From a successful entrepreneurial journey in Mumbai to starting her own solo artistic venture in Calcutta, Rotna Dutt has realised it is not always about a formal degree. Ahead of the launch of her store Isadaa on Sarat Bose Road, near Deshapriya Park, tomorrow, the founder of Isadaa.in, in a conversation with t2, talked about her passion for digital printing and so on.
Congratulations on your very first artistic venture!
Thank you! It feels great to be finally utilising my artistic talent. I come from a background in media and advertising. This transition into my artistic pursuit and opening my first-ever clothing line fills me with a sense of satisfaction. I am a self-taught artist. I design my own digital prints. Whether it’s a sari or a kaftan, every silhouette that gets printed is my in-house creation. The fabric is outsourced from Surat.
You had an impressive presence online until recently.
The e-commerce site is for a wider range of customers located in different places all over the country. I felt side-by-side a physical store was also needed for those buyers who seek to understand the feel of the clothes they intend to buy. Clothes are customised as per customers’ fit and style at the store itself. Online shopping has witnessed a boom in the post-Covid era. Online retail is the future, with more and more people choosing the convenience of online shopping, but, at the same time, I feel a brick-and-mortar store must be there as a support. They are more like an affirmation that you are physically present and boost the confidence of buyers. That’s why I am opening a store tomorrow. It is open from 3pm-8pm, from Monday to Saturday.
Do you miss your life in Mumbai?
I have spent almost 20-21 years in Mumbai. I have had a career in big advertising agencies. Then I went on to become the editor and publisher of Purchase, a reputed industrial publication on the engineering sector. So Mumbai days were totally different. Also, Mumbai has given me a lot of freedom. People have very good work ethics. There you feel instantly charged up. I was born and brought up in Calcutta and it has been around 15 years since I am back here. It’s wonderful to be back to your roots.
What are the biggest challenges you have faced during this transition?
The biggest challenge was to train myself. I have never been to a fashion design school. I believe one does not always need a degree to prove one’s talent. If you have it in you, you will be able to do it. I’m an artist by birth and am finally putting my artistry to some use without any formal training.
Apart from digital prints what else are you into?
My prints go on kaftans, coords, dresses, saris, tops, shorts, and so on. Besides, I do sequins and cutwork too. But my passion lies in creating high-resolution, original prints.
Has your career in running a publication helped you in this artistic venture of yours?
Yes, of course. A designer creates a page on the computer. Likewise, my job is to a design and send it to Delhi, where the digital print work happens in high quality Japanese digital printing machines. At the end of the day, it’s an artist’s mind and how they conceptualise the art. Coral Draw, (Adobe) Photoshop, etc., are just the means. Like the acrylic paint is the medium for an artist. Creativity is how one does it. Many a time I visualise a design in a way, but the result after printing is different, everything is out of place. Then we have to alter the stitching to make it wearable. A lot of applications are at work. It was only trial and error in the initial two or three months. I am getting a hang of it.
Do you have any particular inspiration for your prints?
I draw my inspiration from what is in front of me. These days floral prints are very much in. For me, it has never been about current trends. The urge to create something artistic is my inspiration. Right now I am doing a lot of nature-based designs. My fabric is my canvas. When the fabric comes to life, it gives me a lot of joy. After many years I have gone back to my art. Seeing my design on a piece of cloth makes me feel very fulfilled.
I would say Amitabh Bachchan is my inspiration. He has never stopped working. The kind of work he has done in the last 20 years is motivating enough for people like me who are starting something new at a time perceived to be the fag end of their professional life.
What are your future plans with your brand?
I want to diversify into the lifestyle segment and see my creations on tote bags, menswear, cushion covers and other home furnishings. I am launching my own handblock prints on lightweight kota and chanderi silk next summer.
Debanjoli Nandi
Pictures courtesy: Rotna Dutt