There are minute details, which extend beyond the human eye that make a house a home. While the big guns like luxurious chandeliers, baroque wallpapers, and edgy furniture create the blueprint, it’s the tiny additions like coasters, candle stands, and photo frames that really bring out the personality of the place. And this is what inspired Anchal Khosla to launch her brand, Intiki. One look at her products and you will know what the brand is about. Khosla is driven by the idea of making every home beautiful, with hints of nostalgia. Simplicity and experimentation define her brand, something clearly visible in her candle stands, platters, and coasters, all of which hark back to the past.
She spoke to Lifestyle Asia India about the idea that led her to launch her brand and her journey so far.
What’s the story behind Intiki?
Intiki in Telugu means ‘Home’, and so naturally it was an ideal fit as a name for our home decor brand. It is a brand based on nostalgia and memories and inspiration drawn from the motherland. We wanted to create a brand where design along with utility was key. Where everyday objects had an aesthetic and multiple usage.
What gap did you observe in the Indian market that prompted you to choose this direction?
The idea came to me when I was in my soft materials class at Parsons, while watching a documentary on the plight of the Sanganeri block printers in India. It was exactly then that this idea came to me, though I didn’t voice it for about another year till I graduated. India has so much talent, the arts, the craftsmanship, the millions of traditions and techniques and I always saw people outside of India appreciate it so much more than we ourselves do. I was sure I wanted to create a brand which blended our contemporary lifestyle with Indian materials and techniques.
Your creations are purely nostalgic – what was the process behind creating a body of work that looks back?
Our first collection is called B-9, the address of my 70-year-old home, in New Delhi. We drew inspirations from it – the terrazzo flooring for our terrazzo candles and coasters; the jaali walls inspired the motifs on our Bounce tea light holder and Chiclet coasters. Even the products are named after members of the family who have lived in the house.
Tell us about your initial challenges.
Vendors! Finding people who were willing to work for smaller quantities for the domestic market. Everyone was just interested in exporting. Also getting people to try something new – huge challenge till date.
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Sustainability is the buzzword these days. How do you incorporate it into your brand’s functioning?
We try and use materials sourced within India completely. Everything is handmade and we aren’t running big factories just yet so its easier to control our wastage. Even our packaging has minimal plastic, and our boxes are reusable and make for great collectibles.
Can you tell us about a few of your standout pieces?
My personal favourite has to be the Amar tapas plates – maybe because they are the first product I ever designed. They are brass appetizer plates with our logo etched. They have done superbly well and have become a client favourite as well. We have also added tapas forks to go along with them. I’m also obsessed with our Zorro candles. This is a collaboration we have done with Niana fragrances. They are terrazzo holders available in a pink or white, and they have blended together fragrances in a 100 percent soy wax – wild rose & mogra, and neroli & deodar. Our Akichi trays – chevron & stripe – are also incredibly cool and can be used on coffee tables, work desks, pretty much anywhere.
Where all do you sell out from? Any expansion plans?
www.intiki.in and our Instagram page.We are currently available in Delhi at the Quorum Club in Gurgaon and at Clove in Mumbai. We also sell via e-commerce websites – Kalpane and House of Things. And we have just launched a new vertical called Intiki paper, a range of wrapping paper, gift bags, wine bags, envelopes, and gift cards.
Anupam Dabral
Sr. Associate Editor
It was while studying fashion journalism at London College of Fashion that Anupam developed a keen interest in the anthropological aspect of the discipline; for him, fashion only makes sense when seen in the context of its environment. He is always on the hunt for great stories, and in his spare time binge-watches films/shows starring Whoopi Goldberg, Dawn French and Jennifer Saunders.
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