ABOUT US

Striking the right balance between dream and reality…. between instinct and analysis… between art and craft… between the known and path less traveled.. is a challenge we choose to live by everyday!


Starting out as a graphic designer over 3 decades ago, Chelna Desai’s practice has traversed diverse design landscapes to form the multifaceted identity it has today. Over time, somewhere between the visual pull of graphics and the tactile world of textiles the language of design began to merge. A life long engagement began...

It was a rare providential opportunity to author a book documenting Ikat Textiles of India commissioned by Japan’s leading publishing House Graphic sha in 1986, that flung open the doors to the company’s unforseen foray into textile design. Post launch of the book, challenging and exciting offers in weave design to create new alternatives using traditional techniques for weavers at the grass root level came streaming in. In the years to follow, Design projects in practically every technique and corner of India commissioned by Corporates, Private and Government clients were taken on and executed within stipulated time lines.

Riding the learning curve and delivering results simultaneously became a way of life. Going deeper into processes, discovering supporting components such as Branding and Marketing were virtually non existent but essential in todays retail environment, new strategies were formed. Product Development, Branding and Marketing access functions were introduced and integrated, forming a template for future developments.



Staying relevant is key.


PROFILE

Graduate of the National Institute of Design 1979 -1980 in Visual Communication.
Started own practice in Graphic Design in the same year.


TEXTILE DESIGN AND PRODUCTION

LAUNCH OF LABEL CHELNA DESAI: 2018

The first design and production venture specifically in the Ikat Technique was launched in a very special exhibition tiltled ‘IKAT EYE” at the Prince of wales Museum (CSVS ) Mumbai. The product range spanned Home, Garments & Accessories.


TEXTILE DESIGN: WEAVE & PRINT

PRODUCT DEVELOPMENT FOR EXPORT : 1996 - 2009

Designed extensively for Indian export Houses in the Home & Living Sector from 1996 onwards Zeba, Vrindavan Overseas, Bombay Dyeing, Vatan international and many more showcasing at New York, Frankfurt trade fairs. Some end customers Pottery Barn, Speigel, Kanelas, Coin, Walmart, JC Penny, Kohls, Target, Macys.

HANDLOOM TEXTILE DEVELOPMENT PROJECTS : 1998 -2015

Over 25 projects executed in the Handloom sector covering virtually every traditional technique Projects entailed working with weavers from Loin Looms to Frame and Jacquards, Ikats, Brocades to Block prints and Embroideries. Customers ranging from Corporates, Government to Not for Profit Orgs.

PRINT DESIGN : 2010 Onwards
Participated directly in International Print Design shows in Frankfurt & New York.
Some Cutomers: Matalan, Corel,Kane Carpet, Nesse, Jqueen, Botex, Erisman and several others.

SPECIALITY TEXTILES : 1 of a kind Tapestries for TCS ,Bharat Bijlee and Wall Art for Private customers.

CRAFT DESIGN

JEWELRY DESIGN: 1992 to 1995

Award winner of India International Jewellery Competition sponsored by Decta & De Beers Designed gold Jewelry for World Gold Council Trend Book.
Exhibited 1 of a kind pieces using pebbles, metal objects, microchips with Diamonds and mixed stones. Costume Jewelry Development project for Aga Khan Foundation NGO Tara.

CANE & BAMBOO PRODUCT DEVELOPMENT PROJECT: 2000 TO 2003

Developed over 200 products for Bamboo Crafts persons of Tripura in a show entitled Olom for the Government of Tripura.


GRAPHIC DESIGN

ART DIRECTION, BRAND IDENTITY, ENVIRONMENTAL GRAPHICS PROMOS: 1996 tO 2018

Magazine Design : 1989 Art Director of Taj Magazine for Taj Group of Hotels and Interiors India for India Book House.

Authored & Designed Book Ikat Textiles of India published by Graphic sha Japan, Thames & Hudson UK, and Chronicle Books USA.

Corporate Identities and Promo Graphics for a wide range of organizations from Fashion Boutiques such as Melange, to Corporate Houses Sturdia Chemicals, Crompton Greaves to NGO'S such as Cry, Concern India and several others.

