Apoorva Vijh has her own silver filigree brand. She has travelled widely across many countries and also worked abroad. Heading the new Luxury Product degree and certificate Programmes at IMS DIA , Noida , Apoorva held forth on her vision for Indian Luxury products industry at a webinar on the same subject recently.
How can you incorporate luxury into a product ? The term classic is attached to luxury. What defines luxury today is not just a logo or price tag but purpose and
Provenance…. the history attached to the product. Basic idea of luxury is that there is a heritage angle and history to it. It has heirloom value. It is absolutely essential to use the best material and have a streamlined manufacturing process. The luxury product designer needs to have an eye for detail and perfection.
She says what will work for India is – Affordable luxury e.g., Masaba Brand .
Global consumers seek deep meaning, emotional resonance and ethical responsibility in the luxury product they invest in. India’s artisnal legacy is emerging as one of the most promising frontiers of modern luxury.
India has around 3000. documented art forms- handlooms to metal industry and traditional intricate embroidery. India is a land of Living Traditions . Our crafts naturally incorporate eco-friendly values of …
1.Sustainability
2.Being transparent & Traceability
3.Low impact methods .
4.Locally sourced materials.
5.Celebrates the Artisan unlike mass production.
The challenges before the Indian luxury industry are…
1.The consumer wants fast delivery but craftsmen want to work at ease.
- So many crafts are dying because children of the craftsmen feel we dont value or honour that craft.
Apoorva charted out the path the Indian luxury industry needs to follow to stop the decline and to promote the production of fine hand crafted goods.
From Artisans to Innovators.
Artisans to be Co creators / Entrepreneurs /Design Collaborators.
Ownership. India must tell its own design stories.
Creator. Not just be a manufacturer.
Curator.
Global Tastemaker.
Uplift the craft by showing the craftsmen and their children….
1.Value
2.Honour
3.Design will elevate both maker and user. It has to be a symbiotic relationship.