At Bath Affair, every design tells a story — of heritage, of innovation, and of a vision that sees bathrooms not as functional spaces, but as experiences.
In the inaugural episode of Dialogue with Bath Affair, our Managing Director Rahul Gupta engages in a thought-provoking conversation with Sanjay Arora, Co-founder and Managing Director of Bath Affair. Together, they trace the journey of how Bath Affair grew from an ambitious idea in 1997 to becoming one of India’s leading names in luxury bathroom design.
Origins Rooted in Vision
Bath Affair began as an evolution of an ancestral sanitaryware business. In 1997, at just 27 years old, Sanjay Arora set out to redefine how bathrooms could be perceived and experienced.
“The name Bath Affair was in my mind even before I started the showroom,” Sanjay shares. “I always wanted to do it in a more elaborate, fashionable way.”
From its first store in Delhi, Bath Affair introduced a new perspective: that bathrooms could embody elegance, comfort, and innovation, while still remaining deeply functional.
The Early Journey: Challenges and Determination
The early years were marked by perseverance. Sanjay recalls personally opening the store each morning, attending to every customer, managing sales, purchases, and accounts, and completing paperwork late into the night.
It was a one-man operation, but guided by strong values. “I always wanted to be ethically very correct,” Sanjay emphasizes. “Never wrong with a vendor or a client. That helped us build trust — and trust became our greatest asset.”
While resources were limited, Bath Affair distinguished itself by offering high-end products well before they became the norm in India. This focus on luxury positioned the brand ahead of its time.
Lessons from Adversity
Every enduring brand is tested by challenges, and Bath Affair was no exception. One defining moment came in 2002, when the Municipal Corporation announced the partial demolition of their building for road widening, with just a few hours’ notice.
“It was a difficult day,” Sanjay recalls. “But my mentor Satish Gupta reframed the situation: ‘From tomorrow, you will look inside the building, I will look outside.’ It meant the customer experience had to continue seamlessly, even as we rebuilt.”
This philosophy became a cornerstone for Bath Affair: resilience in adversity, and a relentless focus on clients.
A New Chapter: The Next Generation
The entry of Rahul Gupta and the younger generation marked a pivotal shift. With new energy and exposure, they brought fresh questions: Why limit ourselves to a few brands? Why not adopt stronger systems?
Sanjay welcomed the change but reminded them of the responsibility that came with growth. “Taking a brand is not just about adding a name. It is about fulfilling commitments and maintaining the reputation we have built.”
Rahul’s focus was on systems and structure. Departments were created, inventory was digitized, and processes were streamlined. “I wanted every person to excel at one job,” Rahul explains. “That balance between sales and backend became critical.”
This structural transformation allowed Bath Affair to scale while maintaining the personalized client experience it was known for.
Defining Strengths: The Three Pillars of Bath Affair
Today, Bath Affair stands firmly on three guiding pillars:
- Exceptional Client Experience
Delivering more than products — ensuring seamless service, reliability, and trust. - Empowered Teams
Creating a workplace where employees build careers, not just jobs, and see growth and purpose. - Sustainable Growth
Continuously evolving with new brands, stronger systems, and innovative strategies.
Together, these principles ensure that Bath Affair continues to set benchmarks in the luxury bathroom industry.
The Philosophy: Luxury Meets Technology
For Sanjay, the vision has always been clear. “Luxury means products that are aesthetically beautiful yet mechanically comfortable. They must be user-friendly, luxurious, and enduring.”
This philosophy continues to guide Bath Affair’s curated selection, where design and technology come together to create spaces that inspire.
Sanjay also highlights what he believes remains the brand’s strongest marketing asset: human relationships. “Studies say that 85% of sales worldwide happen because of personal relations. I learned this decades ago. Clients may forget what you did, but never how you made them feel.”
Looking Ahead: A Limitless Future
With a strong leadership team, dedicated employees, and a portfolio of globally recognized brands, Bath Affair’s future is more promising than ever.
“The sky is the limit,” Sanjay affirms. “In fact, it is limitless. With the systems we have built and the passion of our team, we are ready to take Bath Affair to even greater heights.”
As Dialogue with Bath Affair sets the stage for more conversations with leaders in design and entrepreneurship, this first episode stands as a reminder: Bath Affair is not just about bathrooms. It is about vision, values, and a commitment to excellence that transcends time.
Watch the Full Episode:
