Brand Review: India Kitsch

India Kitsch is the brainwave of Shreya who decided the city of joy, Kolkata needed a new design avenue where colors of India could splash around through spectacular designer creations. And so came about the store, where she began stocking designers from all over India. The double delight came with the launch of India Kitsch Pret, their in-house label which began by being stocked in their flagship store and gradually increased its presence to other parts by being stocked at other multi-designer stores. 

The store idea was conceived keeping in mind the emerging trend of shoppers appreciating authentic Indian design and ditching multi-branded stores for unique & limited editions. So, they collected pieces from all over the country focusing on the kitsch element. In all, about 20 designers are stocked at the flagship store currently.

PRODUCTS : Clothing, Accessories and Knick-knacks

The products focus on three keywords – carefree, unconventional and romantic, and are bright and happy. Keeping that look in mind, the store is kept fuss-free and easy to navigate, with solid blocks of color thrown in through walls and shelves. While that is great for letting the products be the star, I wish they would throw in some more kitschy-ness for effect.

The brand offers customization for maternity-wear & plus-size dressing along with consultations that offer women a chance to understand their body-type and dress accordingly. Gradually, they hope to reach out to stores in all parts of India so women can enjoy the Kitsch experience. The latest summer collection is bang on-trend with color-blocking, bold colors interspersed with candy hues so that they do not become too dreary for the hot days.

India Kitsch is actually one of those rare cases where they get the best of both worlds – a brand to sell all over India, and a store to sell products from all over India. And in a way, a self-sustenance model, isn’t it ? The Pret line will always have a store to stock at, and the Store will always have a brand to stock

Brand Review: Item Number

The riotous colors of Bollywood are inherently kitsch, but mixing the two requires serious skills. The mad colors  dazzling sequins, and general over-the-topness of Indian movies mean that if you get it wrong, the results will be so heinously tacky that you'll want to chuck it on the bonfire faster than you can scream "my eyes! my eyes!". 

Item Number is a label that definitely gets it right, and though I only own a little clutch bag so far, I covet their entire range of accessories including clutch and tote bags, cushion covers, mugs, and notebooks. They've just brought out this new cotton and faux leather cummerband that would look pretty kickass on a white shirt.

Oscar-winning dialogue right here. On the left, the angry dude's saying "Bitch! Bastard! 

I'm going to drink your blood!!! She replies, "Listen, today don't drink blood, drink tea!" 

Make sense? It doesn't have to! It's Bollywood!

This smouldering lady is Rekha, legendary Bollywood goddess

Bollywood Kitsch: The Big Fat Indian Wedding Theme

The wedding of Ishipal and Harshvandhan Bhatia, both scions of leading Indore-based business families was a star-studded affair. The Sangeet was held at Jalsa, the sprawling banquet cum outdoor space in Indore, where the decor was created by DreamzKraft, the ace Mumbai-based wedding decor specialists. The highlight of the evening was the Bollywood kitsch decor, the performance by singing sensation Mika, and the presence of Bollywood stars like Poonam Dhillon, Padmini Kolhapure, Boney Kapoor and Bhagyashree.

Says Anway Bhoite, the Creative Head of DreamzKraft : “The Bhatias got very excited when we suggested a Bollywood Kitsch theme, inspired by the Glitz and Glamour of Bollywood in the 80′s and 90′s. And they were thrilled with the way we executed the theme.” Adds Priti Sidhwani, the Director of DreamzKraft: “It was equally interesting to witness the guests experience the theme, as many of them enthusiastically observed the decor elements, at every corner all over the venue.”

                                                                 Thematic tissue boxes for the cocktail tables

                                                             Old Ambassador car with yesteryear film posters

                                                                                Bollywood Kitsch entrance

                                                                  The Groom cycled the Bride in this tricycle

                                                                                 Thematic cushions for seating

                                                                         Stage and special seating for the Couple

Kitsch and Tell

What exactly is kitsch? As a descriptive term, kitsch originated in the art markets of Munich in the 1860s and the 1870s, describing cheap, popular, and marketable pictures and sketches. The Oxford Advanced Learner’s Dictionary explains it as “works of art or objects that are popular but that are considered to have no real artistic value and to be lacking in good taste”. Would that imply that every other designer is imitating art which is lacking in good taste?

Indian Kitsch in today’s market has become one of the most widely used concepts for a reason. It SELLS. Besides the fact that it looks colourful, and sometimes quirky, it depicts India in its many diverse forms and colours. Perspectives have changed and gradually, people have become more open to accepting and embracing India the way it is. Cows walking on the roads, corrupt politicians, Indian gods and goddesses, Hinglish graffiti behind trucks and auto’s, Sadhu’s smoking chillums, Villains’  abusing  in bollywood movies, the list goes on.

Indian kitsch was a new concept when Manish Arora launched his label in 1997.Taking inspiration from dance mudras the Indian circus and various Indian motifs; he set the trend for new age kitsch. All of a sudden, people wanted to be seen in pop coloured tops with a mudra on it or flaunt a fish fry pair of sneakers. The kitsch inspired range he designed for Swatch and MAC can be seen all across the world now.

“Our generation has become more accepting of our culture. We aren’t looking to ape the West anymore and are comfortable using Indian images. Now desi images like, say, a Donposter or a chai stall are considered cool,” says Nida Mahmood, the new-age kitsch queen.

This kitsch trend has become global now and even international designers like Betsey Johnson, Anna Sui and JC de Castelbajac are definitive for their kitschy style.

Showing what real India is to the world is a realization that has come along with kitsch inspired designs. We as Indians should be proud of our rich culture and diversity, and not be afraid to tastefully show it!