(Sanskrit: इदम् )
1. in the present. It means - this, here or yonder, present or seen nearby, fit for.
2. denotes location or position or place.
IDAM was born out of numerous car ride discussions to and from college between a duo of dreamers, Nayanika & Gazal. In the past year, it has evolved from an idea to a full fledged print and surface design studio that translates its in-the-present aesthetics onto contemporary home and lifestyle products.
Hailing from different design backgrounds, both Nayanika and Gazal contributed their Textile and Graphic Design expertise and artistry to the products in IDAM.
Each product is unique as it has a story behind it. From the inspiration to the design process and it’s execution, every step of the way is given an attention to detail. It all comes from our culture and surroundings. Be it a doodle in a diary or the fallen leaves outside our studio, or how the folk art adorns the streets on India, we bring it all to you in an array of prints. Our designs are an attempt to give you a glimpse into our daily escapades.
To us, it’s putting a good concept into practice.
Our brand caters to a wide variety of consumers and their choices. The designs range from hand illustrated prints and patterns to florals as well as the hand crafted tie & dye techniques. We wish to bridge the gap between the modern and the traditional using contemporary aesthetics and conventional techniques with the prerequisite of utility.
Currently operating from a studio in Delhi NCR, IDAM hopes to find a space in the nook and corner of every home around the globe!
Taking a step closer to sustainable and responsible design, we have pledged to use 100% organic fabrics for all our products*. We use 100% fair trade certified fabrics. We carry over the great work done in the farms to our manufacturing factories, which always follow ethical fair labour practices. We take pride in our work ethics where we do not encourage child labour, gender discrimination or low wages.
*Please note that we use 100% organic fabric for all our products excluding the fillers (cushion, quilt etc ) available on the website. The cushion fillers, tea cosy warmers, quilt filling etc will be in polyfill. We are providing the same due to it's durable, light weight and comforting nature.