Aranyani is a conglomeration of people, culture and art: Haresh Mirpuri

In an interview with EE, Mirpuri spoke about the growing luxury market in India and how Aranyani plans to leverage it.


Haresh Mirpuri, CEO, Aranyani launched the brand to ensure that his passion of storytelling is translated through the work that he does. The products that are created at Aranyani are handcrafted with utmost intricacy, and are treated like art pieces in themselves and Mirpuri is making all efforts to redefine luxury in India through his brand. Aranyani currently operates out of India and the US and plans to leverage the market potential that India offers.

In an interview with EE, Mirpuri spoke about the growing luxury market in India and how Aranyani plans to leverage it.

Edited Excerpts

What exactly is the brand story of Aranyani? 

Aranyani represents the artistic pride of our country, driving the message of sustainability through our way of working and offerings to our customers. We wish to inspire a sense of pride in our artists by bringing them to the forefront and also by training our people to match the best in the Industry. Aranyani is a beautiful conglomeration of people, culture and art being forged together in a format that is unparalleled anywhere in the world. 

How does Aranyani distinguish itself in the increasingly competitive luxury market of India?

At Aranyani, we craft artisanal bags that are timeless pieces of art. Our style is very distinct in the way we collaborate with diverse artists to bring about a unique identity to the brand. Our vision is to connect humankind to nature through our stories and art work. In our new story “Finding Your Roots”, we depict the beauty of the region, the people and the customers of the land of the Kodavas, Coorg. 

What are the challenges faced by Aranyani in India compared to International markets?

Identifying a good affordable retail luxury space is the real challenge. There are too few places and the demand for such space makes the price unaffordable. Secondly, there are no real retailers like Saks Fifth Avenue, Bloomingdales, Barneys, etc in the luxury segment in India which has a national presence and can carry a brand such as ours to the main cities. Hence, the initial capital to open our own store is too large. 

How are you planning to increase your presence across India?

We seek to be present through our own stores in three to four cities across India and service our customers across the country through third party associations, pop ups and online availability. I believe that the average growth rate for the luxury market in India can still be in the range of 15% to 18% per annum. 

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