Page 25 - RLI July / August 2019

Covent Garden Store The business produces timeless, handcrafted products what differentiate us. For example, when a customer carries a
LONDON, UK
that are made out of age old techniques, ensuring the brand Nappa Dori bag, they know it’s of high quality and that it’s not
evokes a certain kind of charm for the old way of doing going to go out of fashion anytime soon.”
things. Rather than creating products using cutting edge
Talking about the ethos of the company, Sinha explains that
A Tribute to Indian technology, Nappa Dori is trying to revive a craft and leather the brand beliefs are artisanship, craftsmanship, promoting
Indian craft and India, as well maintaining its nostalgic value.
products that have an authentic, hand-made feel to them.
What lies ahead for the company and what is the greatest
“We are not a trend-based brand. We are trying to
challenge facing them?
evoke a nostalgic value and a certain amount of emotional
Sensibilities connection with our clientele,” explains Sinha. to grow. I began this business because I wanted a change after
“Well, I’ve never really planned how the company is going
Social media has been, and continues to be a key element for
the company, with a very strong and engaged Instagram following.
many years designing things for other people, I wanted to do
The Instagram account is still handled personally by Sinha, so every
dreamed we would have such achieved such fast growth, so the
image that appears on the page, such as people working or Sinha’s something that was my own and that I could call my own. I never
dog coming to the office, is selected by him. He believes this stance target is to continue growing,” Sinha says.
Firmly rooted in Indian origins and literally translated meaning on social media is important as it offers a personal connection and “While this is what lies ahead, it is paradoxically our greatest
‘leather and thread’, Nappa Dori blends together contemporary a human element to the brand that customers can see. challenge as well. We want to “We are trying to evoke
expand in the UK and for it to
So why does Gautam believe that customers remain loyal
interpretations in design, material and craftsmanship. Here, and what differentiates them from peers in the market? be our base outside of India. a nostalgic value and a
“I would say loyalty comes with quality. If you provide a
We are a small company, and
RLI sits down with Founder Gautam Sinha to discuss the product that is of a certain benchmark, a person will keep finding the right way to grow certain amount of emotional
coming back. We’ve added into that a personal touch which in a saturated market like the
history of the brand and to see what’s in store moving forward. we felt people understand and respect. Our products are UK is the challenge facing us.” connection with our clientele”

naugurated in 2010 in a quaint village situated at the The last 12 months has seen the company take great
heart of Delhi, the Nappa Dori story is a global one strides in terms of its expansion and development, with the
that invites everyone to the nostalgia, mysticism and opening of its first store outside of India, a flagship in Covent
Iromance of the historic landmarks, vibrant culture and Garden, London. The brand is promoting Indian artisanship
landscapes of India. but at the same time creating experiential retail spaces.
Offering a unique mix of design and craftsmanship, every “Last year we opened our largest base in India, which we
handcrafted piece of the company’s accessories or luggage call the experiential centre. It’s a 7,500sq ft space where we
range is an expression of fine individuality. have our store, our signature café, which is called Café Dori.
Today, Nappa Dori’s success story is applauded by many as It also includes a library with design books and was created
it has disrupted conventional design mandates and created to engage more with the customer and help us expand into
its own unique creative ideology through its simplicity in being a lifestyle brand, rather than just being a pure leather
thought and action. company,” says Sinha.
“Before the inception of the business I used to design for The brand currently operates seven stores in India,
Scandinavian countries, predominantly doing leather belts and one in London and one in the Maldives. In the next three
small goods. With Nappa Dori, I wanted to do something in months they are scheduled to open two new stores in India,
India which portrays the country and its artisanship but also in Bombay and Delhi. Further down the line the company
at the same time has a very international palate,” explains would like to open a second outlet in the UK and grow its
Gautam Sinha, Founder of Nappa Dori. online presence and increase its offering.

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