The Pure Concept Home opens first flagship store in Mumbai

By

Isabelle Crossley

Published
Dec 22, 2020

Textiles business The Pure Concept has launched its first flagship store for The Pure Concept Home in Mumbai, to retail its selection of fabrics and homeware.

 
The business’ founder, Chanya Kaur, mixed her family textile business with her interest in interior design to launch a new store in Mumbai’s heritage Kala Ghoda district in partnership with her husband Dalbir Singh. The store measures 3,600 square feet and is located in Ador House, a building over 100 years old.
 
The store has a neutral colour palette and large amounts of natural light to bring the focus to the brand’s modern take on Indian heritage design. A textured concrete floor adds a modern touch which contrasts with the building’s Indo-Saracenic architecture.  

As well as textiles, the store retails rugs, furniture, decorative items, and wallpaper. The business also retails the same product selection from its dedicated e-commerce store.
 
Kaur and Singh launched The Pure Concept in 2012 and work with parent manufacturing company G.M. Syntex, which is a major Indian textile exporter. The business specialises in jacquards, dobbies, embroideries, dip-dye, transfer and digital prints.