Crafting India′s global footprint in earthy tones

India has come a long way from the time when it was tagged as an economically challenged country with low quality products. Today with a steadily growing population, India still remains a big consumption story that's attracting multinationals and luxury brands to expand their presence here. On the other hand, some Indian brands are making their presence felt globally and busy expanding their footprints. And, with the Make In India campaign, various sectors have already received an impetus and commitments in response to the thrust of this campaign. As the CEO of a design house that celebrates heritage crafts and traditions of India and as a person with great passion for Indian crafts, I am enthused to see the Indian craft sector, which suffered from the impact of industrial revolution, gradually starting to regain its position globally for its refinement and aesthetics. I grew up with an understanding that the importance of sustaining crafts cannot be emphasized enough. Then an education in Art History instilled in me a broader appreciation of the cultural legacies woven in the fabric of craft cultures. I was inspired to write my Masters dissertation about the global, cultural, design and economic impact of Indian Chintz, a textile tradition of hand block printing with natural dyes coveted the world over. Even today I am as intrigued - the specialized skill, the romantic prints and the undulations of colours of the chintz of Machilipatnam - as I was, 20 years ago. So when the V&A invited us to support The Fabric of India exhibition, it felt like a suitable way to celebrate our 20th birthday. In the Fall of 2015, Selfridges Oxford Street introduced our dining designs from October to Christmas as a part of Selfridges Loves India festival. These collaborations gave us an opportunity to study the UK market and equip us better to open a store in London. We recently launched Good Earth in China by partnering with The Beast Shop to retail our designs in their Shanghai, Cheng Du, Beijing and online flagships. The response was so overwhelming that all Good Earth designs sold out in just 4 days. And, with the success of our Ankara store, our Turkish partners have launched their second Good Earth franchise in Istanbul in January 2016, as we turned 20. For this coming decade our growth will be through the digital world and through collaborations. Over the past twenty years we have gained confidence in our unique identity and now we need to seek strategic partnerships to speak out into the world. That is our challenge and the way ahead. Most of our growth has always been organic in response to customer requests...they keep us on our toes! A passionate and growing international customer base, demanding fans in cities without local Good Earth shops, busy professionals across the country who depend on us as their gifting destination have made digital reach a focus area. Our web boutique is the window for world to find us. Internationally we expect our customers will be a niche audience of likeminded and well travelled culture enthusiasts with eclectic tastes that have a natural affinity to us. After UK & USA, we have found that the Middle East, Australia, Hong Kong & Singapore have emerged as the most engaged international markets for us. We want to continue working towards making Good Earth a global brand but on our own terms. A brand that is authentic and reflects our values of rooted designs & craftsmanship with fair business practices and respect for every individual in all spheres. Simran Lal is CEO of Good Earth, India's leading design house known for reviving crafts of the subcontinent.