Design aficionados are most appreciative of bespoke design services. This is certainly evident from the success of Indore-based furniture design brand Alankaram founded by Ar. Anupriya Sahu in 2015.
“My family background is responsible for the path that I have pursued— my mother is an artist and my father a civil engineer. This made me inherit their creative skills. I studied architecture at Pillai College of Architecture, after which I went on to pursue urban design for my Masters. After three to four years of experience in various architectural firms, I was fascinated with furniture design. Additionally, I found working with wood as a material very interesting. So, I decided to venture into Furniture Design. In 2015, my husband Dhwanit Parmar and I set up Alankaram,” explains Sahu in a chat with The Daily Guardian.
She describes the brand as being the first of its kind manufacturing unit in central India. Spread over 2,00,000 square feet, their factory is equipped with state-of-the-art machines and tools from Germany, Italy, the US, Canada, and Taiwan, as well as automated seasoning and chemical treatment facilities. Their dedicated team and skilled craftsmen collaborate to make unique furniture pieces, and Sahu prides herself on housing one of the largest wooden and metal furniture ranges in the country.
The success of this brand can be attributed to their collaborative system of working. However, this can also be tricky to navigate at times. “It is sometimes tough to maintain the functionality, durability, and quality control across the supply chain. Other hurdles include bringing down costs, meeting the expectations of the customers, and keeping up with new trends. We believe that challenges are part of the journey, but to keep going is what matters. Working with a team instead of being a single-person army has been a key factor. Ultimately, the customer’s satisfaction is the greatest reward for me,” says Sahu.
Their bespoke product range blends aspects of culture, sensibility, technology, and fine craftsmanship to make its pieces. Sahu shares that every piece crafted carries the creator’s heart and strives to redefine luxury for the contemporary consumer by imbibing traditional design elements into its products. She adds, “Our brand has set itself apart by consistently redefining the decor experience for the modern user. Our studio’s essence lies in its contemporary, minimalistic designs, elegant usage of joineries, and an exciting range of upholstery fabrics.”
The Alankaram atelier, along with a manufacturing unit of over 200 artisans, is based in Pithampur, Indore in Madhya Pradesh. Their e-commerce website houses over 600 designs and showcases over 3000 products. International shipments are also possible depending upon the quantity of the order.
Their entire product range includes unique contemporary designs with traditional and artistic elements. Sahu asserts that their precisely detailed joineries, hand painting, and inlay work make each of their pieces aesthetically beautiful and functionally relevant. Their range of lounge chairs like Uru, Aronui, and Patahi are particularly popular for their aesthetics and comfort. Their flexible customisation services also attract many clients.
“We specialise in handmade solid wood furniture items with a touch of ‘Indianness’. Our designs are inspired by our culture yet imbibe a contemporary luxe element. We use different woods and colours in a single piece of furniture. The range of furniture we offer includes residential and commercial, indoor and outdoor, wooden and metal as well as standalone and fixed furniture. We deliver ready-to-order and bespoke furniture from as tiny as a tea coaster to as large as a 24-seater dining table,” she shares.
When asked what kind of furniture customers are currently investing in, Sahu responds, “Since everyone is spending most of their time at home, there is a demand for home office furniture that can maintain the ambience and productivity of the office. People are looking for individuality and multifunctionality in the furniture they use, at home or at work. Therefore, we are trying to bridge the gap between different types of furniture by offering the flexibility of customisation in our existing designs as per customer’s requirements. This way, the customer doesn’t have to compromise their taste in all aspects including comfort, functionality, and aesthetics. We believe that our brand offers people ‘a reason to be at home’.”
Constant experimentation with materials such as wood, stones, and metals, keeps Sahu and her team busy, and they currently have some unique and exciting pieces in the works. She signs off with, “Our innovative and artistic explorations keep everyone looking forward to our exclusive collections. It has been a long journey for our Indian furniture industry, from the old times to today’s social media era. So, we believe that being proactive on e-commerce platforms is the key to growth. Today, Alankaram offers a varied range of furniture products giving freedom of choice to the customers in every possible manner. These choices are in terms of customisations, designs, and upholstery, making us one of the most unique furniture brands around.”
Noor Anand Chawla pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.