Indemoderne the eclectic “bootstrapped home furnishing start-up with an omnichannel strategy”, on Park Street that opened earlier this year, hosted their first soiree at the lovely 12E Park Street address. The evening also saw the unveiling of their line of carpets. We chatted with sisters Gitanjali Satpathy and Brinda Chugani, co-founders of the brand, on their carpet range and what they add to your decor.
Brinda Chugani and Gitanjali Satpathy
The carpets look beautiful...
Brinda: We curate these carpets looking at the sensibilities of the modern Indian consumer. Our products are defined by the new India, which continues to be steeped in tradition, yet has come into its own on the global stage. So we continue to remain true to our philosophy about giving our artisanship a contemporary look and feel.
What kind of a story are you saying with your carpets?
Brinda: That there is life beyond Turkish and Persian carpets. Modern Indian carpets can be a stylish statement in your home. Our collection is a reflection of modern Indian craftsmanship and design. In fact, Indian fashion designers are using carpets as an additional medium to express their design sensibility. We have a range of carpets designed by Tarun Tahiliani, Abraham & Thakore, and others.
What do you think a carpet adds to the decor?
Gitanjali: Indemoderne has 100 ways of improving your home. Every piece in our store acts like a punctuation. Our carpet collection is no different — it adds colour, warmth, and style. A carpet has the potential to be a reflection of your individuality and distinctiveness in a room. While your choice of sofa and table is also a reflection of you, a carpet can be a statement of your originality. A carpet is to your home in the same way a tie is to a suit.
What do you love most about carpets?
Gitanjali: The cost of a carpet doesn’t matter — a simple handmade dhurrie or a thick silken pile — the end result is the same. It has the potential to add a plushness and warmth to any room. And it can help you define one space from another. A living area can be distinguished from a dining area if they both occupy the same room.
Carpets are like standalone ornaments. They can replace any design element or accent in your room. The beauty of a carpet is that you don’t need additional embellishments to bring your space to life. You can throw a dhurrie or rug on your sofa and lo and behold, you have a redefined seater!
We think of carpets in a conventional way, that is, to be used on the floor, but put it on the wall and it turns into a painting — and can bring design into your home in a way that nothing else can.
Iryna Vikyrchak, Ukrainian poetess, writer, translator and culture manager and Nicolas Facino, director of Alliance Francaise du Bengale, at Indemoderne
What are your personal favourites from the collection?
Gitanjali: Tarun Tahiliani designed carpets are to die for. The less said the better. Let the carpets speak for themselves.
This was your first event at the store. How did it go? What’s coming up next?
Brinda: Our store came to life with our carpet reveal. Meanwhile, look out for our next event which will feature Tarun Tahiliani himself talking about design in everyday life.
Pictures: B. Halder