Crafted Richness
The Ideal Home and Garden - India|October 2020
Bountiful and diverse, Indian crafts are the result of the individualized expression of creativity from the people of different regions, that have been honed and perfected over hundreds of years. TIHG brings to you 6 contemporary brands that are breathing new life into these age-old crafts by changing their context and yet retaining their vibrant and earthy charm.
Arushi Chaturvedi

Sarthak Sengupta & Sahil Bagga (Co-Founders, Sarthak Sahil Design Co)

With the aim of narrating human stories of artisans and craftspeople, Sahil and Sarthak created their company where almost all products are handmade by master artisans who channelize their skills and learning passed down by generations of practice. They highlight that unlike common perception “the artisans we work with function like modern day industrial designers. They pay attention to every detail, optimize production by proposing creative ideas and strongly believe in saving resources and following sustainable processes.” Guided by their skills, Sarthak and Sahil endeavour to use re-contextualization and reinterpretation to keep these arts and crafts meaningful for the contemporary user.

Catherine Trotman (Creative Head of Home and Lifestyle, Fabindia)

Fabindia has a 60 year old heritage based on the incredible craft base of India. Giving insight behind the reason for this, Catherine points out “traditional craft underpins nearly every decision we make around a product and is an integral part of the DNA of the brand.” And integral to this is the relationships that they have formed with artists, who have taught them what is immeasurable. For her it is “in a word, ‘emotion’. It is the deep personal connection that the artisans have with their craft that a book can never convey. Many of the craft processes are very repetitive and rhythmic, bringing with them a meditative quality which can only be experienced first hand.”

Shibani Jain (Founder and CEO, Baaya Design)

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