The story:
Indira, which means "Splendid" in Sanskrit, is a joyful result of these exciting years living in India.
My Indian story began 2 years ago, when my husband and I, newly married, decided to step out of our European comfort zone to pursue his career dream.
As we moved into different houses I soon got introduced to the welcoming Indian style décor, that perfectly matched my need to recreate a warm and joyful place, to call home.
I indeed started looking for Beauty: beautiful home linens to brighten up my rooms, beautiful artisans who could guide me through new local textile traditions, and beautiful cities to best dive into the country’s culture.
All the roads brought me to Jaipur, the “City of Arts” in the northern part of the country, renowned globally for its textile heritage.
In Jaipur I was lucky enough to meet Pritish, Karan, and more local manufacturers who walked me into their production units, opening the doors of the world of Block-printing:
one of the oldest types of handmade printmaking.
The mission:
The more I explored the art form of Block printing, the more I felt the need to bring this unconventional type of Beauty to my home country, Italy.
Indira prodcuts, with their vibrant tones and exuberant prints aim to transform everyday moments into a celebration of joy, care and gratitude, by adding a touch of brightness to your decorative Italian style.
This Beauty I was seeking to create, has never been limited to me and you, but was meant to be also for the local artisans we collaborate with, by bringing them sustainable income forms and helping them preserve their dedication, skills, and precious generational know-how.
The process:
All our products are patiently hand-printed and hand-crafted by a small community of artisans in Jaipur, Rajasthan.
Hand Block Print, is one of the oldest forms of hand printing, handed down from generation to generation.It uses teak-carved wooden blocks to print geometrical or floral patterns and outlines on textile fabrics.
The elaborate flowery designs we see today, are an everlasting ode to ancient India’s traditions: they aim to celebrate the essential role of flowery elements, both in rituals but also in artisans’ everyday lives.
This technique, matched with floral patterns, is a distinctive sign of our brand and a perfect complement to other crafts, such as hand embroidery, typical of our wall art.