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.
