Looking Back - 25 Years Of Good Earth

For over two decades, this home decor and apparel brand has been reintroducing us to our own roots. Vinita Makhija traces its historic milestones

The Indian sensibility is often looked at as maximalist and royal, sometimes kitschy and even ethnic. To encompass India's cultural diversity takes a large and compassionate vision. Good Earth's Anita Lal, a formidable name in Indian design, has successfully done just that. As 2020 put our homes back in focus, Lal says, “My deepest desire is that we look at the wisdom inherited from our ancestors.” With a mission to introduce products that bring joy to everyday living, Good Earth has grown to be a full-fledged design brand, focusing on home, apparel, textiles and international partnerships. Most importantly, it’s also a destination to address a collective yearning for our culture. As the iconic brand celebrates 25 years, we trace its evolution through 15 of its biggest milestones.

1996: The beginning: The first Good Earth store

Anita Lal, an avid potter herself, recognised that the craft of the kumbhar village potters was dying. Terracotta matkas were giving way to lighter, unbreakable plastic containers and severely affecting livelihoods. A revivalist and patron at heart, she opened the first Good Earth boutique at Kemps Corner, Mumbai as a platform to connect the village potters with urban consumers who could appreciate Indian, with a twist.

1997: Spice trail, The first design story

The brand’s distinctive brand and design language means one is able to recognise the motifs and products everywhere. ‘Chillies’ celebrated the quintessential Indian red and green chillies on hand-painted china in indigo, with accents of saffron, red and turquoise. Watch out as they re-release this vintage print as a part of their flashback campaign this summer.

2000: God’s own inspiration board: Periyar