PERSONALITY AND DESIGN ALANKARAM

India's top furniture design studio.

Alankaram, which means the art of decoration or ornamentation in Sanskrit, is India's leading home-grown furniture design studio that amalgamates indigenous designs with contemporary sensibilities. Founded by architect and urban designer Anupriya Sahu and her partner Dhwanit Parmar, an engineer and marketing professional. Alankaram strives to craft a blend of culture, sensibility, technology and fine craftsmanship.

Tell us something about yourself and how you began Alankaram.

Art has intrigued me since I was a child. Considering I had a keen eye for colour and design and my father being a civil engineer, he decided to pursue architecture as my career. I joined B. Arch at the Pillai College of Architecture and then pursued urban design at the master's level from SPA, New Delhi. While studying the course, I enjoyed exploring different construction materials. My passion for furniture design, especially woodworking, was further triggered when I worked at various architectural firms after completing my education. Fascinated by wood, I started designing furniture and creating pieces that showcased local Indian versions.

It was in 2013 that my husband, Dhwanit Parmar, and I set up Alankaram. We both had different educational backgrounds; he is from IT, while I hailed from an architectural background. As a result, Alankaram evolved as a furniture brand, blending his business acumen and my passion for design. However, we faced challenges immediately, which eventually became stepping stones for the journey ahead. Right after starting Alankaram, we realised there was a lack of local craftsmen and artisans in the market. To combat this challenge, we started our own furniture manufacturing unit in 2015.

How is Alankaram different from its competitors? What is your USP/ Speciality?