From lush green fields, beautiful backwaters to exotic spices, God’s Own country is unique, rich and vibrant in its resources. Quite naturally, its pulsating beauty reverberates into its traditions, culture and language as well. Viakerala celebrates its roots through its products that are reminiscent of Kerala’s typography and rich heritage. RITZ is in conversation with the mastermind behind the brand that is taking Kerala across the globe, Theresa Joseph George!
![The Flying Elephant](https://magarticles.magzter.com/articles/4929/265132/5a86c303e2a7e/The-Flying-Elephant.jpg)
What inspired you to start Viakerala?
I have been working in Kerala for 15 years now and I noticed that tourists or friends from abroad have a ‘Bollywood’ inspired perception of India. But down south, I don’t think Bollywood has so much of an influence, at least not until recently. Being a graphic designer with a specialisation in typography, my work deals with identity design. So I felt there was a vacuum, a space for this kind of expression, an identity that we could relate to in our everyday life and not just for festivals. I started to question my own identity or roots and that’s when the idea of setting up a brand was born. Viakerala is a modern take on what already exists as Kerala’s identity through a range of products that tells our story.
Having been outside of Kerala during your childhood, how acquainted are you with the language?
I’m from Kochi but I did most of my schooling in Yercaud. I remember coming to Kerala only during vacations, so I lost touch with the language but the nostalgia always remained. While traveling, the one thing I distinctly remember is that, the minute you cross the border, you immediately know that you have entered Kerala - not just because of the greenery or the landscape but also because of the visual impact, the curvy typography of the Malayalam language which is on every wall or building. I feel, being a literate state, everyone uses the language and script to communicate - be it political propaganda, movie and product promotions, the language is everywhere! It has very much become a part of our identity and day to day living. After returning to Kochi and settling here, I have revisited this notion of Kerala through its visual impact.
What is your brand philosophy?
This story is from the February 2018 edition of RITZ.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the February 2018 edition of RITZ.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
![WOMAN OF METTLE](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82da63d6dbf/crp_WOMAN-OF-METTLE.jpg)
WOMAN OF METTLE
Full-time actress and a full-time mother, one wonders how she does it all and with so much passion; yet, one conversation with Uma Riyaz Khan is all it takes to know one can have it all! She is one of the few actors who love acting and takes cinema passionately and has shared screen space with some of the leading stars of Kollywood. For her acting is a craft and she proves her mettle every single time she’s on-screen and has been constantly juggling between many mediums of entertainment. The versatile actor speaks to RITZ about her career choices, her family life, and her experiences on and off-screen as a mother and much more.
![THE POWER OF GRIT](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82db6523dc5/crp_THE-POWER-OF-GRIT.jpg)
THE POWER OF GRIT
Jewellery designer, socialite, philanthropist and now the President of Terroir - The Madras Wine Club, Minnie Menon has added one more feather to her colourful hat. Minnie, who is now on mission Terroir, speaks to RITZ about her passion, love for jewellery, her recent responsibility and what it took to get in there.
![THE ART OF MAKING TEA](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82ddbf7ef45/crp_THE-ART-OF-MAKING-TEA.jpg)
THE ART OF MAKING TEA
Kausshal Dugarr - Founder and CEO of Teabox shares how he took his Indian tea brand to 117 countries.
![SPREADING MASSIVE WINGS](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82dcfab77ab/crp_SPREADING-MASSIVE-WINGS.jpg)
SPREADING MASSIVE WINGS
Zorawar Kalra, founder of Massive Restaurants speaks on how he likes to innovate and stay ahead of the game.
![READY TO FACE THE ARC LIGHTS!](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82d6d61a573/crp_READY-TO-FACE-THE-ARC-LIGHTS.jpg)
READY TO FACE THE ARC LIGHTS!
