The expansion story

Though Sarita Handa began as a small line, it first entered the international market (Europe and the US) for craft-centric home furnishings in 1992, the launch year, and ventured into domestic retail a decade later, in 2002. Her secret sauce for survival? “Our aim is to see cultural histories of the globe documented and conserved through our constant endeavours. We survived because of our values, principles, innovation, authenticity, and strong relationships,” says Handa.

The brand supplies major retailers worldwide. It also enjoys a strong presence in India, with three stores in New Delhi, two in Mumbai, and one each in Hyderabad and Ahmedabad. Headquartered in Manesar, the factory is spread across 4,50,000 square feet and has around 12,000 workers. They also have an external support network of 2,500 artisans across India, which syncs with Handa’s creative vision of “providing contemporary interpretations of age-old craft techniques”. In a world driven by equipment and machinery, Sarita Handa is about the nuances of work by hand, a blend of modern designs with old-world elegance, which, according to her, gives her “competitive advantage” over others in the same segment.