India, Feb. 4 -- Pittari launched in 2024 with gold-accent rugs priced at Rs.2,599. The first collection sold out in 21 days-not because minimalism is unviable in India, but because the brand identified what it represents here.

Western minimalism promised calm through emptiness. Indian homes tried it and felt something lacking.

The Translation Problem

Scandinavian minimalism works in Scandinavia. Long winters make light-maximising white spaces functional. Cultural norms around entertaining differ. Homes operate differently.

Indian contexts are different. Abundant light. Compact apartments. Family dropping by unannounced. Homes that transform for festivals-Diwali needs diyas, rangoli, textiles that signal celebration.

Western minimali...