(November 27, 2023) When Deepikka Jindal began Arttd’inox as a passion project, she hadn’t anticipated its transformation into a pan-India eco-conscious lifestyle business. The project grew quickly into a distinguished brand under the JSL Lifestyle umbrella and Jindal now operates 10 stores across the country. The high-end lifestyle brand works with hand-beaten stainless steel and precious metals, employing and empowering heritage artisans from across the country and incorporating ancient methods like hammering, Dhokra, Tarkashi and metal raising, to create a blend of traditional and contemporary designs. The Creative Head and Managing Director of Jindal Lifestyle Ltd, Deepikka Jindal talks to Global Indian about her journey.
Hailing from a quintessential Kolkata-Marwari family, her early years were deeply rooted in the rich cultural traditions of her community. She attended Loreto Convent, a renowned school in the city with a strong emphasis on academic excellence and admits she was a shy and timid girl, navigating life quietly. “One of the most important things I learned growing up was my family’s deep respect and a strong desire to carry forward the ‘Sanskaras’ we were taught. They instilled the belief that ‘We are only as good as what we have learnt from those before us and what we do for those who come after us.’ This principle has been a guiding force throughout my journey,” she says.
Image courtesy: Deepikka Jindal
Finding her path
Immersed in this traditional upbringing, being an entrepreneur wasn’t part of the plan at first for Deepikka Jindal. Her primary focus was on nurturing her family, and when the time came, she wholeheartedly embraced her role as a homemaker. At the age of 19, Deepikka married into the illustrious Jindal Steel family. It transformed her life profoundly, and introduced her to a new, diverse set of roles and experiences.
“While fulfilling my duties as a wife and mother, I also had the privilege of travelling extensively with my husband, and gaining exposure to a wonderful tapestry of cultures and environments,” Jindal says. “It enriched my global perspective and broadened my horizons.” These were pivotal life experiences, marking a period of growth and learning.
All the while, she continued to nourish her deep passion for art and culture, first through her upbringing in the culturally vibrant city of Kolkata, and later through her extensive travels. She would channel this by creating beautiful and inviting spaces for special occasions and family gatherings.
Metal Allure
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Deepikka Jindal may not have imagined then where this passion would lead her. As she approached her 40s, she founded Arttd’inox as a passion project. Her idea took off. Today, with 10 stores across the country, Arttd’inox is a distinguished company in its own right under the JSL Lifestyle umbrella. Her mission is to transcend the ordinary, which she does by taking everyday objects and transforming them into elegant works of art. “This journey allowed me to seamlessly merge my lifelong fondness for design with a newfound entrepreneurial spirit, creating a harmonious fusion of passion and business,” she says.
Jindal’s mission does not end with aesthetics. She is committed to the revitalisation of India’s craft traditions by partnering with artisans from diverse regions. Arttd’inox partners with heritage artisans across India, weaving traditions like chasing, metal raising, hammering, Dhokra, Tarkashi, and stone inlay into their stainless-steel creations. “We are empowering artisans to delve deeper into their crafts, encouraging them to explore different materials and techniques while showcasing their work in the global market,” Jindal explains. The artisans are also brought up to date with new designs, motifs, materials and colour combinations, so that their work can meet contemporary demands as well. “This also sparks new product ideas for diverse markets,” she remarks. “By enabling artisans to access new markets and create innovative products, we have contributed to increasing their income, thereby improving their living standards, and supporting their families,” says Jindal.
An eventful journey
With over ten state-of-the-art Arttd’inox stores across India, Jindal admits that her entrepreneurial journey has allowed her to blend her profound commitment to crafting beautiful spaces with her newfound entrepreneurial spirit. This she says is a harmonious fusion of passion and business, and it has been extremely fulfilling. “Through this journey, I have come to realise that we are not merely products of our past but also architects of our future.”
The journey has helped her gain valuable insights into overcoming challenges to achieve a higher purpose. A deeply spiritual person, she has learned to maintain her connection to her spiritual, physical and mental well-being, as she makes strides in the business world. “As I look back on the path that brought me to where I stand today, I am brimming with gratitude for the unique mix of opportunities, challenges, and personal growth that have moulded both my life and me,” says Jindal.
Balakncing act
A firm believer that neglecting self-care is unsustainable, both in business and personal life, Jindal is clear that taking time for oneself, engaging in activities that bring happiness and inner peace, is imperative. “For me, spirituality is the cornerstone of this self-care journey. Through my spiritual endeavours, I have experienced a profound impact on my personal and professional growth. It has brought a sense of calmness, enhanced my ability to prioritize, and provided clarity for making decisions,” says Jindal who is a staunch follower of Raj Yoga meditation, deeply rooted in the Brahma Kumaris tradition. By prioritising what truly matters and shifting her mindset, she has consistently found a harmonious balance between work and life. This approach has always been her way of dealing with challenges.”
Life lessons
Throughout her entrepreneurial journey, she has picked up some valuable life lessons that have truly shaped her perspective towards work and life. “I have learned that tough times are not roadblocks; they are stepping stones to personal growth,” says Jindal. Maya Angelou’s words, ‘You may encounter many defeats, but you must not be defeated’, have been her “guiding star.” Learning to face challenges directly and keep a constant check on herself is an essential part of her journey. “It helps me adjust, reconfigure and make progress towards my goals, step by step.”
Deepikka Jindal has transformed herself from a timid young woman, to a go-getter, showing resilience when times are tough, and being patient always. “Challenges are not setbacks; they are opportunities to build character and become stronger. I have also come to understand the immense value of working together as a team. Building and nurturing a strong, united team is key. Success is often a group effort, and a cohesive team can achieve much more than an individual.”
Advice for budding entrepreneurs
Build a lasting brand rather than chasing trends, Jindal believes. Resilience and persistence are often the keys to success. “Exercise caution against impulsive decision-making and opt for well-considered choices informed by research and insight,” she says. “Moreover, understand the profound power of teamwork in achieving your entrepreneurial goals. Also, never underestimate the sigknificance of your physical and mental well-being; it not only guides optimal business decisions but also contributes to your long-term health and success. Lastly, incorporate practices like yoga and meditation into your routine, cultivating the calm and focus essential for navigating the entrepreneurial journey,” says Jindal.
Tiara Centerpiece by Arttd’Inox
In the pipeline
Jindal’s plans involve a concentrated effort to solidify the brand’s presence within the national market, focusing on Arttd’inox’s reputation as a high-end lifestyle brand celebrated for intricate handcrafted designs, eco-consciousness, and opulent offerings. “We are also enhancing our online presence and collaborating with global artisans and designers for limited edition merchandise. Ultimately, our vision is to make stainless steel a consumer lifestyle brand rather than just an industrial material, enriching everyday life with its exceptional artistry and quality,” she concludes.
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