When the rest of us were looking toward the West for home decor ideas, Krsna Mehta decided to create his own brand of ethnic chic that defied traditional aesthetics but took inspiration from India’s deep history and culture. India Circus was born over five years ago and has changed the way we think about design. With this brand, Mehta has taught consumers that contemporary, fun decor can be affordable and stylish, and does not have to take itself too seriously. A pioneer in the online home decor space, Mehta has now extended his website to a 1,300-sq. ft. space in Mumbai’s historic Kala Ghoda district. The shop envelopes you with bright colours, fanciful designs and staunchly Indian aesthetics, while transporting you to a world of playful design. We caught up with the designer for a sit-down to learn more about his new space in Kala Ghoda.



The India Circus Store at Kala Ghoda





What was the design aesthetic you used when developing this store?

I wanted to give my customers an all-encompassing experience of the India Circus brand, so I kept that foremost in my mind while designing the store. We wanted to extend the online experience into real life. Products on a website don’t convey fully what a brand is about, so this store was my first opportunity to create a physical experience for the brand.

A Variety Of Throw Pillows



Where you involved in the planning of the space?

I was very involved. It took us two months and lots of hard work to finalise every detail. Kalindi Jasani & Associates did most of the structural work while Srila Chatterjee of the recently opened Baro helped with all the display units. My favourite is the pyramid unit that is in the front right of the store.

Pyramid Display Unit

What architectural elements were changed to make this final space?

We retained most of the original structure including the exposed brick, but, of course, added our signature colours of blue and pink to reflect the brand’s personality. We left the flooring as is, since the industrial look juxtaposed well with the colourful products.

Dining Accessories in India Circus' signature colours

Notable elements in the store from a design perspective?

We created an interesting art gallery in one section of the store and a pink kitchen, we also used printed wallpaper to make the toilets more interesting; however, I feel that the lighting is perhaps the most notable aspect. We hung tungsten bulbs all over the store to give it a unique and more industrial feel while LED lighting inside the display units created a whimsical sense of magic around the store.



Easy Mood Lighting



For our readers, how can one use decor to change the personality of a space?

Accessories can definitely change the personality of a space and I encourage people to be bold and experiment with accessories and accents for their homes. At India Circus, you can spend as little or as much as you want - for example, you can buy two cushion covers for INR 1,500 and throw them on your sofa to elevate your living room. On the other hand, you could spend up to INR 6,000 and completely transform a space with rugs, lighting, trays, crockery, glassware and vases. This all depends on your own personality and decor style, and how much you’d like to show that off in your decor.



Bold Accessories



How can one use decor to highlight their own personality?

It is interesting to see how customers are reacting to the products on display. For example, customers who would normally want to buy matching glassware sets now are mixing and matching designs in order to put together an interesting set of drinking glasses. I think the more creative you allow yourself to be, the more surprising the result.

Colourful Glassware

Tea cups fit for any occasion



Eye-Catching Details

How do you see online becoming the new marketplace when it comes to decor and design?

I feel that my store gives my customers the opportunity to touch, feel and experience the quality of my products. Walk-ins definitely do increase the chances of higher transaction values, but I feel that it will also help a lot of repeat purchases on our website. People in India are still slightly skeptical about shopping online, especially for decor and furniture. I think this shop is going to complement the way people consume India Circus by giving them a point of reference for the products while they still have easy accessibility through the website.



Detailed store layout

How do you stay inspired?

Travel. I am currently inspired by my travels around islands in the Indian Ocean like Mauritius, the Seychelles and Sri Lanka; and am planning my next collection based on those influences.



3 things you can't leave the house without?

My house keys, phone, and my emergency medicine kit.



3 things you'll find on your desk?

My iPad, a notebook and a cup of tea.



If you weren't in this line, what would you be doing?

I’d be a monk - I love the vision of solitude in the hills.



Decor trends you hate?

The word “trend.”



Upcoming trends that you like?

Watch out for Exotic Chic. I don’t like the word Ethnic Chic, but I do feel that this word describes the aesthetic of India Circus well!

To discover many more designs and shop India Circus products, download the Discern Living app (available now on Google Play store or iOS App Store)!