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Get a splash of color of contemporary India with "The Elephant Company"

Announcement  |  Corporate 

Indulge in the vibrant color palette of India’s rich art and culture with the launch of ‘The Elephant Company’ 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 designed by ace artist and interior designer, Krsna Mehta.

Inspired by iconic images of life in India, the collections will 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, Home Decor etc. Presented through an interesting illustration of graphics, the collection will be retailed through shop-in-shop format starting with The Bombay Store in the first phase of its launch, followed by taking The Elephant Company in other retail format viz:- High Street, Shop in Mall & Airport Retailing.

Mumbai came alive at the launch event of The Elephant Company with people wearing the imprints of dabbawala’s, auto rickshawwala, traffic police men, fisher women, etc reinforcing the spirit of Mumbai and the designs of The Elephant Company’s collection.

Commenting on the launch Mr. Asim Dalal, Managing Director - The Bombay Store said, “The ‘Elephant Company’ symbolizes contemporary India and truly reflects India’s rich art and heritage through eclectic mix of vibrant colors and design. To begin with, the brand will be exclusively retailed at The Bombay Store and in the coming months we plan to introduce the collections in malls and other shop in shops retail outlets. Apart from this, we also aim to launch more theme based collections and rope in versatile artists and designers to design collections for us. 

In the initial launch phase, ‘The Elephant Company’ has received an overwhelming response from both the consumers as well as the retailers and we are confident that this brand will continue to create intrigue and drive sales in the coming days.”

Talking about the collections, India’s leading contemporary artist and interior designer, Krsna Mehta said, “Contextualizing and portraying contemporary India is central to my artwork. The designs are inspired by the city of Mumbai and India itself, with iconic images translated into bold and graphic representations, layered with mixed media - from digital photography, to silk screening, paint and embroidery to create the piece.”

Targeted at HNI group, youth and tourists, ‘The Elephant Company’s collection will be available in the price range 0f Rs. 90 to 2000 exclusively at The Bombay Store, Fort.

Bored of the usual mugs, t-shirts and bags? So add that jazz and zing to your style with the sparkling and chic collections of The Elephant Company!



First Published: Mon, January 31 2011. 17:03 IST