no mad indian decor brands
by Sneha Ullal Living
October 12, 2019

6 Indian decor brands that could turn you into a makeover maniac

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I survived my last job at a leading design magazine for two reasons: Disciplined schmoozing at events and, well, Instagram. As much as I have a blossoming love-hate relationship with both, they have undoubtedly fuelled my love and shameless curiosity for good Indian decor brands.

Shameless, because while you choose to drool over recipes of chocolate fudge cake on your newsfeed, I’d rather salivate over handmade embroidery (Cross stitch! Mirrorwork!) making a comeback, original cane netback Chandigarh chairs as rare as tiger sightings at Jim Corbett, art deco floor tiles and terracotta everything. So in short, #FullNerdForDesign

Thanks to the incessant thumbing on social media, I find myself sub-consciously pushing to discover people who are either investing in brilliant business ideas, or just making the coolest things. From passionate ex-corporates who found their second calling in Indian decor brands to bright kids fresh out of school and people championing pure sustainable, pure craftsmanship — each story is so inspiring, so furiously, intrinsically Indian that I sometimes wonder, why we’re not talking about them enough.

So here’s a humble nerd attempt at the latter – my list of Indian decor brands that will hopefully ignite your love for seriously good, homegrown, handmade, heart in India design.

Ellementry

The kind of kitchenware that’s brag-worthy enough to display on your dinner table and no-fuss enough to store in your kitchen armoire. Basically, Ellementry get an A plus for suiting the millennial expectations of “multi-purpose with character”. One of the most current labels to come out of Jaipur, this kitchenware brand serves equal portions of artisanship and nostalgia. The brainwave of Ayush Baid, hailing from a family of handcraft export manufacturers, Ellementry has products made from terracotta, teakwood, mangowood, ceramic and brass – all grounded, sustainable elements handcrafted in easy-to-handle shapes. You can currently buy their beautiful stuff off their website or wait till their stores come up shortly, across the country.
In my shopping cart: The terracotta curd setter that reminds me of my grandma’s eons-old clay Mangalorean fish curry pot.

No-Mad 97% India

If loud Indian kitsch had a calmer alter ego, it’d be No-Mad. Also its three percent has Moroccan, Russian and Belgian roots, thanks to its global citizen designer Valerie Barkowski, who’s “heart has always been in India”. Valerie met with Anuj Kothari, an engineer based in Mumbai, and together they came up with No-Mad 97% India – a multi-cultural homeware brand with a red-bindied majestic bull for its mascot. Apart from the cool percentile name, the stark retro-inspired combinations of white and red, indigo and mirrorwork, embroidery and calligraphy seem effortless, but of course each is a work of craftsmanship and the result of championing a consistent vision of Indian modern. While you can buy everything from their fabrics to their light herb garden scented candles online, please stop by their quiet, lovely corner shop in the heart of the chaotic Mangaldas Market, south Mumbai – shop talk and have chai-vada pav on the white floor mattresses with Anuj while he unfurls all the fabrics/cushion covers you like.
In my shopping cart: EVERYTHING indigo, from the Noor cushion covers with mirrorwork to the signature Patta chair.

Varnam

Channapatna wooden toys, but with relevant upgrades for adults and adulting kids – serving platters, bidri accented neckpieces, owl fridge magnets and crocodile shaped wine holders. A former engineer based in Bengaluru, Karthik Vaidyanathan took the distinctive and symbolic craft of Channapatna toys, and transformed it to a paradise of vividly colour-blocked home décor products. Handcrafted mostly by women artisans and experts of the craft, the diverse product range, which includes everything from lamps, platters, storage boxes and more, all taking cues from the innocent forms and shapes of the toys is 100 percent eco-friendly, with barely any wastage – because even the residual wood chips get used to make incense. So glad he’s finally retailing in Mumbai, out of the lovingly curated home store, Baro, in Lower Parel.
In my shopping cart: Their striking table lamps and Bidri detailed pendants

Phool

Eco-friendly incense made from discarded temple flowers – smart, nice to the environment and your lungs, and smells divine.
I have to thank Instagram’s sneaky algorithms for this find on the list of Indian decor brands. Possibly one of the best examples of circular economy, Phool was founded by Ankit Agarwal, a computer engineering graduate who developed a keen eye for sustainable measures. The brand is really all natural, specialising in incense that’s charcoal-free, made from dried and discarded flowers, natural essential oils, milk and honey and further infused with natural fragrances like orange, lemongrass, citronella and eucalyptus. The best part is that this businesses benefits a hard working community of women artisans who hand roll the incense sticks and cones. Also you can’t help but admire the slick, colourful packaging and striking illustrations.
In my shopping cart: The beautifully illustrated Diwali incense gift box

Kalakaari Haath

Mumbai-based Sahiba Madan was a full-time architect, until she dug deep into traditional building crafts in India and proceeded to illustrate a series of postcards that highlighted these techniques. That’s how Kalakaari Haath was born – a versatile multi-disciplinary studio that not only specialises in graphic design and illustration but also makes wall decals and papers, inspired by Indian symbols, motifs and crafts. Some signature patterns include indigo meets Shibori, animals prancing in Mughal gardens, and even the ubiquitous dabbawalla of Bombay. If you’re looking to do up more than just walls, they’ve just launched their interior design and architecture offshoot called “Insitu”.
In my shopping cart: In the spirit of the festive season (the season of home makeovers), Raas Red wallpaper – inspired by the story of Krishna when he dances with Radha and her sakhis.

Sky Goodies

Brainchild of designer couple Misha and Amit Gudibanda, Sky Goodies started out with being inspired by the colours and magnificence of truck art. It has now evolved into a rediscovery of the joy of making, where there’s something for every kind of paper craft nerd. While their sewing machine and typewriter shaped desk calendars are bestsellers, their creative gift packaging and endangered animals DIY toy kits are too cute to resist.
In my shopping cart: DIY mini friends – their educational craft kits about endangered wildlife.