my picks for the festive season, specially as mehendi and wedding giveaways

Aditi Prakash is a designer based out of Delhi, who 3 years ago founded Pure Ghee Designs. This accessory brand creates bags distinguished by unusual materials, colour, craftsmanship and surprising details. Started in 2010 the name Pure Ghee came about when one of her craftsman presented her with a dabba (tin container) of homemade pure ghee (clarified butter). It was the best gift he could think of; it signified quality and a taste that had no substitute. Her background in sculpture, Industrial Design (NID) and craft influences the design ethos of the brand.

She loves to use fabrics that have a story to tell – be it the Gamcha from the Bihar, Kitschy lungis from Hyderabad and Cochin, block printed Ajrak from Bhuj, or the Shamiana material under which you stand at innumerable weddings; all find a place within the Pure Ghee Designs aesthetics.

Where is your birth place?

Aditi-Hyderabad

How do you view the design changes in your environment from birth till now?

AditiI have lived and worked in Hyderabad, Ahmedabad and Delhi; cities that have a rich history and syncretic culture. Everything links to the process of collecting, absorbing and creating as you go along.

Your interesting journey to Pure Ghee?

Aditi-Traveling to various small towns and villages during my first job with Dastkari Haat Samiti opened my eyes to an Indian design vocabulary that is simple and all pervasive in rural India.

Have been involved in conducting international craft linkages by combining crafts from countries like Pakistan, Vietnam, South Africa, Sri Lanka and India which made me aware of the universal language of craftsmanship.

And now growing Pure Ghee Designs from an urban village in Delhi puts all my knowledge into practice. Building a unique brand one day at a time!

What does design mean to you?

Aditi-Design to me means channeling creativity to create value not just for yourself but for others in your environment.

What are your educational qualifications?

AditiBachelors in Fine Arts in Sculpture from JNTU Hyderabad

Post Graduate Diploma in Industrial Design from NID Ahmedabad

What is your work experience?

Aditi-For over a decade now I have been working extensively in the craft sector. A key component of these projects was to identify opportunities for craft people and redesign their products to align with changing market scenarios. Based on this experience I formed Pure Ghee Designs which creates variety of handbags inspired by traditional Indian Textiles. Pure Ghee bags have gained recognition for their quality and quirkiness in a short span and are retailed from over 20 stores across India including Ogaan(Santushti Complex, New Delhi), Cinnamon(Bangalore) and Kamala(Connaught Place, New Delhi) as well as UK and France. 

2009-2010

Interior Design for high end luxury resort Samode Safari Lodge in Bandhavgarh. It is among the coveted Condenast list of Top 25 Best New Hotels, Worldwide 2012. My focus was to integrate local craft in the interiors.

2007-2009

Worked as Design Head for Nalli Silks, I helped launch a new brand dealing with contemporary hand crafted textiles and crafts.

2003 – 2007  

Full time designer under Jaya JaitleyDastkari Haat Samiti, a national federation of craftspeople, New Delhi.

2006, 2012

Faculty Member for pilot courses of Kala Raksha Vidyalaya, Institute for Traditional Artisans, Kutch, Gujarat.

Have also worked for Craft Council of India, All India Artisans and Craftsworkers Welfare Association, United Nations, Pradeep Sachdeva Design Associates  and Delhi Tourism.

am always looking for new ways to include crafts in our day-to-day life.

www.puregheedesigns.com

Studio:

10 Windmill place,

Near Shiv Hansa Chowk,

Aya Nagar Village,

New Delhi – 110047

By appointment only

email:

aditi@puregheedesigns.com