ABOUT US

At Nicobar we’re creating a modern Indian way of living, dressing, and looking at the world. This is at the heart of everything we do.

We’re a company that believes in culture as much as commerce, and that journeys are usually as worthy as destinations. These are the stories we’re telling through our product and through a community.

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Co-founders at Crafttrade

It was not an easy decision to create yet another lifestyle brand. We asked ourselves, ‘Do we really need more products?’, but ultimately Nicobar is a vehicle to communicate a philosophy of living. We felt the fast fashion pendulum was swinging too far and yearned for products that are designed to last, not trend-driven, and inspired by natural design and materials. We wanted to design the products we’d use ourselves but just could not find here in India, ones that reflected our history and yet were global in their appeal.

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HOW
CRAFTTRADE
WAS
BORN

It was not an easy decision to create yet another lifestyle brand. We asked ourselves, ‘Do we really need more products?’, but ultimately Nicobar is a vehicle to communicate a philosophy of living. We felt the fast fashion pendulum was swinging too far and yearned for products that are designed to last, not trend-driven, and inspired by natural design and materials. We wanted to design the products we’d use ourselves but just could not find here in India, ones that reflected our history and yet were global in their appeal.

FINDING OUR TEAM

One of the things I will always be proud of is the team we built, continue to build and the culture we aspire to live. We knew we wanted to build a team that believed the best comes when the East and West come together…quietly confident in India’s roots, humble yet looking outward, combining history and geography. It’s this passion for design meets digital and East meets West that led me over 250 initial interviews to find the first nine people to join the journey. We found our team over cocktails at Diva or chaat at Nathu’s, via serendipitous marriages that brought folk from Bombay to Delhi and others from Chelsea, New York back to India! I was told a coach (even in the premier league!) spends 30-40% of their time looking for great talent; this is what led me to meet so many people and that continues to this day where…

a significant portion of our time is spent finding great partners to join our journey.

We are a tight ecosystem of people crazy about the design and digital worlds. Our core team works out of our lush garden studio in Delhi (we call it the Treehouse), where designers sketch and drape, the digital teams write and code, and the gardeners plant broccoli and tomatoes, but our people are spread across the country, in our stores, our warehouses, and our café.

OUR
PHILOSOPHY

Inspired by journeys across the Indian Ocean, our philosophy is simple: we make products that are designed to last, not trend-driven, inspired by natural design and materials, and influenced by the culture we grew up in.
Fabrics matter, as do fit and form. Whether in clothing or homeware, these things matter: simplicity, versatility, the ability to layer and to build, and no big logos.
Detailing matters; Little bits of whimsy to make our guests smile and to elevate the everyday. Look under collars and cuffs, at the thread in buttons… it’s the little things that make the ordinary extraordinary.

WE LOVE
WHAT WE
DO,
AND APPARENTLY,
SOME OF
YOU DO TOO

If we were playing a game of Scrabble, we would pick the letters T.R.O.P.I.C.A.L, L.I.G.H.T. and A.I.R.Y. to describe Nicobar’s second outlet in Mumbai. However, Simran Lal and Raul Rai, the founder duo behind the contemporary home décor, fashion and travel accessories brand, have already beaten us to it.
If we were playing a game of Scrabble, we would pick the letters T.R.O.P.I.C.A.L, L.I.G.H.T. and A.I.R.Y. to describe Nicobar’s second outlet in Mumbai. However, Simran Lal and Raul Rai, the founder duo behind the contemporary home décor, fashion and travel accessories brand, have already beaten us to it.

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