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.