Exceptionally innovative and forward-thinking, Deepika Jindal is the Creative Head and Managing Director of Jindal Lifestyle Ltd. A pioneering personality, Jindal has successfully redefined the position of stainless steel for 21st-century modern India.
Having sparked a design revolution in the country, she formally began her design career with the introduction of Arttd’inox, a Jindal Lifestyle Ltd brand that embodies ‘art in stainless steel’. She places India’s heritage artisans at the forefront of a global panorama, presenting their handcrafted magic to the world. Her unique approach of transforming stainless steel as an expression of art to foster an eco-conscious contemporary lifestyle is path-breaking and path-defining.
The product range is meticulously tailored to align with Indian preferences and deeply rooted in our traditional culture. Handcrafted Indian products hold immense cultural and historical significance. Skilled traditional artisans have been instrumental in preserving our nation’s rich heritage, making these art forms prevalent in rural communities. Our collaboration with artisans from different regions aims to safeguard distinctive metal-raising traditions.
By amalgamating traditional artisanal craftsmanship with industrial methods, they manufacture mass-market items while also generating employment opportunities for skilled artisans. We actively source talent from remote areas, championing Indian craftsmanship and seamlessly merging various craft forms, such as stone inlay and Tarkashi, with stainless steel to create high-end products.
For instance, the Padma platter, entirely handmade using traditional chasing techniques, serves as a testament to our successful collaboration. Additionally, the partially handcrafted Renaissance Tea Set, Snack Plate, and Two Tier are prime examples of how we have incorporated heritage craft into contemporary designs.
What sets ‘Arttd’ínox’ apart is their unwavering commitment to integrating stainless steel seamlessly into various aspects of home life. From transforming kitchens and bars into functional yet stylish spaces to adorning vanities with the allure of stainless steel, we’ve extended our reach to homeware and home decor that exudes contemporary sophistication.
The unique selling proposition (USP) of ‘Arttd’ínox’ lies in their ability to marry the practicality of stainless steel with the aesthetics of art. They have aimed not just to provide functional products but to cultivate an entirely new mindset. Their vision has always been to elevate stainless steel to the status of a lifestyle brand, one that resonates with individuals seeking both beauty and durability in their everyday lives.
In essence, ‘Arttd’ínox’ redefines the boundaries of stainless steel, turning it into a medium for artistic expression and creative functionality. It’s about transforming everyday living into an art form, encouraging individuals to embrace the elegance of stainless steel throughout their homes.
This meditation form emphasises connecting with one’s inner self and the divine, nurturing inner peace and clarity—qualities essential for balancing personal and professional relationships.
“In addition to meditation, maintaining physical fitness is vital for overall health. These practices, when combined, facilitate effective stress management, and enable me to handle responsibilities with ease. These moments of stillness and introspection have been instrumental in my continuous self-improvement and maintaining a peaceful state of mind. In a nutshell, these lessons have shown me that adversity isn’t an insurmountable obstacle, but a chance for personal and professional growth. It’s through these challenges that we discover our true potential and gain the strength to reach our goals,” says Deepika Jindal.
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