Crafting a lifestyle, not just products
Jyotika sees her work as more than just design — it’s an expression of lifestyle. She says, “Craft brings depth, texture, and storytelling into the spaces we call home. This collection is timeless yet modern, with every piece telling a story. Take the evil eye motif — it’s not something you’d usually find on a bed, but we’ve integrated it in a balanced way, avoiding overt symbolism. I’m all about colours and textures, and this collection reflects that — deep crimsons, rich blues, and an array of vibrant hues that invite touch and evoke emotion.”
When asked about the importance of interior design and what the Hyderabad market means to her, Jyotika elaborates, “A home should reflect who you are. Designers can guide the process, but you should connect with the space, not just follow trends. Hyderabad, in particular, is a huge market. Whether it’s the IT crowd or the old, established families, homes here are spacious, and people take immense pride in them. It’s about creating comfort and elegance without feeling cramped. There’s truly something for everyone here.”
Personal favourites and the road ahead
Among the pieces on display, Jyotika’s favourite is the Flora and Fauna series. She states, “It’s vibrant, joyful, and speaks to my love for colour. The energy of colour transforms a home. Black and white can be striking, but add a pop of red, and the entire space changes.”
Interestingly, Jyotika’s journey didn’t begin in design but in finance. “I spent 10 years with the World Bank before transitioning into design. My goal was to position India as a hub for luxury, not just mass production. I wanted to show the world that Made in India can mean superlative quality. That’s how Janavi was born — from my son’s bedroom! Today, we’re a fully vertical unit, with everything done in-house. Our artisans — whether hand-painting, embroidering, or crafting toys — find a home here, with the freedom to explore their creativity,” she recalls.
Reflecting on India’s position in the global interiors segment, Jyotika sees immense potential, pointing out, “India has an innate aesthetic sensibility. International brands are increasingly recognising this. Only in India can you pair a Persian carpet with a modern sofa and create harmony. It’s all about layering.”
As Janavi celebrates 25 years, Jyotika’s vision continues to evolve. “My next big step is creating pieces that transcend décor — wearable art and home tapestries. It’s about blending traditional craftsmanship with mixed media, pushing artisans to explore their potential. Our partnership with Pantone, for instance, showed how working purely from a colour palette can spark extraordinary designs. The beauty of this journey is that we can keep moving in any direction we dream of,” she concludes.
