The Spotlight is on India Now

The pandemic has thrown open the doors to look within, buy and manufacture locally, and promote the country’s treasure of crafts, as Kanupriya Verma of Ikai Asai tells Architect Nishita Kamdar

- AR NISHITA KAMDAR

What is it that makes Indians go weak in the knees for the prized ‘Made in Italy’ or ‘Made in China’ tags? Is it that such labels act as confirmation of fine quality and authenticity and grant a sense of style that is internationally praised? Is it because they lend an ego boost of having bought from an international designer or store? Are we so oblivious to notice the treasure trove of Indian designers and craftsmanship, or are we just too busy glorifying Western capitalism? A known fact in the design industry is that most of the well-established, popular and largest international furniture brands manufacture their products in India—a market they see as unparalleled in terms of quality and price. Then why is it that we Indians shy away from buying or making these same products in India and proudly flaunting our thriving culture and craftsmanship?

‘Make In India’, a groundbreaking, trendsetting, headline-making and not to forget a long overdue initiative by the Indian Government launched in 2014. It aims at making India a global manufacturing hub by not only opening up more jobs in the country, but also attracting domestic and foreign investments into the manufacturing and innovation sectors, in what is a carefully curated progressive move. We often find ourselves becoming prisoners of Western culture and influence, whereas it was the West that first identified our richness of taste, design and wealth, and by many means overexploited us, thus turning us from the richest land to the one of the poorest. It is now time to look within once again, and recognise the talent and ability of our people and our businesses.