Ipsita Johri hails from Kolkata, a city in India, often referred to as 'Paris of the East'. Kolkata is also called the Cultural Capital of India as it has a tradition of welcoming new talent. Kolkatans tend to have a creative energy and Ipsita is one of them. She has started her own furniture accessories brand 'AIZA'; a brand dedicated to royal, elegant and exclusive furniture designs with rich Indian essence.

 "Our creations are a modern interpretation of our quintessential Indian-ness" is how AIZA describes itself.

AIZA, along with Ipsita, is a team of young handpicked creative designers working towards making this awesome brand a one stop-station for trendiest and the most unique furniture. And believe me, their efforts are evident through their creations. In a short span, they  have gained lot of popularity.

Today, we have talented Ipsita with us to share her short yet so-far successful entrepreneurial journey with us. Catch her exclusive interview with us below:


Ipsita, please introduce yourself to E-junkies.

Having spent more than 10 years in the media world, I finally decided to do what was always my passion – make creative furniture.

Growing up in the old districts of Bengal, India, living in the British constructed houses, the fascination for wooden furniture, long byzantine pillars, high ceilings and fabulous architecture, along with their history, inspired me to push my creative cells that crystallized in the unique concept of AIZA.

This allows me to indulge in discovering India and its people, and in that journey, creatively interpreting cultures and developing them into designs for AIZA’s collections.

Furniture is my passion. Along with that, I enjoy reading, watching movies only in cinema halls as that still thrills me, travelling and collecting artefacts, and music and classical dance remain my best pursued skills.




































What was the motivation behind switching from a lucrative career in PR and marketing to that of a furniture designer and entrepreneur?

I think I was just driven by the idea of doing something that hadn’t been done before in terms of the concept. I am one of those who goes out looking for good furniture. I felt a huge gap in the market in terms of what people were looking for and what is available. There are a lot of people who want unique and exclusive pieces, at the same time giving comfort, while fitting in aesthetically in their homes. This made me think and come up with the concept of AIZA.




































How did the idea of Aiza designs take seed?

I believe that India is many countries in one country - this gives a vast open canvas to play with. It allows me to have a vast portfolio – as every collection of mine will be inspired by a culture of India; every state has its own culture, and its own style of living. E.g. People in some parts at their pace of life would prefer to have furniture designed to maximize comfort. In some other parts, they would want more functional kind of furniture, for smaller spaces. Yet some parts may believe in simplicity. No pomp, yet very artistic, rich and beautiful. If we look at the history and mythology of India, everything that we have done or made has been befitting Gods or Kings. We have always believed in handcrafting. It will not be perfect, but the beauty lies in the imperfection.

AIZA’s first collection is called Quintessential Bengal. It is a tribute to great Bengal. It is quintessentially colonial yet contemporary. Bengal is about its artistic finesse, fabric of living woven around Tagore, and famous British architecture.





















This collection represents the familiar images of Bengal, and more especially of Kolkata. The USP of my collections, as with the ethos of AIZA is that this is a unique concept and that is why none of my designs will be found anywhere else. Its premium-ness comes because of this exclusivity. Each product is hand crafted, hand painted, and not machine-created.







































What is full gamut of products offered by Aiza Designs?

Mostly we have products in the following categories – seating, tables and storage. I may look at other categories in the future collections.









































How do you promote your products?

AIZA products are available online at www.aizadesigns.in where it can be viewed and purchased. There are no retail stores anywhere. The press and word of mouth work very well for us, as also social media marketing. Participation or presence in relevant B 2 B platforms where trade takes place is another avenue. I am considering other models as well for future.








































What difficulties did you face when you started up Aiza design? How did you manage to surmount them?

The AIZA journey has just begun and I have a very long way to go. It began with an idea and a vision. I have held onto both and strongly believe in them. This has helped me take things to levels that I have visualised for AIZA. When I started out I had no capital. Yet my designers and my creative team had faith in me. They started working with me only on my word and the fact that they believed in what I was doing. And so far I have not gone back on my word.

My marketing experience of 10 years in working with the best brands in the world has stood me in good stead. I have used that in bringing quality and superior standard to everything that comes from AIZA and reflects the AIZA brand.

From design stage to production, two city launches with media coverage, to getting my website online, I managed to do it all in 4 months.  I push people as hard as I push myself. I believe everything is possible to achieve. I do not understand the word ‘no’. I think it is this attitude which keeps me driven at all times.


Now that you have the business up and running, what are the challenges that you have to face on a day to day basis? 

This is the challenge that most start-ups face in the beginning – the need for more human resources and manpower. It's tough to handle everything by oneself. However there is a cycle which every business goes through, and manpower and other resources will also eventually be in place, shortly.


Since you conceived the idea of Aiza designs, what has been the fondest memory along the journey?

I think it was when I actually started to see my idea and thought become a reality, as each piece was getting done, I could visualize the journey as well as where I want to go.  The first launch that happened in Kolkata I guess would be the most memorable experience for me. It was also the happiest moment, when I watched others appreciate my work.


What are the future plans for Aiza designs? 

I will make AIZA a brand to be reckoned with, a brand which is associated with a unique concept, exclusive designs, premium furniture, good quality solid wood, and something which represents the cultures of India.


What is the one most valuable piece of advice that you would like to give to all aspiring entrepreneurs?

If you have an idea, pursue it, and be persistent. With the right attitude, good product, and correct marketing, it will always be successful.


Ipsita, thank you for the interview. It was wonderful to learn about your story and recent venture. E-junkie wishes you great success for AIZA.


You can follow AIZA on Facebook.