INDIA TODAY SPICE 16 AUGUST 2018PAST AND PRESENT
The Good Earth store at
Raghuvanshi Mills, Mumbai (above);
The lota wall at Nicobar, The
Chanakya (right)Samarqand collection drew on the Central Asian Silk
Route, which also ran through India. From opulent ikat
silk cushions to use of fine embroidery, velvet, brocade and
metal and crystal tableware, the collection was evocative of
the goods sold through the Silk Route.
Unlike a lot of other brands that are purely motivated
by profits, the Good Earth family has been more interest-
ed in changing the design narrative and engaging with a
deeper, more meaningful dialogue with its consumers. AL
says, “We strive to shape cultures in our day to day busi-
ness. We got copper jars back in vogue 15 years ago and
made a story around it, and now there is a profusion of
copper vessels in the market. Back then, we had seeded a
little movement through that jar and suddenly they were
everywhere. We are all about shaping culture by seeding
ideas. There is something acceptable and aspirational
when they see us putting a traditional thing; they’ll think
it’s cool. We need to accept the heritage in a normal way.”