How Sonika Khurana turned a lockdown hobby into a 1.1 mn-strong community

New Delhi: “I never set out to become an influencer—I simply wanted to share my passion,” said Sonika Khurana Sethi, influencer, educator and the creative mind behind Coloraza, an interior design firm.

Khurana never imagined her self-taught passion for interior design would one day place her among India’s most prominent content creators. Today, with over 1.1 million followers on Instagram, she's not just decorating homes—she’s redefining how design meets storytelling in the digital age.

Her journey didn’t start in a studio or a high-rise office, but at home, with a camera roll full of design projects and a lockdown that left her craving creative connection. “I had just had a baby, and I had so many years of design work saved up,” she recalled. “I started making Reels just to feel a sense of self again.”

What began as self-expression soon took off. Khurana’s creative transitions and authentic style went viral without chasing numbers. “I let it come to me,” she said.

Since then, Khurana has collaborated with over 100 brands, including campaigns like Euro Pratik, a brand she had loved and supported long before they partnered officially. “I was manifesting that one; it was surreal,” she smiled.

But not every project has been effortless. One of her most memorable (and exhausting) shoots came with Samsung. The high-stakes campaign involved a full-day shoot, international approvals, and directing her own family on set. “I felt like an actress on a movie set,” she laughed. “But I learned so much about discipline and creative precision.”

Of course, the content world isn't without its frustrations. A beautifully produced campaign with Tilak Stone Art didn’t get the expected traction, teaching her an important lesson in the unpredictability of virality. “It got 200K views, but that wasn’t up to the mark for me. That’s when I realised not everything goes viral. And that’s okay.”

That wisdom has shaped how she approaches branded content now. Repetition, subtle integration, and trust-building are at the heart of her strategy. “One reel isn't enough,” she said. “The audience needs to see a brand again and again before it sinks in.”

That self-assurance also shaped her perspective on the influencer economy. Despite her reach, she candidly admitted that design creators don’t earn as much as their fashion or beauty counterparts. “We’re still growing as a category. We’re not the ones who drive immediate sales, but we build awareness and inspire long-term decisions.”

Sonikashares content that blends design, daily life, and motherhood. From room transformations to practical decor tips, her work reflects a consistent style and voice. Her journey highlights how personal passion and persistence can shape a unique space in the digital landscape.