About a year-and-a-half ago, designer Krsnaa Mehta of India Circus was at a meeting discussing doormats, when he visualised the silhouette of a pair of Kolhapuris placed on a bright background. Thus was born the iconic ‘Funky slippers doormat’ in a sea of turquoise blue hedged by orange, maroon and pink.
In a company that goes through a total design makeover every quarter, this is possibly the only product that has stood the test of time. More than a 5,000 pieces have been sold, says Cereno Simoes, brand and marketing manager. In a way, the doormat is reflective of the colour palette, quirkiness and design philosophy that governs the purchase decisions of millennials.
They seem to go in for a combination of things that are desi, kitschy, quirky and colourful. “Take, for instance, the doormat,” says Cereno. “Certain designs have a psychographic connect. In this case, the Kohlapuris are something the Indian audience easily relates to and understands.” Ironically, a similar one with mojris on it did not do as well.
Check out most online furnishing portals and what greets the eye is a rush of colours and Indian motifs, used in unusual combinations. Maalgaadi has reversible cushion covers with prints of ‘coconut palm pickers’ on one side and a coral palm weave print on the other. Edgy, interesting and Indian.
Many websites offer cushion covers with a line drawing of the Gir lion, a rabbit that’s almost smiling, and bed spreads and quilts with cutesy prints of wildlife. Others stick to the tried-and-tested mirror work and hand-stitched spreads, but with a contemporary twist. These are the kind of things that call out to jewellery designer and writer Srinardhini Janardhanan. “Even when I was in my 20s and not earning much, I would scout around for the look I had in mind for the house, be it a jet-black bed cover teamed with red-and-yellow mirror-worked pillows or curtains with ethnic prints,” she says. These days, she ensures there’s an ethnic touch to even the austere black leather sofa at home — cushions in earthy Indian shades.
Subbrajha K., designer at Chennai-based Kalpa Druma, says they don’t create patterns based on age, because you can never predict who loves what. “What we do offer is different prints, including funky ones, which we create here at the store, in curtains, bed spreads, quilts… But, we stick to the traditional mode of rendering the designs — blocks are cut and they are then printed. We create themes, for instance, floral, Mughal, geometric patterns, and come up with varied versions that dip into the current colour palette and appeal across age groups.”
Cereno says they broadly classify their clients into those who love elegant designs and those that are kitschy, quirky and pop culture-inspired. “Be it anything from passport covers to travel accessories, the younger set likes to surround itself with colour. The senior buyers veer towards home accessories that are Indian, have bright colours and are yet muted in their approach.”
India Circus is to also shortly launch a range of cushions in linen; these again, will be printed. Krsnaa says they hope to create a design pattern that syncs with the multiple sensibilities of people. “I like prints that will work in Mumbai, Zurich, New York or Hong Kong; designs that will take the India story with them; and colours that are not too dark or deep, but fresh and reminiscent of our country.”
This love for all things Indian shows in the inspiration behind the prints — Mughal miniatures, the jaalis, domes, arches and doorways of palaces, and pretty floral prints that are a takeaway from the vast gardens of the past.
Elephant motifs are a huge hit across categories. Multi-coloured appliquéd elephants lord over bed linen, and even curtains. Chumbak has a round cushion in green with decorated yellow-and-pink jumbo motifs finished with a bright pink hemming. Vivek Prabhakar, founder and CEO of the Bangalore-based company, says their range caters specifically to the millennial, who seeks products/brands that are different from what his parents buy.
“We curate for them, at price points they find affordable. They like colours yes, but also like to mix and match products. For instance, bright cushion covers and rugs might be offset by a classy, sophisticated lampshade.”
Curtains, drapes and throws are another area where designers experiment with colour and motifs. Kalpa Druma has ethnic curtains in cotton with paisleys and floral motifs in pretty blues, reds and yellows, perfect for the August weather, when it’s neither too warm nor cold. Depending on the colour, they’d look good in a teeny-bopper’s den as well as a handloom-loving couple’s cosy corner. Just what the designers want — to touch hearts and hearths across ages.
