By Vidhi Choudhary
Mint, New Delhi
WWR Article Summary (tl;dr) Great Q&A with Simran Lal, CEO of “Good Earth”. The design and lifestyle brand offers home decor, apparel and wellness products which celebrate Indian culture.
Design and lifestyle brand Good Earth, also one of India’s top décor labels, has completed 21 years in India. Simran Lal, daughter of Anita Lal who founded the brand in 1996, is the chief executive officer at Good Earth and clearly loves what she does.
Both the mother and daughter are hands on and deeply involved with the product design at Good Earth.
In the last 15 years, the company’s turnover has gone from Rs5 crore in 2001 to over Rs150 crore in 2016, with its clothing brand Sustain being the big money spinner in terms of volumes.
Lal, who was a speaker at the LyFe Symposium, a two-day luxury conference in New Delhi, spoke to Mint about changing consumption trends in India, her one-year old clothing sub-brand Nicobar and being a second generation woman entrepreneur.
Dressed in her own label, not surprisingly, Lal admitted that she isn’t a big shopper. Luxury for Lal is spending time with her children and talking walks in Delhi’s Humayun’s Tomb. Her company now has 700 employees and at Good Earth, she says, it’s always brand first and revenue later.
Question: So far in your journey, what are some of the surprising consumption trends that have emerged from India. What is India really buying from Good Earth?
A: When we launched (21 years ago), we were possibly ahead of time, pioneering in our space, like there was craft but not in the way that we wanted to put it out there. We wanted to celebrate color, celebrate Indian motifs and heritage.
Today, we don’t have to educate the consumer that much, we take that for granted actually. So, that’s the difference, the Indian consumer, in all, is very confident with being Indian. And that’s the big difference, it was really very different 21 years ago.