INDIA TODAY SPICE 17 AUGUST 2018SHAPING CULTURE
THROUGH DESIGN
The designs at Good Earth stand out because they
have become so distinct across time that they are
recognisable almost anywhere. Anita and Sim-
ran Lal are all about bringing forgotten crafts and
techniques back and giving them a luxury platform
without shortchanging the artisan in the process.
For example, they work with craftsmen in Bhuj. Gu-
jarat, Machilipatnam in Andhra Pradesh and sev-
eral other craft-heavy zones as well. They also made
their way to Kashmir and gave a contemporary
face to the papier mache products that are popular
here. Simran Lal says, “We made the designs a little
bolder, brighter, and more graphic because earlier
the craftsmen were losing eyesight doing such intri-
cate work. The bottom line is that if they go blind,
they will not be able to pass on their craft. Also, af-
ter working with us, they saw an increased demand
and this helped them sell more products, increasing
their security, respect and livelihood.”
For the brand, the maximum emphasis is on
quality and design but not to the level that is
detrimental to the craftsman or the craft
itself. Anita Lal adds, “I’m not saying
that one has to achieve perfection. If
you want perfection why go to a per-
son? He is not a machine and there will
be errors. When I say quality, it is in the
detail and finish rather than the craft.”
FROM IDEAS TO COLLECTION
So how does the design process at Good Earth unfold?
While many of the designers working with the brand were
among its first employees, there has been an infusion of
new blood in recent years as well. While Simran Lal han-
dles the business side of things, Anita Lal still helms the
design process. She says, “every year we think of a theme
which I choose; last year was Van Vaibhav that meant for-
est. This year the theme is Gandhara so the colours are
deeper, with Greek and Persian influences, and there are
layers of cultures. We pick a theme and then I do intense
research before sending out a note to the girls who then
start collecting ideas and begin designing.” AL is deeply
inspired by nature and travel and music also plays a key
role in her creative journey. The entire process takes them
six-eight months and then that vision is translated into the
products that we see displayed in the stores and online.
NEW VISTAS, NICOBAR
Two years ago, the brand decided that it wanted to
expand its design repertoire and since Raul Rai, di-
rector of Nicobar and Simran Lal’s husband wanted
to take the business to a new level Nicobar was born.
With an aesthetic that’s original but clearly from
the Good Earth stable, the younger, more versatile
Nicobar shares the mother brand’s genes but has a
different face since its designs are cleaner, more ef-
ficient, shorn of motifs, more bohemian, invoking
images of languor and the sea. The travel accesso-
ries, apparel and homeware brand is obsessed with
quality and the stores (the first one was set up in
Kala Ghoda, Mumbai and there is a second at The
Chanakya, Delhi) reflect the travel instinct of the
brand and has tropical palms, large display windows
and fluid lines that reflect an uncluttered aesthetic.
Simran says, “We wanted lovely, simple designs but
knew we couldn’t include everything under a single
brand. While the fundamentals are the same (to tell
Indian stories) we wanted to spin the yarn differ-
ently. We use organic cotton for the core clothing
and are for the mindful consumer.”THE NEXT CHAPTER
A family run business comes with its
own unique set of challenges. AL says,
“everyone has a clear defined space and
there are lows but we all just get through it,
to which Simran Lal adds, “we have had some
challenges and times when I have fought with mom. But
we can trust each other, and that is the best form of part-
nership.” While store expansion is on the cards, Good
Earth has also amped up its digital presence and you can
buy online as they ship to 90 countries. AL began her
Good Earth journey with a pottery collection and we are
likely to see a return of some of that old-style pottery in
their Gandhara collection to be unveiled later this year.
The brand is also launching a new baby titled Paro over
the next few weeks which is a luxury wellness vertical
that draws on ancient philosophical thought and Indian
heritage through its products. Having carved a space in
the hearts and minds of all design lovers and with an
international clientele that laps up its collections as soon
as they launch, the Good Earth family is ready to embark
on its next big adventure, intersecting design, wellness,
Indian philosophy, and culture, all with an innate
Indianness at its core.DESIGN
COVER STORY I BRAND