Born out of the creative fertility of superstar artist
and interior designer Krsna Mehta, The Elephant Company is a chic collection of interior ware based on the themes of India and Mumbai. The vibrant collection is being launched at one of India’s oldest store with 106 years of heritage, The Bombay Store. The first roll out of collections of ‘The Elephant Company’ will be based on the theme of India and Mumbai. Inspired by iconic images of life in India, the collections portray contemporary India through an amalgamation of rich textures and vibrant colors spread over a diverse product line comprising of apparel, stationery, home furnishing, tableware, etc. Presented through an interesting illustration of graphics, the collection will be retailed through shop-in-shops starting with The Bombay Store in the first phase of its launch, followed by high street, shop in mall and airport retail.
The Bombay Store is the ideal venue for this retro chic collection, as the stores have the distinction of being the oldest retail outlet in the country. The launch event was an interesting affair as Mumbai came alive with people wearing the imprints of dabbawala’s, autorickshawala, traffic policemen, fisherwomen, etc, reinforcing the spirit of Mumbai and the designs of The Elephant Company’s collection.
Asim Dalal, MD of The Bombay Store says to begin with, the brand will be exclusively retailed at The Bombay Store and in the coming months they plan to introduce the collections in malls and other shop-in-shops and retail outlets. Apart from this, they also aim to launch more theme-based collections and rope in versatile artists and designers to design collections. In the initial launch phase, ‘The Elephant Company’ has received an overwhelming response from both the consumers as well as retailers and Dalal is confident that this brand will continue to create intrigue and drive sales in the coming days.