Over the past decade, India’s home decor industry has experienced a remarkable transformation, weaving countless success stories along the way. The emergence of luxury home stores and designer boutiques has driven the market to grow by leaps and bounds, making home decor accessible not just to the affluent but also to aspirational consumers. This expansion has encouraged many textile and apparel players to diversify into home textiles, while the industry has given rise to some of the most successful and creative home decor designers, known for their handmade masterpieces.
One such design genius and trailblazing textile designer is Rohina Anand Khira, who has been a driving force in the home decor industry, particularly with her trendsetting home linens. In just her first year as director, she transformed AA Living into a high-end boutique brand, focusing on exclusive decor design, branding, and visual merchandising.
An entrepreneur, a social media influencer and a trendsetter in the design industry, Rohina’s profiles are filled with the latest design trends, exotic locations, interior spaces, and inspirational quotes. Her social media presence became a game-changer when she introduced her Frida Kahlo-inspired designs, featuring a stunning interpretation of Kahlo’s portrait on a cushion and who can forget the cult-favourite evil eye cushion. Little did she know that this creative spark would set in motion the next big trend in interior decor.
AA Living has built an online presence across India, offering a luxurious range of home decor items, including linen, bath linens, and a variety of accessories. However, when Rohina first started, the Indian market was quite different. Most people were reluctant to spend on personal home decor, especially on items like bedroom sheets, bathmats, or towels. While there was a willingness to splurge on clothes and living room decor for entertaining guests, personal spaces remained largely overlooked.
Recognising this gap, Rohina made it her mission to bring international-level textiles to the Indian retail market. With her factory already exporting premium products globally, such as 1200-thread count sheets, Egyptian and Supima cotton towels, and anti-slip bathmats, Rohina knew these high-quality products could resonate with Indian consumers as well. Her challenge lay in convincing people that her products were worth the investment, and that AA Living wasn’t just another overpriced store.
Starting with just 50 products on the website, AA Living now boasts over 2500 SKUs (stock-keeping units), reflecting the brand’s tremendous growth. Rohina’s vision extends beyond India, with plans to take the brand international, beginning with the Middle East and other countries. Through her rebranding efforts and continuous education of the Indian market, Rohina has become a voice for the home decor community, encouraging people to invest in their homes with beautifully designed, high-quality products.
Rohina’s journey with AA Living proves that home decor is not just about creating beautiful spaces, but also about making those spaces personal, luxurious, and accessible to everyone.