The by-lanes of Hauz Khas Village never ceases to add to the joyous galore of eccentric and real moments of wonder. It is a quirky paradise of all things marvellous.
Reminiscing their rendezvous, two young Frenchwomen — Iris and Emeline — can’t get over their encounter at a “maddening” party.
But it was reason enough for them to realise their passion in 2010. Welcome to Purple Jungle — a home décor outlet. Standing on the threshold of exotic and exemplary repository of kitsch, Purple Jungle manifests an intriguing amalgam of everyday products ranging from bags, posters, stationery, coasters, cushions, paintings and sofas.
With coasters laid in a criss-cross pattern, pouches and toys stuffed in steel utensils, metal tubs, bags resting on plastic chairs, funky and quirky designs do the trick here. Their products also retail out of stores in Bengaluru, Mumbai, Chennai, Goa and Surat.
Delving deeper into their vision, Iris says: “We were working with an export company and this kind of merchandise was working well abroad. Moreover, we wanted to do something Indian with a twist — something we would like to buy ourselves. So we asked ourselves, ‘Why resort to the export medium and not sell directly?’ We went ahead with unflinching conviction and here we are.”
Soon, they were able to replace the imprint of the blowhorn visual that initially caught their eye with roadside chai stalls, coconut sellers, fruit vendors and dhabas .
Giddy and elated, Emeline proudly shows us their first-ever product — a blowhorn bag delicately placed in a metal tub.
Standing at the threshold, one cannot help but rave in the truest sense at all their old school cinema paintings.
Back in 2010, stepping into a niche market zone was a blueprint to success. But now a lot of people are going in for funky and brightly-coloured merchandise.
TransitionOn being quizzed about their transition from none to many in the field, she says: “We have never tried to streamline our product range with carefully articulated plans guiding us, because the market structure has changed. Instead, with constant experimentation we have diversified gradually. It is always nice to be subtle and regular as it helps connect with a larger market. However, competition always helps recharge you.”
Sitting in the backwaters of Kerala, they brainstormed for an ideal name reflecting an urban Indian bazaar, and eventually picked the word ‘jungle’. The choice of the colour purple was to satiate their desire for something really eclectic, and hence Purple Jungle.
On two the Frenchwomen meddling with something desi , they responded: “Living and experiencing a different country helps one to embrace diverse aesthetic sensibilities. Our experience in the garment and textile industry helped us hone our skills. Moreover, you start valuing the aura of the place you live in and try novice forms.”
However, the journey has not been a complete “cakewalk”, says Emeline.
What seemed to be primarily their “vision”, was never meant to be taken too seriously as there were stumbling blocks.
“Every field has competitors. So is spirit to bring out innovative creations. Sometimes, it is off-putting when people come up with rip-offs of your designs. But on the positive side, you are an inspiration to them, so these problems are swept under the rug.”
