Looking Back - 25 Years Of Good Earth
Elle India|April 2021
For over two decades, this home decor and apparel brand has been reintroducing us to our own roots. Vinita Makhija traces its historic milestones

The Indian sensibility is often looked at as maximalist and royal, sometimes kitschy and even ethnic. To encompass India's cultural diversity takes a large and compassionate vision. Good Earth's Anita Lal, a formidable name in Indian design, has successfully done just that. As 2020 put our homes back in focus, Lal says, “My deepest desire is that we look at the wisdom inherited from our ancestors.” With a mission to introduce products that bring joy to everyday living, Good Earth has grown to be a full-fledged design brand, focusing on home, apparel, textiles and international partnerships. Most importantly, it’s also a destination to address a collective yearning for our culture. As the iconic brand celebrates 25 years, we trace its evolution through 15 of its biggest milestones.

1996: The beginning: The first Good Earth store

Anita Lal, an avid potter herself, recognised that the craft of the kumbhar village potters was dying. Terracotta matkas were giving way to lighter, unbreakable plastic containers and severely affecting livelihoods. A revivalist and patron at heart, she opened the first Good Earth boutique at Kemps Corner, Mumbai as a platform to connect the village potters with urban consumers who could appreciate Indian, with a twist.

1997: Spice trail, The first design story

The brand’s distinctive brand and design language means one is able to recognise the motifs and products everywhere. ‘Chillies’ celebrated the quintessential Indian red and green chillies on hand-painted china in indigo, with accents of saffron, red and turquoise. Watch out as they re-release this vintage print as a part of their flashback campaign this summer.

2000: God’s own inspiration board: Periyar

“When you think of home, it’s always the bedsheet first. Textiles were a natural progression for us.” Mrs Lal’s vision for a coastinspired line included hand-block print on linen featuring motifs of majestic elephants and verdant groves of palm, banana and mango trees. This bestselling collection includes a range of cushions, bed covers and tableware. The cups with the palm prints, alone, have sold more than 75,000 pieces to date!

2005-2007: A fine taste: Raghuvanshi Mills flagship store &Tasting Room, India’s first wine bar

A growing presence meant a larger space. Serendipitously, a 20,000 sq ft Raghuvanshi Mills space in Mumbai was identified. Previously a textile mill, it was envisioned to be as evocative and romantic as the products themselves. In 2007 they launched The Tasting Room, a cafe with an intent to celebrate wine in a cosy, romantic space along with a library.

2005: Sacred metals: Kansa craft innovation

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM ELLE INDIAView All

PRETTY WOMEN

Chopard’s newest collaboration is born out of an old friendship. Its doyenne, Caroline Scheufele, talks to Sonali Shah about her personal bond with Julia Roberts, and her love for cinema

3 mins read
Elle India
April 2021

SADDLE UP!

Everything you need to know about the glorious Amateur Riders’ Club, Mumbai

2 mins read
Elle India
April 2021

NAME TO KNOW: HANSIKA JETHNANI

Meet the openly queer poet, businesswoman and visual artist, who’s carving a niche for heself

2 mins read
Elle India
April 2021

MAKING A DIFFERENCE

Acclaimed producer Guneet Monga talks to Ainee Nizami Ahmedi about navigating the path of filmmaking and opening doors for other women

3 mins read
Elle India
April 2021

CHANGING THE GAME

Filmmaker Tahira Kashyap Khurrana aims to bring light to people’s lives with her work, she opens up to Ainee Nizami Ahmedi

3 mins read
Elle India
April 2021

AMBER'S GREEN MANIFESTO

She was one of the first to raise her voice for a more sustainable and eco-friendly approach to fashion, and shared her concerns with Karl Lagerfeld. Today, Amber Valletta, true activist, 90’s supermodel, actress and muse to the late iconic designer, is co-signing a Spring conscious accessories collection for KL. She looks carefully at the big break for sustainability in the fashion industry. With good reason?

5 mins read
Elle India
April 2021

SARI REDEUX

KH Radharaman of Advaya is changing how we look at the Kanjeevaram sari. Vinita Makhija visits the sari’s birthplace with the visionary and returns suitably impressed

4 mins read
Elle India
April 2021

Looking Back - 25 Years Of Good Earth

For over two decades, this home decor and apparel brand has been reintroducing us to our own roots. Vinita Makhija traces its historic milestones

5 mins read
Elle India
April 2021

A Time To Fight, A Time To Heal

Wellness is undergoing a paradigm shift. Aditi Rao finds that she is here for it

2 mins read
Elle India
April 2021

WHY KAMALA MATTERS

The woman who could be Vice President on the fight for justice and freedom she’s been waging since birth

10 mins read
Elle India
December 2020