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Renowned, online, global marketplace Etsy announced the finalists of its first-ever design awards in August this year. Ten Indian made the finals from worldwide entries.

Mumbai-based Ar. Nitin Barchha, Principal, Material Immaterial studio, is a finalist with his product line of cement and concrete jewellery called Material Immaterial. Barchha said, “Jewellery is a fluid way of expression but fluidity means different things to different people. Concrete is one of the most flexible materials because it can take any shape. The idea is to explore another facet of concrete as a material”.

Indian fashion designer Anavila Misra is on the international jury. Several parameters come in to play when choosing winners. Misra said, “We are looking for parameters like the creativity and innovation in the product, the utility and functionality, the quality and branding of the product. We’re also looking at the personal story behind every item and whether it has that special ‘wow factor’.”

With India being the birthing cradle for handmade artisan craft, Misra is excited to be part of an initiative that can shine a spotlight on the country. She said, “There is a global appetite for these hand-crafted products. But the concept of going online to attract global buyers still needs a precise direction and a steady push. So many crafts of India are waiting to be discovered, recognized and given a global platform.”

Misra added, “Indian design is so much more than just kitsch. While kitschy products and references to pop culture are so evidently India, we also have such fine examples of minimalistic design like khadi, sooti and hand-block printing. The Indian design aesthetic has evolved and matured.”