Transcending utility in the bath

Valueline marks 25 years with a New Delhi flagship by Habitat Architects that feels more residential than retail

24 Sep 2026

Temperature-control valves shaped like crystalline pink roses. Gilded faucets that stand upright sans walls, curving with sculptural abandon. If you’ve relegated your four-walled bathroom to mere utility, Valueline’s 10,000 sq ft flagship in Sultanpur, New Delhi, dares you to dream otherwise. Modelled after an old English whisky and cigar lounge, Zafar Choudhary of Habitat Architects has designed glamorous, richly layered mises en scène that spotlight creations from more than 30 global brands. Rather than treating the curation as a physical catalogue, it invites you to gain a feel for each product yourself: to twist the fixtures, manoeuvre the fittings, and linger amid the spa-inspired wellness zones as you please.

Photography courtesy of Valueline

The design language plays with contrast: dark timber panelling against brushed brass fixtures, deep leather upholstery softened by pools of warm, directional light. The palette draws heavily from the whisky- lounge reference, favouring smoked woods and stone finishes that imbue the space with a settled, residential character instead of the detached minimalism typical of retail showrooms. This vision reflects the shared instincts of Founder & MD Narinder Anand, who established Valueline in 2001, and Creative Director Samridhi Anand, whose eye for the flagship’s concept has shaped its identity. Case in point, a stone-clad wet room sits near a sunken tub, each space staged to suggest a finished home rather than a showroom. The New Delhi flagship is, ultimately, less a store than a statement of intent. As Valueline marks 25 years in the Indian market, the space signals where the brand sees luxury retail heading: away from transactional displays and toward environments that let craftsmanship, materiality and design speak for themselves.