5 questions with Kapil Chopra the founder of DIVIANA on luxury, entrepreneurship and their debut store in Milan

Indian artistry goes global! DIVIANA, a bespoke luxury furniture design brand, is unveiling an all-new store in Milan. Dedicated to spotlighting craftsmanship, their unique creations harbour a global sensibility yet stay true to their roots —  designed in collaboration with Italian designers and manufactured in India. Setting their sails for the shores of the design capital, Founder Kapil Chopra in a conversation with ELLE DECOR India reflects on the brand’s journey and the path ahead.

Your journey with DIVIANA started in 2004 with a vision. Could you share how that vision has evolved over the years, especially with your recent expansion into Milan?

When DIVIANA began in 2004, the vision was bold but simple — to create furniture that was not just functional but transformative, bringing together the best of Indian craftsmanship with an uncompromising commitment to quality. What started in a modest room in India has grown into a movement, with nearly 900 dedicated artisans and craftspeople bringing our vision to life every day.

Over the years, our journey has evolved from a local vision to a global one and Milan is a natural next step. This isn’t just about expanding our reach; it’s about taking the rich legacy of Indian artistry and craftsmanship to a city that celebrates design. By establishing ourselves in Milan, we’re showing the world that Indian brands are capable of setting standards, pushing boundaries, and crafting a new identity for luxury on the global stage.

Indian craftsmanship has a rich heritage. How do you ensure that DIVIANA blends traditional craftsmanship with modern contemporary design to cater to a global audience?

Indian craftsmanship is the soul of DIVIANA, and honouring that heritage while making it resonate globally is our mission. We bring age-old techniques refined over centuries and adapt them with a modern sensibility to ensure each piece not only tells a story but feels relevant in any setting worldwide.

Our pieces are crafted by artisans who have inherited skills through generations and as we grow, we are creating a platform for these artisans to share their work with the world. DIVIANA’s role is to merge tradition with innovation, creating designs that stand out as contemporary yet distinctly rooted in Indian craftsmanship.

What motivated you to open your first overseas showroom in Milan, one of the world’s design capitals? How do you see this move reshaping perceptions of Indian luxury brands internationally?

Choosing Milan was a strategic, deliberate choice. We evaluated six global markets, each presenting unique opportunities, but Milan’s legacy in design and innovation made it the perfect fit for DIVIANA. Milan is more than a city — it’s a symbol of sophistication and style, a place that sets trends and celebrates heritage. By opening in Milan, we’re taking Indian craftsmanship to an international audience in one of the world’s design capitals.

We’re here not just to participate but to contribute to the design dialogue, reshaping perceptions of Indian luxury. This expansion aligns with the spirit of Atmanirbhar Bharat, as it supports Indian artisans, provides meaningful employment and demonstrates that Indian luxury is globally influential, forward-thinking and capable of leading the way in design.

With your focus on innovation and bespoke luxury, what future trends do you foresee in the luxury interiors space, both in India and globally?

Luxury today is evolving towards meaning and authenticity, and we see a future where craftsmanship and sustainability will define value. Homeowners are looking for pieces that reflect their identity — something unique, something that speaks to them. They want creations with a story, crafted with integrity and purpose. For DIVIANA, this means that every piece is both innovative and deeply rooted in heritage.

As we expand globally, we are bringing forward the best of Indian craftsmanship, redefined for a world that values originality. There’s also a shift towards ethical luxury and we’re proud to support this through our commitment to artisanship, sustainability and thoughtful design. We’re leading the way for luxury to be not just beautiful but responsible, inspiring both in India and worldwide.

Entrepreneurship often involves taking risks. Could you share a moment from your journey where you took a major risk that transformed DIVIANA’s trajectory? 

One of the biggest risks we took early on was building our own production facility. It was a significant commitment at the time, especially for a young brand. But I knew that controlling our process, empowering our artisans, and maintaining impeccable quality was the only way forward. That decision changed everything for DIVIANA. It gave us the freedom to innovate, to experiment, and to create without compromise.

Today, that risk has translated into a legacy of quality that resonates not just locally but globally. It’s also given us the ability to support a growing team of artisans and craftspeople in India, creating opportunities and building a brand that reflects India’s strength in craftsmanship. This commitment to self-reliance and excellence is our way of contributing to the vision of Atmanirbhar Bharat, setting new standards and uplifting the craftsmanship of India.

Explore DIVIANA’s creations and learn more about the brand here