The name of this small venture called Aranya Earthcraft gives away its main aim and focus. ‘Aranya’ means a green forest and therefore a source of life and eternal energy and ‘Earthcraft’ connotes crafted with respect for the Earth. Yes, this is all about an industry involved in the creation of products that will do no harm to the environment, both during the process or use of raw material.
Aranya Earthcraft creates a varied range of papier mache products which also includes jewellery. The designs are inspired by nature and are created with a clear intention of not harming it in any way. Aranya Eartcraft believes in exploring innovative and creative methods using a traditional methodology called papier mache. The result is papier mache products that are more refined, strong and water resistant than ever before.
“We are self educated artists and have been involved in creating eco-friendly and biodegradable products for the last 12 years,” share Preeti Gupta and Dr Vivek Prasad who are jointly at the helm of affairs.
Both the partners were actually involved in different academic fields, but they got together and established a business together out of the common passion for creating eco-friendly products. The product range includes clocks, wall-art, table lamps, coasters, jewellery, and even bespoke home accessories and corporate gifts.
Aranya Earthcraft first started showing its products in exhibitions held in different cities around the country. It was even commissioned to work on school interiors where it actually created huge wall murals in varied mediums such as terracotta, cement, fibre, papier mache and mix media.
“In tune with global requirements, our motto is to promote green products, which are of course eco-friendly & biodegradable but also support the folk and tribal art of India and other neighbouring countries. The materials we use are clay and paper pulp along with natural and edible resin. After extensive research and development we have created a range that is not only beautiful and one-of-a-kind in looks but is also something that is hardy in spite of it being handmade,” shares Preeti Gupta.
The very uniqueness of its products in terms of design and feel is something that attracts people towards them. The collective charm of eye-catching design and the need to give back to the planet is what keeps the customers coming back for more.
The craftsmen who are locals of the city of Delhi are personally trained by the owners of the company who are not averse to working on the products themselves.
When asked as to how they decide what they want to create next, Preeti explains, “We study our markets and judge what is required next and then give the particular item our own design. And sometimes we just keep experimenting and see what we come up with!”
At the heart of Aranya Earthcraft’s workshop is a huge waste bin, full of scrapped material. The team sits down to the arduous task of up-cycling the varied items that have been discarded by others. The set of dedicated artists and designers working for Aranya Earthcraft, loves spending hours brainstorming over new and innovative designs.
“In the end, the idea is to not only create exclusive and attractive eco-friendly products, but to also bring about a change in society by inspiring people to respect the environment by tweaking their habits and life styles,” feels Preeti.
The myth that a house can only look good if it is full of expensive products that have been created by probably harming the environment is what Aranya Earthcraft wants to shatter, because it feels that eco-friendly and biodegradable products can easily cater to a beautiful and lively aesthetic, whether used in the house or worn.
Text Compiled By Mala Bajaj
Web: www.facebook.com/Aranya-Earthcraft- 108083269251069/