Business Remedies | Shruti Kothari | Sr. News Editor | Meet Anjali Gadia, a trailblazer redefining the worlds of jewellery, home décor, and entrepreneurship. With an extraordinary vision, she seamlessly blends Jaipur’s rich heritage with contemporary design, creating a legacy that celebrates artistry, innovation, and empowerment. As a Chartered Accountant (CA) and Company Secretary (CS), Anjali brings a rare combination of financial expertise and creative brilliance to everything she undertakes. She is the Founder and CEO of multiple ventures, including the jewellery brand Sataara19 and the home accessories brand Sabera.luxe, where her exquisite creations celebrate craftsmanship while providing economic opportunities to local artisans. Her jewellery has been worn by numerous celebrities, including Miss Universe Harnaaz Kaur Sandhu and Bigg Boss stars Hina Khan and Shweta Tiwari, among many others, establishing her brands as leaders in the industry. Beyond her creative pursuits, Anjali is deeply involved in the community. She is the Chief Secretary of the Women’s Wing of the Agrawal Samaj, a member of Young India, and a member of the Confederation of Indian Industry (CII), reflecting her commitment to empowering women and supporting entrepreneurship.
In this interview, she shares her journey across business, finance, creativity, parenting, sports, and community building. Soft-spoken yet fiercely determined, Anjali’s story is a masterclass in living a purposeful, all-rounded, and inspiring life.
In conversation with CA Anjali Gadia, Founder & CEO, Sataara 19 & Sabera.luxe
Q: You come from a small town, yet your story feels larger than life. Tell me about your early years, what shaped you, and how your family, especially your father, influenced the choices you made?
A: I was born in Neem Ka Thana, a small town near Jaipur, but my world was always much bigger because of my father, Mr. R. K. Agarwal. I grew up watching him work with relentless dedication, never hesitating to take bold decisions. That instilled in me the belief that there are no boundaries if you trust your vision. Education was non-negotiable for him. Since good schools weren’t easily available in Neem Ka Thana, he did not think twice before sending me and my three siblings away for better opportunities. What I deeply admire is that he never differentiated between his daughters and his son. Our education and growth always came first. Both my parents worked as a team, instilling in us the values of discipline, courage, and persistence. I spent ten years in boarding at Bhavans Vidyashram in Jaipur, and later, under my father’s guidance, I decided to pursue Chartered Accountancy. Preparing for CA was a test of resilience. It demanded hard work, focus, and confidence. Becoming a CA was not just an achievement, it was proof that the values my parents raised us with actually work in real life. Around the same time, in 2013, I got married, and I have been blessed with a very supportive husband and in-laws, which made the transition from student to professional much smoother.
Q: After qualifying as a CA, what made you step away from practice and pursue entrepreneurship instead?
A: Business has always been in my blood. During my internship, I realized I had a knack for managing numbers and analysing balance sheets, but I didn’t want to spend my life working on someone else’s. I wanted to create my own balance sheet, one that reflected my vision, my risks, and my hard work. That thought stayed with me and eventually became the foundation of my entrepreneurial journey.
Q: You’ve often mentioned your father as a major inspiration. Are there lessons from him that you still carry with you, especially through life’s ups and downs?
A: So many. My father had this beautiful way of teaching us through Kabir’s dohas, and those words are deeply woven into how I live. One that I 
often think about is “धीरे धीरे रे मना, धीरे सब कुछ होय, माली सींचे सौ घड़ा, ऋतु आए फल होय”. It’s a reminder that everything takes time, and patience is key. He always encouraged us to aim for long-term success instead of quick wins, and that mindset has guided me through every challenge. Another thing he instilled in us is honesty. No matter what, always speak the truth. Even if you make a mistake, honesty gives you courage and clarity. And perhaps most importantly, he taught us to never hurt anyone. To act with kindness and integrity in everything we do. These lessons are not just memories, they are guiding principles I now share with my own children, hoping they, too, will carry them forward.
Q: Speaking of always being truthful, business often involves bending the truth, sometimes in small ways, sometimes bigger. How do you manage to lead an honest life and speak only the truth?
A: My father often shared stories to teach us this. He would say that you might make a quick sale by exaggerating or hiding flaws, but if you want lasting relationships with customers, honesty is non-negotiable. The same applies to your team. If you want loyalty and strong bonds, it cannot be built on lies, you have to be transparent and genuine in every action. He taught us that business built on honesty may grow slowly at first, but it stands the test of time. Lies might give short-term gains, but they can never sustain long-term success. I carry this principle with me in every decision I make, whether it’s with clients, my team, or partners.
Q: Let’s talk about your first business venture, Sataara 19. How did a CA like you step into jewellery designing, and how did the idea come about?
A: Sataara was born on 19th April, 2016, but the journey started much earlier, right after my marriage in 2013. Like many women, I was curious but hesitant, wondering how to start my own career, what people would think if I stepped out to work, and feeling a little scared and confused. But when I conceived, a thought struck me. My mother used to say that Abhimanyu learned everything in his mother’s womb, and that stuck me. I didn’t want my child to grow up absorbing fear or hesitation. So, just two months after Anaisha was born, I spoke with my sisters, Smita Goyal, a talented jewellery designer, and Saniya Agrawal, an MBA professional, about creating something together. Also, around that time, Instagram was just starting to gain popularity in India, and we realized the digital space could give our ideas a platform. We decided to create something in the jewellery sector, combining our strengths. We launched our own website, and Instagram gave us a significant boost. Connecting with customers and even celebrities became surprisingly easy, and our venture began to take shape. The name Sataara was suggested by our mother, though we later realized trademarking it was tricky because Satara is also a city in Maharashtra. What made the transition smooth was that creativity and business sense were always part of our household. My mother’s eye for beauty and unique décor gave us a fresh perspective on design. I handled finance, Saniya brought her branding and business expertise, and Smita led the design aspect. Together, we had all the pieces needed to build Sataara, and that synergy made launching our venture feel natural and exciting rather than daunting.
