From Mughal luxury to roadside chai, India Circus celebrates the best of Indian culture

By Hyacinth Mascarenhas

An extraordinary cacophony of cultures and colors, India has long been a beloved source of inspiration for travelers, writers and artists throughout history.

Curating the essence of life in India, designer Krsna Mehta’s unique and quirky design label India Circus is inspired by all things Indian, from Mughal Royalty to roadside chai. Weaving in India’s vibrant vibe with bold colors, texture and playful prints including paisleys, peacocks and ikats, India Circus is a refreshing take on eclectic yet sophisticated interiors and styles.

Mehta, who started out designing cushions for his dad’s lifestyle brand Zeba at the age of 16, is an acclaimed designer who has been associated with several local lifestyle brands including The Bombay Store, Good Earth, The Elephant Company, Godrej and Metro. The 36-year-old Mumbai-based designer has also created some spectacular designers for big name clients including the Taj hotels, Macy’s in New York, construction tycoon Shapoorji Palloji and members of the Ruia and Jindal steel families in India.

Launched in 2011, India Circus’ products are a dizzying array of interior designs and accessories ranging from cushions and table runners to wallets and ballerina flats.India Circus’ designs are split into four collections – Neo-Nawab, Kuheli, Jalebi and Tamara. The Neo-Nawab collection draws inspiration from the regality of the Mughal Empire while the Kuheli collection weaves in the rich heritage of traditional Indian arts and crafts. Jalebi is a bold and bright sweep of contemporary Indian pop art and culture whereas the Tamara collection is an ornamental take on the flora and fauna of the South Asian nation.

We talk to the co-founder and design director of India Circus about the lifestyle brand and his vision of contemporary India.

Elan: What first attracted you to the world of design?

Krsna Mehta: I remember from a young age I had definite opinions, and when I look back on it, I find it amusing that at that age I was so opinionated. I started off working with the family business “Zeba” and then worked for several established brands such as Good Earth, Bombay Store, The Elephant Company and have also been associated with several national and international brands for several projects. I always wanted to start my own label and the natural progression of entrepreneurship running in my family lead me to further explore this opportunity.

Elan: Tell me a little bit about India Circus. How is it different from your other labels?

KM: After rigorous planning, India Circus was launched in November 2012. India Circus is my own label I wanted to start to try and introduce kitsch into Indian markets.

Elan: What’s the story behind the name ‘India Circus?’

KM: I think the name India circus is apt for the kind of products we offer, from contemporary sophisticated chic to street chic with vibrant colors and tones. We try and give all our consumers a colorful joyous experience with an array of unique styles, quirky element and distinct products, somewhat like a circus.

Elan: What is the inspiration behind your collection? 

KM: With an All-Indian palette, we draw our inspiration from both Mughal Royalty as well as the road-side chaiwalas. We offer a diverse and distinct array of moods and tones, which we feel represents India in our very own unique designs.

Elan: Did your hometown and upbringing influence your work in any way?

KM: I was raised and brought up in Mumbai – the city of uncanny aspirations. Whether you want to typically become a film star or a famous designer, the city caters to the likes of every ambitions and eccentricities. It is one of the major global cities in the world and yet typically Indian in the traditional sense.

Many of the famous symbols and icons from the city are seen as recurring motifs in my designs. Bombay is not about ‘sights’ in the traditional sense. It’s about bizarre experiences which, as you can see, majorly influence my designs.

Elan: Your collection is a whimsical twist on everyday life in India. Why do you think contemporary India is so inspiring?

KM: With our rich heritage and culture there is so much India has to offer, it is not difficult to fall in love with our nuanced heritage and vibrant culture.

Elan: What would you say is one of your favorite pieces in your latest collection?

KM: The Garden of Shangrila design from our Dazzling Fall winter collection.

Elan: How do blend and balance innovation and creativity when designing pieces for your label?

KM: Designing is a process, you ask a lot of questions and you listen. It’s important to understand your taste and your design process change based on your life experiences. Once you have your designs and products in place, 70 percent of your work is done.

Elan: How do you set yourself apart from other e-commerce ventures?

KM: Being a design house, we design, produce and market products on our own. Unlike other ecommerce websites, India Circus aims to cater to affordable luxury segment – offering premium designer products at affordable prices.

Elan: What were some of the challenges you had to overcome as an artistic entrepreneur?

KM: The biggest challenge I have faced as a designer is the need to always produce something different that sets you apart from what everyone else is doing, I sometimes get blocked for ideas, but then something amazing turns out maybe because of the amount I travel. I draw inspiration from all around.

Elan: What are your plans for the future of India Circus?

KM: Indiacircus is a two-year-old company. We obviously want to reach the likes of Amazon or Flipkart but at the same time make our own mark with our design excellence.

Elan: What advice would you give to other aspiring designers and entrepreneurs in India?

KM: Anyone can become an artist or interior designer, but to become a successful one it’s necessary to find that unique style and then explore that unique style that no one else is doing. Always keep your designs fresh but always stick to that signature style that sets you apart and you are recognized by.

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