When it comes to design, India is witnessing a colossal augmentation in burgeoning talent who are envisioning the destiny of home decor. Objectry is one such name in a list that keeps growing as the market expands. “I think Indians prefer brands over designs. If our brand had a stamp of IKEA then people would buy it at a faster rate than when it has Objectry written over it. They purchase brands because it’s a safe bet for them. The reliability of smaller brands is always in question. One can’t blame them for that but there has definitely been a massive shift from that perception in the recent times.” Aanchal Goel, the Co-founder and Design head of Objectry, tells me.
The brainchild of two design students, Aanchal Goel and Sugandh Kumar — the Co-founder and Business head — Objectry was born as a result of an experiment that the founders performed in terms of the materials that they were working with. “We were previously working on metal and eventually got saturated. It required a huge team for production and a lot of investment in terms of machinery. For our first collection, we wanted to use natural materials. With wood, if you have good material knowledge, a carpenter and a polisher, you’re good to go. I am also learning pottery on the side and so we were just trying to mix things up. The best part about this experiment was that it resulted in very little wastage. In October, 2015, we launched our first collection which was called Exploration-1 because this was our first experience with wood.”
Their debut collection — Exploration-1 — comprised of simplistic and geometrical forms. “Our first collection had a lot to do with the form of the product. The first product that we made was a desk-organizer.” Apart from the O -ve desk Organizer made out of pine wood, one would also find Parallel Lines Clocks and Coasters, and table ware like Trapeze box and Slide Bowl.
On being asked about how their design process has evolved over the last one year, Goel fills me with insights on their upcoming collection — “ Our design aesthetic has remained almost the same since our first collection but in terms of functionality and how the design interacts with the user has changed tremendously. Sometime in October, 2016, we will be launching our new collection — a mix of ceramics and wood — that focuses more on surface finish imparting a glacé or a metallic look to a ceramic or a wooden product. There will be a constructive difference of aesthetic that would be noticed between the two collections.”
They derive their inspiration from a design studio called Nendo — a Japanese design firm — and American artist Sol LeWitt. “Nendo create minimalistic yet attractive products and LeWitt ‘s horizontal and diagonal lines come together in a beautiful placement. Following a similar thought-process, I’d call our brand style very simplistic. We don’t ornament our products. If it is a wooden finish or a ceramic product, we let it stay natural. We make the design in a way that it doesn’t require any embellishments like a golden handle or a touch of pearls. The form leads to a function and it doesn’t necessarily need too many things around it to make it look beautiful.”
The Objectry studio in Ghitorni has been finally organised recently. Goel explains why — “We have been in our studio for a year now and we have recently became more aware of our surroundings so we are in the process of organising it. It is a space that draws tremendous amounts of inspiration from angular shapes and wooden textures. From the ceiling to the shelves, walls and the door — one would find geometrical shapes hanging from all of these. There is an office, a display area and the workshop. We love the location of our studio because everyone is available close-by whether it is a carpenter, a polisher or any other help.”
Objectry is slowly climbing the ladder in the Indian Home Decor industry which has seen an uprise in the past few year with improvement in lifestyle, increased disposable income and growing consumer interests towards home decor. “We really enjoy our work. It’s a slightly slow market but I believe that we are in a good place. People spend a lot on jewellery, shoes and clothes but the home decor market is a selective one in terms of the age group or the people who care and understands art and design. People say that they are looking for something different but they end up with the same stuff. We are very poor at marketing as you would have noticed from our Facebook page but we do have a lot of people approaching us who are interested in art and design and who are interested in products made out of natural material.” Goel tells me as she laughs about their Facebook likes.
Go, like their Facebook page here.