business. D’decor, has been recognized as the world’s largest manufacturer of woven upholstery and curtains. 65% of our revenue is generated from export sales, while domestically we have 8 distributors who supply our fabric to above 2000 retail stores.

When I joined the business I expanded both horizontally and vertically within the domestic (Indian) market as I saw the potential within this market itself. My horizontal integration included expanding the product portfolio to the Blinds category. I now head 120 shop in shop’s. I lead the operations, sales and marketing for this B2B business. On the other hand my vertical integration included completing the supply chain by opening 5 company owned retail stores. I set up the IT system according to our business practices, I handle the HR, store display, marketing and the daily operations. I am also looking to manage the HR and Admin budget for the manufacturing company.

Tell us about any current projects or initiatives you wish to promote

When D’decor Blinds came out a year back, we launched about 900 SKU’s within the first 3 months. We not only have a range of Duplex , Honeycomb and Pleated Blinds which you wouldn’t find easily in the market otherwise. But we have also used the company’s expertise in fabric design in creating range of Made to measure Roman Fabric Blinds , using state of the art technology for immaculate stitching.

What has been your biggest challenge in achieving your success?

On a personal note: coming from a younger generation there would be times we feel we are ahead of the game – it is at these times that we shouldn’t forget the worth of experience. Alot of my work deals with the HR function-dealing with people. May it be people in sales, at the head office or people in the marketing branding field. Being able to put a point across to an older generation, while achieving respect for your opinions. I believe is a challenge by itself.

On a work note: When we started D’decor Blinds, the market for blinds seemed saturated. Being able to convince retailers to give one third or one forth of their store space for a exclusive D’decor Blinds set up wasn’t easy. We finally achieved 100 shop in shop stores in a period of a year which was a challenge.

What has been your greatest achievement personally?

Being able to overcome that challenge!

If you weren’t doing what you do now, what would you be doing?

I don’t think I have ever thought of it . It’s too soon to think of something else!

Who has been your biggest inspiration?

My Father-Sanjay Arora-MD D’decor. Learning- There is no substitute for hardwork

What does the future hold for you?

I’d have to wait and find out!





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