Stainless steel products brand Arttdinox targets to attract the luxury buyer

NEW DELHI: They say it is easier to downgrade and become mass than to upgrade. Attempting the latter is Deepikka Jindal, the owner of stainless steel home products brand Arttdinox.

Jindal, who speaks of herself as a housewife on a spiritual quest, runs the lifestyle business (with Rs 300 crore annual sales) of Jindal Steel Ltd (JSL).
Having been in the retail business for over a decade now, the 50-year-old entrepreneur wife of steel magnate Ratan Jindal is working towards making Arttdinox a luxury brand.

To initiate the same she has roped in experienced fashion designer Suneet Varma who will create a range of high-end products and accessories.

"For the last 12 years the brand has been a premium one, but the demand for luxury products for self consumption and gifting purposes is only growing," said Jindal, adding, "And the time has come to address the consumers who are looking for high end products."

The duo is creating a range of stainless steel items paired with metals like gold, silver, platinum and embellishments like crystals and precious stones.

"Steel is a beautiful medium and can be transformed into a variety of objects. I plan to do tabletop accessories, furniture, decorative items mixed with precious metals and stones," said Varma.

Internationally steel has been used as a medium by a lot of designers and brands, but in India it has not been experimented with much.Varma, who has worked extensively with metals through his association with luxury clutch maker Judith Leiber and carmaker BMW, also sees a potential to use the metal in jewellery.