Krsnaa Mehta, an acclaimed designer known for his work with The Bombay Store and GoodEarth, can be credited with defining the ‘quirky’ movement in Indian design during the 2010s. He aimed to create unique and distinctly Indian gifting options, filling a gap in the market. However, Mehta now believes that younger brands have taken over the quirky movement, and he is focusing on his own brand, India Circus.
India Circus, launched in 2012, is a Mumbai-based lifestyle brand that incorporates Indian pop art into home decor and gifting. The brand stands out with its vibrant and bold designs in a world dominated by minimalism. Mehta compares his brand to jewellery that adds a touch of personality to otherwise minimalist spaces.
In its eleven years of existence, India Circus has drawn inspiration from various sources such as architecture, flora and fauna, scenery, handicrafts, and historic art forms. The designs have a distinctly Indian touch, showcasing the richness and diversity of the country’s culture.
As the brand continues to evolve, Mehta reveals that classic tones and pastel colours will be introduced alongside the signature vibrant hues. India Circus offers a range of products, including cushion covers made from softer fabrics like cotton and velvet, dinner sets, and carpets.
Mehta’s journey in the design world started with an internship at his family’s textile brand, Zeba. His talent was recognized internationally when Bloomingdales, a luxury department store chain in the US, shortlisted one of his designs for a large order. Before starting India Circus, Mehta worked with renowned brands like GoodEarth, The Elephant Company, and The Bombay Store.
The brand’s success led to a partnership with the Godrej Group, with the business acquiring a controlling stake in December 2015. Mehta emphasizes the brand’s commitment to constantly innovate and create new designs to keep up with the fast-fashion industry.
To optimize its offerings, India Circus has shifted its focus from smaller accessories to home decor and dining products. The brand is concentrating on textiles, crockery, and copperware, which are high-demand and lucrative categories. While there have been requests for clothing and apparel, Mehta clarifies that they would require a licensing partner in those areas.
Despite having encountered copycats and copyright issues, Mehta considers imitation as a form of flattery. He remains excited about upcoming collaborations, including crockery sets with a major manufacturer and a partnership with a watch brand. Additionally, India Circus is venturing into high-ticket items like furniture and expanding its range of wall art.
Krsnaa Mehta’s entrepreneurial journey and dedication to Indian design have resulted in the success of India Circus, a brand that continues to bring vibrancy and uniqueness to contemporary Indian spaces. With its evolving design philosophy and focus on quality and innovation, India Circus looks set to leave a lasting impression in the world of design.
