What is No-Mad 97% India?
There is infinite beauty in the simplicity of traditions and techniques used in Indian crafts of yesteryear. Imagine living in a space with modest Indian homewares designed with a touch of modernity. No-Mad 97% India brings this concept to light by creating an environment to “nest” in away from the stresses of daily life. Inspired 97% by India, No-Mad’s other 3% flows in from beyond the borders of the subcontinent.
How Did the Concept Evolve?
Anuj Kothari, an engineer by trade, had more creative plans for his life. He partnered up with seasoned Art Director and Belgian designer Valerie Barkowski. Together they determined a unique vision for a new made-in-India concept store. While Kothari had no prior experience in the design industry, his passion fueled him through the hoops of start-up life. With Barkowski’s creative experience, No-Mad launched in 2013 and quickly became a leading cutting edge lifestyle brand in India.
Barkowski was the perfect choice for Kothari to co-create with. Although it seemed odd to develop an Indian brand with a Belgian, Barkowski was known for her curiosity of other cultures. An avid traveler from a young age, she visited India for the first time at 20. Amidst her vast multicultural resumé, she was credited with developing a line of home linens for Bandit Queen, another Indian brand. Barkowski’s eye for simple, refined and traditional design was another feather in her cap. She had a knack for taking common or neglected objects and making them shine in a new light. And that was the concept she helped build No-Mad on. Indian culture had inspired the world for centuries. She wanted to upend that process to make Indian products with inspiration drawn elsewhere.
What Makes No-Mad Unique?
While the concept of East/West style has become highly popular, what stands out about No-Mad is its dedication to refinement, authenticity and timelessness. The duo define No-Mad 97% India as a “slow” lifestyle brand, or one that enables you to disengage and simplify your life.
Travel is the foundation of No-Mad’s aesthetic. Each collection starts with ancient Indian traditions, which are then modernized for present sensibilities, but design inspiration comes by looking outside of India. The very first collection was infused with Moroccan and African patterns and prints.
Each collection has a curated color scheme, the first being red and white followed by green and white, purple and white and black and white. This refined, yet energetic color palette makes it easier for consumers to mix and match future purchases with previous ones, making the collection truly timeless.
Where can we shop?
All images courtesy of No-Mad 97% India.