Switch90

About Switch90

We merge modern design with traditional Indian craft forms to make high-end contemporary furniture and lighting. Essentially design intervention. Why are we doing this? Indian craft forms have amazing stories, materials, and craftsmanship that have the potential to feature in the high-end space. Unfortunately, most crafts have chosen the mass-market route and are fading away due to focus on volumes and non-evolution of their designs. There is a huge void in the high-end market for Indian high design and handicraft/ handcrafted pieces. We love the design and it makes us inherently happy. How do we do this? We collaborate with design studios overseas that have been chosen to match the craft forms we are working with. We give them a materials mandate with possibilities/limitations of the craft and provide us with the designs. We manufacture them with the help of the craftsmen.