25scale. She says, “I’m okay with people copying us; they
say imitation is the greatest form of flattery. Our aim
was to create a little movement that people will copy
and appreciate and the fact that our designs are being
copied and sold at cheaper prices means that there is a
demand for our aesthetic by different groups.”
While AL, as Anita Lal likes to be called, says
Good Earth happened to her rather than the other way
round, the fact remains that she had an unmatched vi-
sion and had the means to convert that into a profitable
business venture, given that her husband’s company
Eicher put in the seed capital for the business. In the 23
years since, Good Earth’s growth has been staggering
and today, it is a global brand that is one of the biggest
ambassadors of Make in India.INDIA PROUD, FOR THE WORLD
The brand has had its share of ups and downs but the
mother-daughter duo are unfazed,
as they believe the strength of
Good Earth lies in its slow,
sustained growth and the daily
involvement of its founder in the
design process. Simran Lal says,“The best thing about Good Earth is that it is authen-
tic. We are deeply connected to what we do, believe in
it and want to do this. And thus, it is joyful with all its
ups and downs. At the end of the day we believe that
what we do should have a purpose so we work with a
purpose of rebuilding a sense of pride and respect in
India.” Anita Lal adds, “Our products should reflect our
roots but be equal, and at par, regarding quality, design
and thought to what one gets internationally. Indians
should buy dinner ware that is Indian but of interna-
tional quality. I was keen to showcase Indian products
in a global style so the brand was born.”
The interesting thing about a brand like Good
Earth that has a founder who is a design purist is that
every collection delves deep into the roots of the coun-
try’s history and picks people, motifs and ideas that
have largely remained untouched, even gone unno-
ticed. For example, their Golconda collection in 2011
celebrated the spirit of the Deccan and
the arts and crafts that were pop-
ular during the Golconda reign.
It also paid special tribute to the
iconic Tipu Sultan through its
designs. Similarly, the 2014-2015INDIA PROUD
Gyasar cushions by the brand have a distinct
look and celebrate local craftsmanship