Sanganer block printing as a craft has attracted and inspired the west for as along as it has existed, from boosting economies to being desired. Successful innovation and design intervention of crafts as ancient as block printing is one of the benchmarks for an exceptional Indian designer.
What started as a dream of an Indo-Swiss couple (Rohitashva and Caroline Joshi) ended up being stage for a very challenging yet fruitful graduation project that dealt with multiple experiences ranging from starting up a brand to visualising the first collections to finding scope for innovation to stepping up and maintaining quality of an alien audience - The Swiss.
The project involves understanding a novel audience - The Swiss, their lifestyle and preferences as well as the craft of Sanganer block printing to develop the debut visual language of the startup lovingly called DĒS that wanted to introduce itself as a premium craft based soft home furnishing brand in Switzerland. Being a startup, the project came with an extra set of responsibilities of sourcing, decision making and leading production, as the main stakeholders were at a distance of 7000 km from Jaipur.
