"India has a rich cultural heritage and this is exactly what I intend to convey by incorporating Indian techniques to suit Western tastes. Our basic technique is purely Indian."
"My incursion into the world of textile industry is a complete coincidence. I majored in economics, but am working in a totally different profession. It was in the late 1970s when the renowned dhurrie designer Shyam Ahuja was at the height of success. The field saw many young talented artisans imitating his style — and I was also among the many who admired and acknowledged his work.
"Once, when I was still in school, I was vacationing in Mirzapur. Just by chance, I happened to design some dhurries on paper. I liked them and had them made and put on exhibition in Pragathi Maidan. Incredibly, the customers loved my style and, ever since, my designs began to flow. That was the turning point in my career. Later, I joined the family business and my life became quite an adventure. Over the years I have come to understand and experience the concept of marketing and identifying what people really want.
"India has a rich cultural heritage and this is exactly what I intend to convey by incorporating Indian techniques to suit Western tastes, developing a connection between India's traditions and the Western style. Our basic technique is purely Indian.
"I work constantly with a group of designers, developing new concepts. We work mainly with textiles, including curtains, tablecloths, cushion covers, throws, sofa throws, bed covers, rugs, etc.
"I feel happy to be a part of Novica. I hope this relationship with Novica will lead to yet another new adventure."