Leela design studio designs and develops products that have been hand crafted, where quality is of the essence.

The philosophy of ‘Leela’ that literally means ‘imagination’ is to reach out to the sensitive minds of the crafts people and take their craft forward.

Design is integral to the Indian culture and heritage. Design has been a part of our basic living requirements due to which we have evolved simple products over the years. Design tools being based on simple sustenance have hence been redefined in the Indian context.

As a designer I believe that it becomes an added responsibility to carry the Indian heritage forward and not let it die out due to the market changes and our economic requirements. We have one of the most diverse craft based activities that we need to evolve and become a bridge for our craft producers to the outside world.

At the design studio we work only with Natural fibres and materials. The main emphasis is on bringing together a diverse range of quality products that are transparently priced. We maintain that all work needs to keep the identity of the place where it is developed we also ensure that the product utility is aptly explained to crafts person in the village. Open discussions, trainings on product development, costing, marketing, exposure to the city lives are part of the evolution that we believe help evolve the craft.

Hand Woven Garment fabrics -

Exquisite Blankets, throws that are hand spun and hand woven blends of Merino, Angora and Silk are also developed for select boutique buyers

The Bag story

Knitting and crochet are part of daily activities in the hills. Come winter, women are seen knitting everywhere –homes, schools, bus stands. This however ceases when summers arrive. Knitting is usually done with the most easily available yarn where synthetic wool has replaced fine merino. Being witness to this during a development project (National Centre for Jute Diversification) and later a weaving project for DC Handloom in Kullu Valley, Himachal I felt the need to create new products that would help them during the summer months.
Cotton knitted bags, caps were developed with Kullu Karishma and then marketed through a popular retail store. There were large orders for these trendy bags.
However over a period of time they had to be reworked. Since design should continuously evolve a bag manufacturer in Mumbai who works only with natural handcrafted fabrics agreed to develop the knitted bags with leather accessories. The product developed was unique and stunning. The new bags are being launched in the retail market soon.

The bath collection

A large retailer of Home linen and accessories required to diversify his existing range with coordinated bath linen with accessories. Bath as a separate market was soon understood by the customer and a spectacular range of coordinated Bath linen – hand woven, and hand crafted – carrying the eco friendly tag was developed. A comprehensive range of natural accessories were developed and sourced to enhance the range. The products were given an exclusive shelf space that soon upped the sales of bath than ever before.

New Retail stores
A new venture to open craft store chain in India was planned and recently launched in 5 cities. The client required to make a careful selection of its suppliers who were genuine artisans. Once the supplier and his expertise were studied new collections were designed and developed for Home Linen range. An extensive research was done to understand colour trends, Indian sizes, varied traditional techniques and accordingly product selection was done. Production planning played a crucial role since new stores were being opened – the range was launched and very well received.

Panja Durry
The Panja durries, according to Kamladevi Chattopadhya were ‘abstract in an indigenous, therefore meaningful way, being direct impressions and interactions of their own environment.

I worked on the Punja durries for a DC handloom project – the brief was to develop new designs for Punja durries for Suraj pur cluster, Greater Noida. They had been working on improvised vertical looms and required new designs. The durries developed during this project were very well received in the retail market and also were selected by Aiaca. Catalogue.

Stone washed DurriesAnother client, a well known retail chain in India, wanted to revive its age old collection of Stone washed Punja durries. The durrie sales had reduced greatly as no new designs had been developed since over a decade. The durries were developed in Rajasthan and in weaving areas around Delhi. The unique quality of stone wash durries is the muted look that is achieved after rigorous stone washing. The colours were therefore carefully selected and the designs developed were contemporary and gave a fresh renewed look to the clients collection.

Leela design studio’s continuous interactions with the various craft groups takes Indian craft traditions through to contemporary times and reaches out globally with its modern products.

This has been achieved by implementing a comprehensive design process.

Study of technique: before beginning work in a new area the team gets a thorough understanding of the traditional techniques and processes followed by the craft group.

In India each area has a distinct feature and no two areas follow similar traditions even if it is just a process of weaving or dyeing or printing. Leela design studio ensures that an initial study as well as comprehensive learning takes place of the local idioms and work traditions before starting new developments.

Conceptualization: New developments can be conceived in isolation of the craft but if the craft producer cannot understand the use or the technique it become impossible to take a product through to production. Therefore initial product development involves taking baby steps towards changing shapes, colours and finally finished products. A steady process and patient investment of time becomes crucial.

Product development: The products developed are finally put together in a comprehensive collection before being displayed in the market. The products put together
have clear specification sheets, with all size, and colour details. It is ensured that all the designs introduced are production friendly and can be followed easily.

Quality: A design is not complete without a stringent quality check. This is followed at the producer level as well as before the product is dispatched to the client.

Marketing: Leela design studio retails to well known stores in India and abroad. We do not retail under the brand name of Leela. The studio intends to continue to provide its design services to the different craft groups and eventually put together a comprehensive collection of contemporary Indian textiles under its own brand name.

At present the design studio services the producer groups by providing design training, production training, product development, and strategic marketing tie ups.

In the ever changing market the biggest challenge is in retaining artisan interest in new training programs and making them understand that learning, innovation and improvement will help them succeed. A well-designed product of good quality spells long term sustainability when compared to stopgap, quick solutions that may tide us over for some time.

While working with various craft groups Leela design studio has understood that a sustainable relationship is possible only if training and capacity building is done periodically. While working in an office space or in the field with artisans, we always focus on providing relevant information / training to the artisans to understand the global marketplace better.

