KIRANA IN LUXURY MARKET

Founded by Haresh Mirpuri, Aranyani has adopted the original Indian concept of the kirana (‘Atelier’ in the European parlance) in the luxury market. Here, the focus is not just profiteering, but creating a positive impact at every touch point. In the initial days, the brand utilized its atelier to create beautiful hand-painted bags which were released as “Finding Your Roots”. While the collection was well received by the media, art lovers and end users alike, the designs were too unique for the product to be used as an ‘everyday bag’.

- Haresh Mirpuri

Give a view of the brand’s journey since inception.

The brand is inspired by the founder, Haresh Mirpuri’s firm belief in the philosophy, principles and values of Vedic India or Bharat. He aspired to showcase to the world the true meaning of luxury as understood by the oldest civilization on the planet. Thus, Aranyani has adopted the original Indian concept of the Kirana (‘Atelier’ in the European parlance) in the luxury market. Here, the focus is not just profiteering but creating a positive impact at every touchpoint. In the initial days, the brand utilized its atelier to create beautiful hand-painted bags which were released as “Finding Your Roots”. While the collection was well received by the media, art lovers and end-users alike, the designs were too unique for the product to be used as an ‘everyday bag’. Learning from that insight but not giving up its original inspiration, Aranyani redesigned its luxury leather bags to be bespoke (instead of haute couture) with Indian artisanship to cater to a wider audience and also bring in versatility in their usage.

What major challenges you faced in the initial stage? Kindly share them.