India Circus seeks to curate the essence of life in India, and transcribe this loud and colourful experience into contemporary and sophisticated style. From luminescent lamps to totes a la mode, they have a lot to offer for various corners of your life!

The Makers of India Circus

Krsna Mehta

The design director is known around the world for his aesthetic taste in textiles and art. The vibrant colours of India found in every nook and corner of the country, inspired him to come up with India Circus. Krsna has been associated with several lifestyle brands like The Elephant Company, The Bombay Store, Good Earth, Zeba, Godrej and Metro in the past.

Devki Khimji

The power woman, who guides the brand through the market with her reputed management skills. She is responsible for the daily operations, strategy and growth of the company.

Hadi Curtay

The technology director, who offers backbone to India Circus with his trail blazing skills and software experiences.

The three met at a party and clouded the idea of starting up India Circus which was finally launched in November 2012.

We connected with Hadi Curtay to explore some more details about this startup.

The website is a private brand which basically targets women but it has huge male followers too. All their products are in house designed Indian goods which includes personal and lifestyle products.

India Circus ships across 200 countries and have tied up with some international retailers as well. They are currently affiliated with Fab (USA), TheHome (Australia), WestWiniog (EU), Kwerkee (Singapore) and HomeSav (Canada).

According to Hadi, India Circus provides the type of designs which are not traded or found anywhere else and that make them specifically unique.

They are currently working to increase the growth pace to 100% month-on-month, and eventually establish India Circus as an international hallmark life-style brand. Although currently available primarily online, and in stores through partners, they anticipate the launch of their own stores. The team is also planning to establish more tie-ups and partnerships with retailers both in India, and overseas. For international orders and sales, they have noticed that the majority of their clients are from the Indian diaspora (non-resident-Indians) and non-Indians who have either visited and or lived in India, or are closely connected to peers in the subcontinent.

Hadi outlined some imperative aspects that helped them to meliorate their operations in their initial phase, “Initially, we underestimated the demand that we did receive for our products. Due to an overwhelming response we were sold-out prior to our established deadlines. Since, however, we have learned from this experience, and consequently sharpened our forecasting abilities. Indeed, logistics were our primary concern during India Circus’ initial stages. If we happen to have any products from an earlier season, we accordingly feature them in our sale section in order to smoothly usher in the products for the upcoming season.”

Recently it started up with a ‘To the Trade’ programme, for trade professionals like interior designers, etc and works as a portal for them by providing designs and products on special discounts.

When asked what one piece of advice he would like to give to budding entrepreneurs, this is what Hadi had to say- “If one plans to stay committed to a job along with a start-up simultaneously, things will never work out. One needs to have confidence to take the plunge and be a successful entrepreneur. Keeping a safety cushion for oneself doesn’t work out well!”

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