The Pure Concept Home
The Pure Concept Home

Aliya Ladhabhoy

A home today is a multifaceted space for learning, exercise, work, entertainment, and more. After the lockdown, people have been redesigning their homes and changing their décor to upgrade their personal space, making this an opportune time for those in the home décor business.
Pia Johnson, Co-Founder of a newly launched furniture company Ikaigai, who launched her first store at One Indiabulls Centre in Mumbai, feels that as the COVID-19 vaccination has made it to India, the market sentiments will be more positive, and spending for home improvements/décor will grow.
Ikaigai, launched in partnership with interior designer Yeohno Jeong, is the exclusive representative for Rochdale Spears in India, a brand that has catered the world’s leading hotels like Four Seasons, Ritz Carlton, Raffles Singapore and The Address Downtown Dubai.


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The store had a soft launch in March 2020 but had to postpone the opening of the physical space until November last year.
“All our selected partners mirror our mission to offer furniture of exceptional quality and exquisite craftsmanship. Rochdale Spears’ retail arm, Sonder Living has designers like Kelly Hoppen, Andrew Martin, Maisson 55, Reagan Hayes, Boyd, Thomas Bina on board. They are known for their innovative designs and high-end manufacturing,” says Johnson. Ikaigai has also partnered with Scandinavian Design, Square Roots and world-class leaders in high-end speakers and audio systems, Bowers & Wilkins.
Brisk business
Home decor is a space in which people like to touch and feel the products before they buy them. Hence, a physical store is crucial, but Johnson admits that an e-store is essential in today’s hyper-connected world, which helps the brand reach a wider customer base.
Ikaigai at One Indiabulls Centre in Mumbai
The Pure Concept Home is another new entrant in the home décor space. Launched in December 2020 at Ador House, in Kala Ghoda, the store has curated collections of furniture, fabrics, wallpaper, rugs, and ceramics. They also offer design consultancy and turnkey project solutions for individuals and companies.
The store founded by Chanya Kaur is an extension of The Pure Concept, a furnishing and upholstery textile brand that she co-founded in 2012.
The Pure Concept Home
The Pure Concept Home at Kala Ghoda, Mumbai
“We believe that The Pure Concept Home is contributing to a shift in perceptions around the idea of luxury with minimal design,” says Kaur.
Trends for 2021
Johnson predicts that people’s experiences in 2020 will determine the trends for 2021. “An uptake in living room furniture and décor accessories like ornamental mirrors or contemporary home décor pieces, which add to the look and feel of the house, will be in demand. Functional furniture to spruce up office space at home like bookcases, cabinets, and desks will sell faster,” adds Johnson.


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In terms of macro trends, sustainable furniture with ergonomic design, crafted by hand will be increasingly preferred while nature-themed décor elements — cushions, carpets, lamp shades and even wallpaper (for an instant home makeover) will be in focus. People will turn to warmer colour tones to uplift the vibe of their homes, adds Johnson.
Kaur feels that people are more willing to experiment with their spaces. She believes that day beds and ottomans will be popular furniture categories in 2021. Timeless classics, everyday luxury and enhanced ‘lived-in’ aesthetic will govern purchase decisions in 2021.
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