As a child, she was always under the limelight for her amazing performances at the Kerala Youth Festival. It came as no surprise that her very first film offer came from Sibi Malayil for Ishtam opposite Dileep. Though her parents were reluctant initially, with a little coaxing from her uncle, Director K Madhu, they agreed to let her chase her dreams and ever since, there has been no looking back for this beautiful actress. Her memorable performances during the early stages of her career in films like Nandanam, Kalyanaraman and Kunjikoonan made her one of the most sought after actresses in Mollywood. With close to 50 films to her credit in Malayalam, Tamil and Kannada, she is the recipient of two Kerala state film awards. Ritz is in conversation with the South Indian Star, Navya Nair, who after a hiatus of eight years, is making a comeback to Mollywood with her much awaited film, Oruthee!
![MELODY! QUEEN](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82d8de30ca7/crp_MELODY-QUEEN.jpg)
MELODY! QUEEN
‘Raftaara’ the song from the blockbuster Mollywood film, Lucifer went viral the minute it was released online. It came as a surprise to many that it was Malayalam Cinema’s very own Jyotsna, who had sung this fast Hindi number! The gorgeous playback singer herself didn’t expect to receive such an overwhelming response and she is thrilled that the song has topped the charts. Of late, Jyotsna has been busy with her independent projects such as ‘Krishna the eternal’ - which is an offbeat meditation album, her single ‘Enni Varumo’ which won the Mazhavil manorana music award for best independent song of the year and of course ‘Paranne’, an original, written, composed and sung by the melody queen herself! Ritz catches up with the brilliant musician, Jyotsna Radhakrishnan, who recently won the ‘Kochi Marriott Presents Ritz Super 8’ felicitation for her exceptional and inspirational work in Music.
![FUN, FOOD, FRENZY, FESTIVITIES, FIREWORKS & FINESSE](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82ded96fbf2/crp_FUNFOOD-FRENZY-FESTIVITIES-FIREWORKS-FINESSE.jpg)
FUN, FOOD, FRENZY, FESTIVITIES, FIREWORKS & FINESSE
Thailand’s Elephant Boat Race and River Festival saw a spectacular adrenalinefilled weekend of paddlers, singers, music, food and tipple lovers, and some celeb spotting too.
![FROM RAGS TO SHAYYA!](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82df9cd8903/crp_FROM-RAGS-TO-SHAYYA.jpg)
FROM RAGS TO SHAYYA!
Pure Living is back with yet another incredible initiative. On women’s day this year, the firm that focusses on eco-friendly products and eco awareness, launched a special product titled ‘Shayya’, a handcrafted mattress that is being distributed free of cost to the poor and homeless. What makes it special is the fact that it is upcycled from cloth waste. Yes, the cloth scrap generated at fashion design or tailoring units that is usually burnt every single day is what is being used to make the Shayya. The result? Less pollution and a warm coz y surface for the poor and homeless! Read on to know more about this wonderful initiative by Lakshmi Menon.
![DREAMS MAKETH A WOMAN](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82e04d3986f/crp_DREAMS-MAKETH-A-WOMAN.jpg)
DREAMS MAKETH A WOMAN
She’s a sensation in the wrestling ring. Sakshi Malik made India proud by bagging a bronze medal at the 2016 Rio Olympics. She was the first woman wrestler from the country to secure a podium finish. No highs or lows, or ups and downs stopped her from reaching her goals. Just one step short of the Summer Olympics 2020 in Tokyo, Sakshi seems to be fitter and stronger than ever before, thanks to the confidence, she’s gained from her last victory. Endorsing the partnership of Herbalife Nutrition with the Inspire Institute of Sport (IIS) as it’s sports nutrition partner, the young IIS wrestler spoke to us about her journey after Rio Olympics and her dreams for Tokyo Olympics.
![Creating ENTERTAINING SOCIAL SPACES](https://reseuro.magzter.com/100x125/articles/4929/432987/5e82dc4ccd439/crp_Creating-ENTERTAINING-SOCIAL-SPACES.jpg)
Creating ENTERTAINING SOCIAL SPACES
Riyaaz Amlani, CEO & MD, Impresario Handmade Restaurants shares his journey on providing unlimited entertainment options.