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In the flourishing design landscape of India, homegrown brand India Circus by Krsnaa Mehta has established itself as a prime example of how tradition can be reinterpreted for modern sensibilities. Krsnaa Mehta, an industry veteran with a distinctive flair for art and textiles, has steered the brand to carve a unique niche by merging Indian heritage with global appeal. His label redefines visual narratives in the home textiles, furnishings and decor segment while demonstrating the commercial viability of cultural storytelling through the lens of design.
Krsnaa attributes his relationship with materials and motifs to his textile-driven upbringing at his family’s enterprise, Zeba, where, from a very early age, Krsnaa was immersed in India’s rich visual culture, that has profoundly impacted his design language through its vibrancy, symbolism and historical richness – elements that remain central to the India Circus aesthetic.
Founded in 2013, India Circus was acquired by Godrej & Boyce Mfg. Co. Ltd., in 2018. Since then, Krsnaa has served as Executive Director and Design Visionary, steering the brand through a period of strategic evolution.
What sets the brand apart is its bold and eclectic design language – one that seamlessly merges regal Rajasthani motifs with lush iterations of the banana plantations of the Cauvery Delta region.
“At India Circus, we aspire to make a meaningful impact on India’s fashion and retail landscape by celebrating Indian craftsmanship, democratising style and redefining home décor,” Krsnaa Mehta, Senior Vice President and Executive Director, India Circus by Krsnaa Mehta, a Godrej Enterprises brand, told Apparel Resources in an exclusive interview.
Product Assortment and Pricing
India Circus offers an expansive product portfolio spanning multiple lifestyle categories, including home furnishings (cushion covers, rugs, beddings, throws, fabrics, table runners, coasters, etc.), fashion garments (co-ord sets, kaftans, kurtis, shirts for both men and women, tops and scarves), fashion accessories (bags, wallets and pouches, travel kits), home accessories, dinnerware and some furniture pieces as well. The brand’s pricing strategy is thoughtfully tiered within each category, with individual pieces starting at approximately Rs.400, retailing up to Rs.16,000. The brand operates and focuses largely on the Indian market, catering to a broad demographic across both urban metros and emerging markets. Its target clientele includes people within the age group of 25 to 60 years – consumers who value distinctive, design-led products that celebrate India’s rich cultural heritage with a contemporary tweak.
Collection and Market Positioning
The collections are attuned to ongoing market analysis, trend mapping and competitive benchmarking, rather than relying solely on conventional seasonal drops.
The brand maintains flexibility in its collection structures ranging from compact edits with as few as six SKUs in a single product category to more expansive offerings such as dinnerware, where a unifying design language is expressed through varied forms and functions.
India Circus has established a strong market footprint across both India’s metropolitan and emerging urban centres by aligning its brand ethos with the evolving sensibilities of India’s design-conscious consumer base.
Metros and Tier-1 cities – Cities like Mumbai, Delhi, Bengaluru and Hyderabad are the core markets for the brand. These urban centres offer a concentration of consumers with high design awareness, disposable incomes and an appetite for contemporary Indian aesthetics.
Tier-2 and Tier-3 cities – The brand is gaining substantial traction in smaller cities such as Lucknow and Ahmedabad, with strategic plans to expand further into additional Tier-2 markets. Consumers in these regions are increasingly becoming more design-aware and aspirational, seeking products that reflect both individuality and cultural identity.
| The brand maintains flexibility in its collection structures ranging from compact edits with as few as six SKUs in a single product category to more expansive offerings such as dinnerware, where a unifying design language is expressed through varied forms and functions. |
Points of Selling
With digital retail growing fast, India Circus focuses on creating a seamless shopping experience for its customers across all platforms. Instead of just being present everywhere, the brand ensures that its online and offline spaces feel like one.
“Our main endeavour is to provide our customers with a consistent brand experience across all touchpoints, be it our website, social media channels or bricks-and-mortar stores, in order to build trust and loyalty. To ensure this, our customer service team is equipped to handle queries and issues across all channels, ensuring that customers receive quick and consistent support regardless of the touchpoint,” Krsnaa stated.
Strategies To Capture Online Demand
When it comes to capturing online demand, the brand follows a hands-on approach to build its digital presence, use online platforms not just for visibility but for fostering a real connection with its audience. Its social media channels – especially Instagram, Facebook and Pinterest – are where the brand brings its products to life, offering a glimpse into the design process with behind the scene footage and creating space for real-time conversations with its community. Alongside this, a focused mix of Google and social media ads helps drive traffic straight to the brand’s website. To accelerate its reach, the brand also makes use of geo-targeting that enables it to tailor messaging to different regions, making campaigns more relevant and impactful. All decisions related to product design and marketing strategies are backed by consumer data, helping the brand stay in tune with what customers actually want.
Manufacturing and Sourcing
By exclusively partnering with commissioned manufacturers primarily based in North India, India Circus reflects its strategic choice that offers access to skilled craftsmanship, efficient turnaround times and consistent quality control.
While manufacturing is outsourced, all aspects of product development are managed internally by the brand’s in-house team to maintain creative and operational oversight. The company’s multidisciplinary workforce, comprising over 100 professionals across design, marketing, retail and operations, anchors its growth and execution strategies.
Sourcing exclusively from domestic manufacturing hubs allows the brand to reap the authenticity of India’s rich artisanal heritage while streamlining logistics and accelerating lead times. For key categories such as home furnishings and décor, textiles and accessories and dinnerware, the brand gives detailed style guides and development briefs in-house, ensuring every product aligns with its core design ideology. Manufacturers are then selected to execute these concepts, rather than contribute towards independent product development – and effort that preserves consistency across collections.
Vendors for India Circus’ in-house labels are selected through a meticulous process involving in-depth research, capability evaluation and potential assessment. The brand also works with a prestigious buying house that supplies both across India and internationally. The average order size per product typically ranges between 300 to 500 units with lead times from design initiation to warehouse shipment ranging between 45 to 60 days.
| India Circus primarily sources from North India, where its major manufacturing partners are based. The brand begins with its own mood boards, concepts and designs, which are then shared with manufacturers for sampling and further development. |
Retail and Warehousing
The brand maintains a strong online presence via leading platforms such as Amazon, Myntra, Nykaa and Varee, alongside its own e-commerce site, indiacircus.com. For offline retail, the brand is pursuing mindful expansion, with planned store launches across metro cities and select Tier-2 locations. It stocks its products at a warehouse located near Mumbai.
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