The logo of Indiya by Nayanika is an instant eye-catcher. Much like the stunner Nayanika Chatterjee herself. One of India’s most gorgeous supermodels, Nayanika has changed many lives over the years with her Midas touch of grooming. Indiya by Nayanika is an extension of the very same ethos —making a difference to people’s lives. She is curating all things “handmade with an Indian touch”. We caught up with Nayanika for an adda.

Congratulations for Indiya by Nayanika. How did it start?

I have always been involved in art and craft with my design background (she studied ceramic designing at NID). So, I am always making little things or drawing or doing something or the other. More so in the lockdown because there was nothing much to do. I was doing a lot of cleaning in the house because we don’t have staff right now. My mother said: ‘Tumi shara jibon eguloi korte thakbe? We educated you so much! These are also important but then you have brains to think!’ (Laughs) I discussed with my husband (Gurpreet Singh, model-turned-farmhouse developer) too. My grooming classes are on, but because that doesn’t occupy all my time, he suggested I do something with art and craft. I have always loved handmade things and what you can create.

There are a couple of these craftspeople I know, like a lady who deals in handcrafted soaps or this guy who does linen. They would approach me for help in selling their things. This has happened through the lockdown. They didn’t have work and they were not getting orders and didn’t know how to use social media. I thought of contacting these people and selling their stuff. Jinish potro barite ashche and aami pack kore pathachhi, it’s very exciting. What you cannot buy and keep, you live through others, vicariously.

Even in my training, when I see someone can do well because of my training or something I have done, it gives me great joy.

This must be exciting…

I get up every day with a new excitement that what can I look for today. It excites me to tell these guys that we’ve sold this one and that he should start making another one. It’s just become something that I am enjoying thoroughly. It’s not obviously going fast, because for me, the lockdown is still on. I can’t go out and travel and meet people. Some connections are going to happen post the vaccine. Whatever connections I have made, I knew the quality of the products and those are the people I am trying to re-contact and reconnect with and see how I can help and push this forward. I sketched the logo too.

Where are you curating from?

From all over India. My orders have gone to Pune, Goa, Bombay, Calcutta, and of course Delhi. The linen is from a village outside Calcutta. The soaps and earrings are from Delhi and the paintings are from Bombay. The rugs are from Jaipur. Eventually, I want to do away with the middleman because they are always saying ‘this can’t be done’ and ‘that can’t be done’. The craftspeople will do what you want. They need to upgrade themselves. I convinced my linen guy of the changes because I spoke to him.

You were saying you want to be self-sufficient…

I want to attract people with the pictures, but I don’t want to hire a photographer and pay him and incorporate that into the product. I am reusing old cartons. I don’t want to unnecessarily mark up. I want to keep the cost minimal so that I can be true to the buyer as well as the seller. Whatever little bit money I make, I want to put it in buying the products so that people can be happy that you can get the products as soon as you order it.

A glimpse of Indiya by Nayanika products Pabitra Das

What are you loving about Indiya by Nayanika?

There are so many beautiful things. In our family, we like doing up our houses beautifully and also nijeke bhalo rakha. I like little details like a nice soap in the bathroom.... shoukhin. I am trying to get that into other people’s lives. That is the reason I haven’t gone for expensive things. Firstly, I don’t think everybody has the buying power…. A lot of people have had to curtail expenses because of the pandemic. I want to keep things that please you and make you happy and are affordable. I want to bring a smile to people’s faces as well. I felt that there was such a need to beautify ourselves and our surroundings because that’s all that we were left with in the lockdown. On New Year’s, Tara (Kiara Nayantara Singh, daughter) and her father didn’t dress up, but I dressed up. I wore a nice jacket, put liner and lipstick and sat at home! (Laughs) I felt happy that the new year will bring new tidings.

I get up every day and make my bed, brush my teeth and take a bath, even though there is nowhere to go and no need to do it always. I feel alive and grateful for the little things I have. I have tried products on my skin this lockdown and have done research on moringa and I am making my own moringa powder and oil at home. It’s not going to make me 10 years younger but at least it will preserve what I have. When I look at myself in the mirror, I want to make sure that I am feeling good about myself. And, it’s not about showing off, but feeling good about your surroundings and yourself. I have realised happiness has to come from within oneself. The only person you can truly expect out of is yourself and your immediate family.

And, it’s a constant struggle…

It is. You have to work on yourself and look at things that make you happy.

How are you faring as a businesswoman?

I always spend more! I am not a businessperson and I have never been successful in a business, but I still went ahead with this because this is what I want to do. People taking me for a ride is a huge concern.

How involved are Gurpreet and Kiara?

Tara is very involved and Gurpreet says it was his idea. Tara helps me a lot with photography and the posts.