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Redesigning INDIA



Making style statements with everyday objects: A bar stool

DOING UP traditional Indian designs in a contemporary style seems to be the flavour of the day, considering how lifestyle stores offer everything, from sarongs to tableware, with Indian motifs. Capitalising on this trend is PurpleOrange, which is proud to "share India with the world". The company, which opened an outlet here last year, hopes to take to the world "Indian products, Indian people, and Indian information". It goes a step further and introduces Indian designers as well, by using their art as prints on the products.

PurpleOrange offers a range of products under one brand name. Raj Bagaria, CEO, says it is an organisation dedicated to design, rather than a design studio, selling a wide portfolio of 600 products from Kashmir to Kanyakumari. Mr. Bagaria ensures that they are carefully packaged under the PurpleOrange brand, with each product having a unique name and description. Designers are also promoted on their packaging. So you might find a Paresh Hazra or a Shibu Arakkal on them. Customer may also find a piece of art on a crockery set or cushion covers.



Wooden hangers,

PurpleOrange also showcases a range of products created by its in-house designers, some of whom have graduated from India's best design schools. Stylised lamps, salt-and-pepper shakers made in Channapatna style, tiny photo frames styled like daisies to be inserted in a vase, and CD holders are some of the products designed by in-house designers.

Categorised into seven sections (Indiart,

Indiaccents, Indiaweave, Indiadorn, Indiambience, Indiaware, and Indiallure), the products at PurpleOrange — ranging from something as mundane as tea strainer to a carefully crafted bar stool — take on a designer feel. One comes across some really interesting products, such as cushion covers in cane to match the cane sofa set.

PurpleOrange ensures that it uses Indian material, be it textiles, paper, metal, wood, cane, or coir. Mr. Bagaria points out that the name itself — orange symbolising the traditional and purple the contemporary — points to the company's USP. "The only way to protect oneself is continuous innovation," he says, and adds that the company takes to market five to 10 new products every month.



Card holders at PurpleOrange

Having had a successful showing at the Tendence Lifestyle Design Fair in Germany, PurpleOrange is all set to hit the Indian retail market now.

PurpleOrange can be contacted on 3612333 or 3611998. You can visit its website www.purpleorange.net.

TINA GARG

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