Homegrown Wonders: 6 Young Brands That Celebrate 'Made in India'

Founders: Anuj Kothari and Valerie Barkowski

This is the story of a Mumbai-based engineer, Anuj Kothari, who dreamt of opening a home decor store that celebrated local materials, designs and Indian craftsmanship. He searched for a creative partner who could help him develop the idea. One day he chanced upon Belgian designer Valerie Barkowski’s work and fell in love with it. The two met in France and after many discussions, in 2014, No-Mad 97% India took shape. Today it’s an entity with a definitive quirk, that gives a modern twist to traditional designs, as seen in their range of furniture, textiles and accessories. Where else in India would you find the holy Nandi bull as a company’s leitmotif, posing as a muse and mascot? Their knack of making quintessentially Indian symbols, practices and materials a part of contemporary culture, is inspiring.

“NO-MAD is a child of India but sometimes wanders beyond the imagination of its homeland. Its heart beats for India; its feet are rooted in this land, and its glance delves into the daily life of the country. A 100 per cent Indian brand? Impossible and impractical, as influences combine. But 100 per cent for India, for sure,” Kothari says.

Founder: Gautam Sinha

Deep within a dusty alley in New Delhi thrived a creative fashion studio owned by Gautam Sinha, a NIFT graduate in fashion design. In 2010, he had an epiphany: to discard conventional fashion design and explore the world of Indian leather and its craftsmanship. He also wanted to pay tribute to Indian designs by blending them with contemporary interpretations. So, Nappa Dori, meaning “leather and thread”, was established. Although dipped in an Indian design flavour, the brand’s meticulously crafted bags, luggage, stationery, trunks and accessories have an overt international appeal too, making these popular purchases for global audiences as well.

“The brand is firmly rooted in Indian origins. Every handcrafted piece of accessory atNappa Dori is an expression of fine individuality. Our products that tell the Indian story evoke an emotional connect with customers. Take, for example,our laptop bags with imagery inspired by our historic landmarks and vibrant culture, and our trunks inspired by the Maharajas during the British Raj; everything has a unique identity,” Sinha says.

Founder: Sandeep Sangaru

When the Banglore-based designer Sandeep Sangaru’s bamboo furniture, called Truss-Me, won the Red Dot Design Award in 2009, he was encouraged to set up his own practice, Sangaru Design Studio. His idea was straightforward: to bring together Indian crafts with good design and technology practices to make furniture invaluable. His initiative is focused on reviving the art of ‘made by hand’, and on learning from Indian craftsmen while equipping them with modern skills.

“I choose to work with artisans because their skills and knowledge are invaluable. Unfortunately, Indian craftsmanship is languishing very rapidly. This is alarming, because one day these sustainable practices will fade away and we will lose our precious traditions. My philosophy of collaborating with craftsmen and artisans is the only way to give importance and value to their practices and skills and give them back their pride and dignity. I’m only trying to collaborate my knowledge and practice of design with the knowledge and skill of a craftsman to make products that stand apart,” Sangaru says.

Chairman: Ashish Gupta

Ashish Gupta, an alumnus of the Harvard Business School, took over the reins of Noida-based Inliving India in early 2012. His ambition was to establish an organisation that offers high-quality products made by skilled artisans, for customers in India and abroad. Today, the company retails sustainable and reclaimed furniture, created from a combination of wood and recycled, traditional fabrics.

“Inliving has always been a reputed maker of sustainable solid wood furniture that is drenched in Indian sensibilities merged with contemporary styles. These are all made by our team of highly proficient designers and artisans. The timber used in the furniture is harvested ethically; from legal and environmentally-friendly sources,” Gupta says.

Founder: Shabnam Gupta

Mumbai-based Shabnam Gupta set up her interiors and architectural firm called Orange Lane in 2003, where she worked on projects across a range of categories and ethnicities of India. Over time, her love for designing and sourcing products drenched in tradition encouraged her to take another leap and create a brand that would be a destination for indigenous designs.

That’s the back story of Peacock Life, set up in 2010 – a lifestyle store that offers decor products made in wood, metal and sometimes even up-cycled materials. There is a cultural throwback plus a glamour quotient associated with Peacock Life products – it isn’t uncommon to see its quirky lighting fixtures, artisanal wall hangings, playful accessories, sketches and paintings in both celebrity and non-celebrity homes.

“We strive to empower rural artisans and their work by blending it in with current trends. The store emulates our culture and the fact that we are connected to and inspired by our home country. We blend our products with modernity and various other cultures and create masterpieces,” Gupta says.

Founders: Enda Noone and Nilisha Kohli

While doing their Masters in Dublin in early 2000, Irish-born Enda Noone and his Indian classmate Nilisha Kohli bonded over their love for beautiful and original design. Once, after a frustrating Christmas shopping trip, they hit a bar and started talking about how there was nothing exciting or unique offered by brands any more. This sparked an idea – to create an online one-stop shop for quality products reflecting fine Indian craftsmanship in both the fields of fashion and of interiors. Thus Ikka Dukka, which literally means ‘rare’ in Hindi, was founded. Their offerings are delightful – candles, quilts, lights and accessories, all of local Indian materials, crafted carefully by hand. Everything has the charm and warmth of a local flea market find – attractive and unique.

“Our mission is to make and curate the best handcrafted Indian products. Each piece has a one-of-a-kind appeal, and the look of a treasured find. We wanted to create a brand that respected individuality in style, combined the traditions of Indian craftsmanship with good contemporary design. We also use sustainable materials wherever we can and wholeheartedly support the ‘made and designed in India’ cause,” Noone says.

This recommendation was first posted on houzz.