Meet Sidhant Lamba, founder and curator STRROT, whose sprawling and expansive showroom in the heart of Delhi defines opulent living and pure luxury in home decor.
Sidhant is carrying forward, evolving and innovating on a family legacy in furniture interiors. The parent company, The Continental Group, has been manufacturing customized furniture for over six decades and is well known for quality and craftsmanship. He naturally grew up with a close insight into the business and the nuances of design and style. He shares that “design and home always interested me. We did excellent quality teak furniture, which has lasted in people’s homes for 30-35 years, even till today. But back then there was no clear definition of luxury in India. When I got back from college, I wanted to bring about a store which was cutting edge. The store now, 19 years in the making, has evolved over time. Post Covid, I realized that we can’t just stay – a furniture store. We have to become a home luxury store”. Today STRROT has a clear focus on home décor as a whole, including decor, lifestyle, and accessories.
The design philosophy at STRROT infuses international flair into the tapestry of Indian decor. The collection on display has been meticulously curated to impart a sense of luxury, exclusivity and lavishness to your home space. So, what is Sidhant’s take on style? “While style can be cultivated, I do feel inherently, either you have an eye for it or you don’t. But inherently you have to have a keen eye for it, which I’ve always had”. Style also keeps changing, “style changes, sometimes even the next year, the style can change. It’s a process of evolution; how to keep imbibing everything that’s new and relevant into your stock, yet keep timeless pieces. There are some things in your home which you want them to be timeless”.
The collection on display is a mix of both timeless classics and avant-garde contemporary statement pieces. The showroom is over 20,000 sq ft of space on one level and is divided into different spaces. Each space has its own character and definition. Brands showcased include Seletti Italy and Driade Italy, Lotus Arts de Vivre from Thailand, Soka, Surbhi Modi Designs and more. They also have their own collection, which is either made by them or made for them between India, Thailand and Italy. There are different brands who make pieces for STRROT. There is a brand room which is small accessories and tidbits, which are very easy pick-up items, like crockery, vases, candles, candelabras. There is also an impressive art gallery. He adds, “you can walk in and pick from a variety of pieces and make your home more beautiful. We sell a lifestyle that you can pick up and take home. We have different spaces with different looks. There is something for everybody at the store”. What is interesting to take note is that even the more classic pieces have a twist and intricate detailing in the workmanship and design. Everything has a certain element of design or luxury to it. “We don’t sell a run of the mill standard wooden table for instance”, says Sidhant.
Talking more on the uniqueness of the store, Sidhant explains that “unlike other stores around India, we are ready to pick up. A lot of stores, they will say – we’ll order it for you from so and so country. It’ll come in three or four months. We don’t believe in that. We are cash and carry. We can of course also order a particular piece for you”.
So, what would you see at Sidhant’s home? His personal sense of style? “My personal style is what I would do for my own home is a bit of maximalism. I love things. I am a collector and I am someone who appreciates the finer things in life. So, I want a lot of everything. And I think if you know how to tactfully and sensibly put it together, it can look amazing. Absolute minimalism doesn’t resonate with me”.
At STRROT, Sidhant is mindful of the need to keep things new and fresh. There is a new show every few months at the art gallery. They try to immediately import new pieces and styles from our brands and put them on display. “So, we try to bring you new and exciting products, new and exciting local brands, new and exciting international brands, and we have a new brand which is going to be joining us in January from Spain”.
Looking to enhance your home space? Visit them between 10:30am to 6:30pm. Address: Continental, adjoining DDA park, RK Ashram Marg, New Delhi. They are actively catering to a clientele from outside the city. You can connect with them and book a virtual tour of the showroom, and pieces and get it delivered to your home. They can also curate gifting for any personal or corporate occasion.