Q: Along with academics and creativity, you also played basketball growing up. That’s quite an all-rounded upbringing. How important do you think sports are, not just in life but also as a business leader?
A: Sports shaped me as much as education did. While studies taught me how to make the right decisions, basketball taught me resilience, how to take a hit, miss a shot, and still come back stronger. In life and in business, you cannot stop at failures, nor can you get stuck celebrating one win. You have to keep moving, keep strategizing, keep playing. That is why I strongly believe parents should give children both, education for wisdom and sports for strength. Together, they build leaders who can face anything.
Q: Sports instil resilience, teamwork, and leadership. How have these lessons shaped your approach to business, and how do you maintain balance between your personal and professional life?
A: Sports taught me that leadership is not about individual glory but about uplifting the entire team. As a captain, victories are shared, and setbacks are opportunities to inspire and guide. In business, I lead the same way, listening to every team member, resolving challenges, and fostering an environment where collective effort drives success. This ethos, inspired by my father’s example, forms the backbone of our work culture. The same principle governs my personal life. Wherever I am, I am fully present. At home, my attention is entirely with my children; at work, I immerse myself completely in the task at hand. This conscious presence allows me to balance responsibilities, nurture relationships, and lead with clarity and purpose.
Q: Beyond Sataara, what other ventures have you explored?
A: While Sataara was growing, we felt the urge to explore new horizons, which led to the birth of our sister company, Sabera.luxe, specializing in premium silver-plated home décor. Although the brand officially launched in 2025, we had started preparing years earlier, anticipating the need to pivot and scale. Today, Sabera is present on platforms like Amazon, Nykaa, Ajio, Flipkart, and The June Shop. Sabera is our way of blending Rajasthan’s legendary craftsmanship with contemporary design sensibilities. We collaborate with skilled local artisans, connecting their artistry with our ideas to bring unique silver and brass creations to a wider audience. Every piece is thoughtfully designed by us, with manufacturing handled through trusted partners in Jaipur. Our collections strike a balance between premium quality and affordability, making traditional karigari accessible while staying modern and relevant.
Q: With such a diverse collection, which products are your customers gravitating towards the most?
A: At Sabera, products that combine luxury with a spiritual or functional element are seeing the most demand. For instance, we recently created a Tilak Stick to make applying tilaks easier without repeatedly cleaning hands, especially during the festive season. Designed with a peacock feather, it quickly became popular. Our focus is always on blending artistry with utility, whether it’s decorative or every day-use pieces.
Q: Beyond Sataara and Sabera, what other initiatives are you working on?
A: You know, I’ve always felt the need for a space where women can truly be themselves, so my friend Disha and I decided to start Maharanistribe. It’s a community for women who want to live unapologetically. We want it to be a place where they can grow, learn, and feel supported emotionally, mentally, and financially. We’ll cover everything from financial planning, saving, and investing, to government schemes, wealth management, stock market basics, and even creating their own wills. On top of that, we’ll show them how to use Artificial Intelligence smartly and bring in inspiring speakers to empower them in all aspects of life. We’re starting with around 40 women and will have workshops, experiential events, and much more. The goal is simple: a safe, judgment-free space where women can speak their minds. We’re planning to launch in October, and I’m really excited about it.
Q: You’ve ventured into so many diverse fields, from CA to entrepreneur, and now making waves on social media. What message would you like to share with young readers and aspiring entrepreneurs?
A: I would say, first, know your voice. Be clear about what you want to say and what you want to create. Patience is everything. Rome wasn’t built in a day, and neither will your dream. Focus on building a strong foundation, stay consistent, and connect genuinely with your audience across platforms like Instagram, WhatsApp, and LinkedIn. Build a community and earn their trust; that’s what lasts. Also, don’t rely on someone else to do it for you at the beginning. Learn the ropes yourself, manage your accounts, understand your business online. Tools like AI or agencies can help, but they can’t match your dedication. Be hands-on, be persistent, and keep going, because that’s how real success is built.
Q: For new startups, what advice would you give on financial planning and approaching investors?
A: First, be clear about your budget and how you plan to allocate it. Know your real-time figures, what costs what, and be practical. Understand your cash flow. This is also why I advise not hiring agencies right away. Managing small things yourself saves money and teaches you the ropes. When it comes to investors, plan strategically and, if possible, put in your own money first. Know exactly how you will use the funds and what returns to expect. Before approaching an investor, visualize if the money were yours, how much could you realistically grow it. Also, look for investors in your field, because they can provide invaluable guidance. Even if you don’t need funding, meeting experienced investors helps you prepare a strong roadmap. Keep discussing ideas, take feedback seriously, and learn from your customers; their insights will help you refine your product and grow sustainably.
Q: Is India a good platform for startups right now?
A: Honestly, every time is a good time to start a business if you have the desire to build something meaningful. The key is your vision, dedication, and willingness to learn and adapt. India offers immense opportunities for those who are ready to take the leap.
Interviewed By:
Shruti Kothari