Environmental Graphics for Charles Correa designed Museum Jawahar Kala Kendra Jaipur.

Restaurant Graphics for Masala Zone, Bayswater, London.

Brand Identity to Market Access : From creating Brand Identities to Product Development for organizations in the Handloom sector. Facilitating market access on several trade platforms for Brands Olom, Oria, Biodye to name a few.

Exhibition Design / Coordination : for most clients in the textile sector Handlooms and Made ups for International and Domestic trade shows.

Speciality Graphics and Décor for Weddings and Special occasions for domestic and international clients.

Store Design for Sambalpuri Bastralaya for 2000 square foot outlet in Mumbai.


PROFILE

Graduate of the National Institute of Design 1979 -1980 in Visual Communication.
Started own practice in Graphic Design in the same year.


TEXTILE DESIGN AND PRODUCTION

LAUNCH OF LABEL CHELNA DESAI: 2018

The first design and production venture specifically in the Ikat Technique was launched in a very special exhibition tiltled ‘IKAT EYE” at the Prince of wales Museum (CSVS ) Mumbai. The product range spanned Home, Garments & Accessories.


TEXTILE DESIGN: WEAVE & PRINT

PRODUCT DEVELOPMENT FOR EXPORT : 1996 - 2009

Designed extensively for Indian export Houses in the Home & Living Sector from 1996 onwards Zeba, Vrindavan Overseas, Bombay Dyeing, Vatan international and many more showcasing at New York, Frankfurt trade fairs. Some end customers Pottery Barn, Speigel, Kanelas, Coin, Walmart, JC Penny, Kohls, Target, Macys.

HANDLOOM TEXTILE DEVELOPMENT PROJECTS : 1998 -2015

Over 25 projects executed in the Handloom sector covering virtually every traditional technique Projects entailed working with weavers from Loin Looms to Frame and Jacquards, Ikats, Brocades to Block prints and Embroideries. Customers ranging from Corporates, Government to Not for Profit Orgs.

PRINT DESIGN : Participated directly in International Print Design shows in Frankfurt & New York Some Cutomers Matalan, Corel, Kane Carpet, Nese, JQueen, Botex, Erisman and several others.

SPECIALITY TEXTILES : 1 of a kind Tapestries for TCS , Bharat Bijlee and Wall Art for Private customers.

CRAFT DESIGN

JEWELRY DESIGN: 1992 to 1995

Award winner of India International Jewellery Competition sponsored by Decta & De Beers Designed gold Jewelry for World Gold Council Trend Book.
Exhibited 1 of a kind pieces using pebbles, metal objects, microchips with Diamonds and mixed stones. Costume Jewelry Development project for Aga Khan Foundation NGO Tara.

CANE & BAMBOO PRODUCT DEVELOPMENT PROJECT: 2000 TO 2003

Developed over 200 products for Bamboo Crafts persons of Tripura in a show entitled Olom for the Government of Tripura.


GRAPHIC DESIGN

ART DIRECTION, BRAND IDENTITY, ENVIRONMENTAL GRAPHICS PROMOS: 1996 tO 2018

Magazine Design : 1989 Art Director of Taj Magazine for Taj Group of Hotels and Interiors India for India Book House.

Authored & Designed Book Ikat Textiles of India published by Graphic sha Japan, Thames & Hudson UK, and Chronicle Books USA.

Corporate Identities and Promo Graphics for a wide range of organizations from Fashion Boutiques such as Melange, to Corporate Houses Sturdia Chemicals, Crompton Greaves to NGO'S such as Cry, Concern India and several others.

Environmental Graphics for Charles Correa designed Museum Jawahar Kala Kendra Jaipur.

Restaurant Graphics for Masala Zone, Bayswater, London.

Brand Identity to Market Access : From creating Brand Identities to Product Development for organizations in the Handloom sector. Facilitating market access on several trade platforms for Brands Olom, Oria, Biodye to name a few.

Exhibition Design / Coordination : for most clients in the textile sector Handlooms and Made ups for International and Domestic trade shows.

Speciality Graphics and Décor for Weddings and Special occasions for domestic and international clients.

Store Design for Sambalpuri Bastralaya for 2000 square foot outlet in Mumbai.