Encompass signs Karan Johar as face of home décor brand Stoa Paris

Encompass Design India Ltd has signed filmmaker Karan Johar as the brand ambassador for its premium home fashion brand Stoa Paris, as the company looks to strengthen its position in India’s growing premium home décor market.

The company said Johar’s association aligns with Stoa Paris’ focus on design-led, expressive living spaces, targeting younger and affluent consumers who increasingly view their homes as an extension of their personality. It believes Indian consumers are increasingly prioritising design, craftsmanship and personalised interiors, creating demand for premium home fashion brands.

“The Indian consumer aesthetics sense is undergoing a massive generational shift with a quest for design, craftsmanship, and personalized living spaces,” the company said, adding that Stoa Paris aims to redefine the home décor experience through bold, design-led offerings that position the home as a reflection of individual identity and lifestyle.

Sonia Nigam, Business Head – Home Furnishing at Encompass Design India Ltd, said the company is building the brand for “the new affluent and younger India that sees the home as an extension of identity and personal expression.”

“Karan Johar is not just a style icon, he is a cultural trendsetter for bold fashion with an unparallel art of storytelling that sets him apart in a way few others can. His flair for dramatic spaces brings a distinctive point of view that reflects a very high creative alignment with our brand Stoa Paris,” Nigam said.

She added that the brand is already among the fastest-growing players in the bed linen category with lakhs of customers and that the partnership would further strengthen its premium positioning while helping redefine the home fashion segment.

Commenting on the partnership, Johar said, “I’ve always believed that your home is the most honest reflection of who you are, it’s where your personality shows up without filters. For me, design isn’t just about how something looks, it’s about how it makes you feel and the story it tells.”

He added that Stoa Paris balances bold, fashion-forward design with everyday luxury and said he was excited to work with a brand encouraging consumers to treat their homes as an extension of their personal style. The brand is available through its website, major e-commerce platforms and offline retail stores.