Some of our workshop themes are outlined below:

1. Costing workshop
Understanding basic production costing – break up of a product cost
Mark ups
Cost of raw material – movement of supplies/ stocks
Profitability

2. Sustaining growth
How to understand profits / break even points
Going beyond funding
Becoming independent

3.Business training
End user needs
Understanding and implementing orders
Systems to be implemented
Order taking
Processes
Production
Delivery and time lines
Product to be market friendly(costs/ design)
Sustaining clients
Creating a market

4. Working within the craft sector
Management of semi skilled and skilled labourers
Coping with time lines
Delegating duties
Understand holidays / cultural breaks / family issues
Production processes
Quality checks
Team building – how to work together as a group and why

5.Working for the export market
Developing a range
Taking orders
Master samples
Time lines
Delivery process
Customs/ export processes
Payment terms

6.Design development and documentation
New designs – shapes, sizes, colours
Quality – technology upgrade
Skill up gradation
Documenting new designs
Photo documentation
Specification sheets
Master samples
Tagging / Labeling

7. Brand building
The product story
How to communicate
How build up correct products
Information and transparency

While designing and developing newer product ranges is a continuous process for Leela design studio. The real impact of our work shows in generating new sales and linking to new markets. Leela products are showcased in premium retail outlets in India as well as discerning International markets of Hong Kong, Singapore and Australia.

Our marketing objective is to link Indian artisans to new markets and ensure that these links can continue to grow over the long term.

Leela Foundation is a non-profit venture that uses entrepreneurial approaches to help economically weaker sections of society live a better life. We believe that small amounts of training, design and innovation, combined with large doses of business acumen, can build thriving enterprises providing sustainable livelihoods. We focus on designing sustainable products and services to ensure that the people we work with get employment in their natural environment. The Foundation has defined a set of 3 key metrics for each project it is associated with.

Sustainability

We ensure that our projects have a strong idea, ensure employment generation, are effective in enhancing the quality of life and do not violate the principles of sustainability (The Natural Step).

Social Impact

How many lives will be impacted by our projects, and what is the nature of that impact. We conduct an in-depth research to better understand the social impact of our work.

Future Ready

All good ideas need to evolve with the changing world around us. It is our continous effort to help our partners constantly innovate, assess opportunities and form alliances.

The Leela Foundation is associated with many projects at the grass roots level.

NGOs, Societies, Cooperatives

Leela Foundation is working with NGOs and other cooperatives to develop effective program-models that help economically weaker sections live a better life. We offer a range of consulting services to help these organizations become self-sustaining. Currently most NGOs manage to fund various causes through charitable donations, the Leela Foundation helps NGOs in identifying potential sources of revenue, effectively collaborate with partners, and make the revenue generation process simpler and more systematic.

We partner social entrepreneurs interested in using our innovative framework and tools to help them effectively scale-out their most promising programs. We specialize in identifying and developing strategies to scale their impact through close collaboration with like-minded organizations.

The Leela Foundation offers long term programs in establishing a sustainable framework by providing ongoing consulting, training and market support, including:

Market survey and assessment

Feasibility analysis

Solution development

Market and sales plan development

Technical training linkage building

Monitoring and ‘Handholding’

Large corporates

Cause related marketing – With more companies committed to corporate social responsibility, we can offer, often unanticipated, benefits to a company from our effective CRM (Cause Related Marketing) partnerships. Some of the potential benefits include , attracting and retaining customers, developing market differentiators and reaching out to niche markets. Partnering with the Leela Foundation can help your company connect with specific demographic or geographic markets.

CSR and Charitable initiatives – Poor people seek dignity, not dependence. Traditional charity provided by large corporations and CSR measures often meets immediate needs but too often fails to enable people to solve their own problems over the long term. Market-based approaches have the potential to grow when charitable money run out, and they must be a part of the solution to the big problem. The Leela Foundation helps develop integrated community investment strategies align internal CSR issues and link business goals with community needs.

International Aid organizations

Foreign aid, that is, financial resources disbursed internationally to nonprofit and non-governmental organizations (NGOs), has emerged as a key element of the foreign aid system. Private foreign aid too has grown strongly over the past 3 decades. The Leela Foundation assists international aid organizations in making sure that there money is being used to make people self sustaining.

Institutions

The Leela Foundation works with various institutions who are involved with training and other human development activities. The foundation helps in enhancing current training and designing innovative models which reflect in better future working of NGOs and other organizations. These Institutions can get easier access to community networks and can better train their staff and students to solve real problems when working on community outreach programs.

Adopt a project / Volunteer your services

Each of our associates need help in the form of technical support, marketing campaigns and training. You can contribute to their cause by adopting a project they may be currently involved with.

You can also directly work with the foundation or with any of the organizations associated with us.

To find out more about the current projects that need support, send us your resume, your area of interest and contact details and we will contact you within 24 hours. The Foundation’s contact details are mentioned in the contact section of this website.

Buy a Product

The Foundation supports many entrepreneurial ventures. Each of them produce world class products that are based on traditional Indian craftmanship. The product features, pricing and other details are listed on www.leeladesign.in

Buy a product and show your support to the cause closest to your heart!

The Leela Foundation works with a set of alliance partners who believe in the principles of Sustainability and Social Impact.

leela design studio pvt. ltd.

C 42 Green Park (main)
New Delhi 110016

e mail : anurag@leeladesign.in