In a world that is racing toward sleek modernism, Pine Cone India offers a gentle pause. Founded by Nikita Gupta, it is an eco-conscious home decor brand that beautifully bridges age-old craftsmanship with contemporary designs.
Rooted in tradition yet mindful of today’s values, Pine Cone India connects rural artisans and their time-honored skills with eco-conscious consumers who seek more than mass production. By blending natural materials, slow design, and storytelling, this brand keeps the legacy of Indian handicrafts not just alive but thriving in the modern home.
The ‘Jammu Connection’
Being brought up in the foothills of Jammu, Nikita was always inspired by the mesmerising handicraft of the ‘City of Temples’ and wanted to bring it to a global stage. This is what inspired her to start something of her own.
With a background in product design from the National Institute of Fashion Technology (NIFT) and a postgraduate degree from the Indian Institute of Management (IIM), she went on to build a 13-year-long career in the corporate world before shifting gears toward her passion.
In 2020, during the pandemic, while the world slowed down, Nikita planted the seed for her brand. What began as a passion project became Pine Cone India, an eco-decor label that bridges India’s rural craftsmanship with contemporary global design.
Unearthing India’s Hidden Crafts
Pine Cone India works with rural artisans, mostly women from the remotest corners of the country, including Assam, Manipur, Himachal Pradesh, and Jammu & Kashmir. Together, they breathe life into materials like cane, bamboo, water hyacinth, and reed, transforming them into aesthetic, functional decor, from trays to macrame wall art.
A Mindful Mission Backed by Modern Tools
Nitika’s vision for Pine Cone India goes beyond beautiful design; it’s rooted in sustainability, local sourcing, and storytelling. Each handcrafted item reflects the values of slow living and celebrates the artisans behind the work.
However, she also credits platforms like Google and YouTube for amplifying her brand’s reach and helping connect with eco-conscious audiences. Through authentic storytelling and strategic collaborations with creators, Pine Cone has built a loyal, like-minded community.
Combining the wisdom of tradition with the agility of modern tools, Nitika believes that true entrepreneurship hinges on three essentials: perseverance, adaptability, and unwavering purpose. In a fast-evolving world, she sees these qualities as the foundation for building something meaningful and lasting, especially when trying to bridge heritage with innovation.
Impact that Goes Beyond Aesthetics
At its core, Pine Cone India is people-first. It’s not just about preserving crafts, it’s about ensuring dignity, income, and growth for the people behind them. Artisans receive consistent orders, fair pay, and the respect their skills have long deserved.
The brand’s approach aligns with global sustainability goals, particularly around gender equality and rural livelihood empowerment.
Pine Cone India isn’t just a home decor brand. It’s a movement toward intentional living, community-led design, and sustainable choices.
Each product is a quiet statement that says:
“Beauty doesn’t have to cost the earth. And progress doesn’t have to leave tradition behind.”
Read More: Karagiri: Stitching India’s Heritage into the World’s Wardrobe
