The focal point of the worldwide consumer goods market is set on India as the nation gets ready to hold the title of partner country at Ambiente 2019 – the world‘s biggest and most important international trade platform for interior decor, dining, cooking, household goods, gift items, jewellery, fashion accessories.

India remains one of the very few countries in the world that still creates textiles and crafts coming from the genius of its master weavers and artisans. With an aim to draw attention to Indian artisans and promote handicraft exports, Ministry of Textiles together with Messe Frankfurt India unveiled the India Design Concepts on the lines of “FUTURE IS HANDMADE” at a press conference in New Delhi today as part of the Partner Country highlight at Ambiente. This exclusive project will make way for Indian designers and artisans to showcase the best of heritage art & crafts infused with modern design thinking and position India on the world map of Design & Decor.

Messe Frankfurt which is the oldest and perhaps the biggest trade fair organiser in the world has nominated India as the partner country for AMBIENTE 2019. As a highly respected trade fair which has over 50000 trade visitors and participants from over 50 countries (India itself has close to 450 exhibitors) the platform presents an opportunity to showcase the possibilities in this sector.

India’s young talents, Jaipur-based Designer Ayush Kasliwal and Bengaluru-based Sandeep Sangaru have been nominated to design the India pavilion and the café respectively. Additional spaces have been awarded to the government to present the scope and various perspectives. The Themes and Design concepts will be curated by Mr. Sunil Sethi, President of the Fashion Design Council of India (FDCI).

A design arena on the theme of ‘Timeless and Handmade’ will be curated by Jaipur-based designer Ayush Kasliwal and designed with gentle Indian shades, beautifully lit in the format of a design gallery. It will be organised in 2 parts covering – the first Timeless and Handmade section will celebrate everyday crafted objects, some of which are authentic, timeless originals, and second is crafted objects that have evolved to respond to today’s expectations, and relevant to an international audience. Bengaluru-based Sandeep Sangaru who will designing the Café concept based on the theme of “Starry Nights’ illustrating the usage of bamboo in his designs.

The other arena which has been accorded to the government to present the Indian design perspectives will be based on the themes of Crafts Forward, Crafts & Perspectives, and Crafts & Industry. The Crafts Forward arena showcases the finest of Indian crafts which will be a liberal mix of ancient objects from museums to collectibles of today are being conceptualised to be displayed in a museum setting with stories that engage the viewer into the object, and the craft that was used to make it. Objects on loan from the crafts museum form the backbone of this pavilion. The scale of these objects shall be sufficient to establish an Indian artisanal aesthetic. The desired outcome of this section is to give India the intellectual edge of being a creator and owner of an aesthetic rather than only a manufacturing centre. The Crafts & Industry arena will depict products and enterprises that have got the two together, many of who are already exhibiting in AMBIENTE. The Products shall be showcased along with the craft process and the details of the same. The intent here, is to establish craft process as a value addition proposition, to buyers as well as manufacturers alike with the objective to present India as an ideal destination where craft, industry and the combination is readily available.

India has always had a crafted life, from the beautiful to the mundane, from the celebration to the everyday. Its history is replete with fine examples of craftsmanship that encapsulate the material identity of the nation. As a top participant at Ambiente, every year, over 400 Indian manufacturers present Indian workmanship at the global fair. With India being the Partner Country for 2019 edition, the worldwide consumer goods sector has its eyes set on the future potential of the USD 3573 million export market** and the heritage art and crafts that will be put together through the concept of “Future Is Handmade“.

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