KhannKari

Design: Smruti Rathore
Location: India
Project Type: Student Project
School: MIT Institute of Design
Tutor: Prof. Dr. Ranjana Dani
Packaging Contents:  Bangles Packaging
Packaging Substrate / Materials: Cardboard and wooden sticks
Printing Process: Digital Print

Khannkari brand curates a diverse selection of genuine Indian handcrafted bangles, sourced from various regions across the country to cater to a wide range of tastes and preferences. Our collection showcases exceptional craftsmanship and includes a variety of bangles, such as the vibrant lac bangles from Rajasthan and the elegant Shakha Pola from West Bengal. Our goal is to offer a cohesive assortment that celebrates the rich cultural diversity of Indian jewelry traditions under a single umbrella.

Khannkari, drawing its roots from Sanskrit, combines “khann,” signifying the melodious sound of bangles, with “kari,” denoting the art of creation. This evocative name encapsulates the essence of traditional craftsmanship, resonating deeply with Indian women for whom the sound of bangles holds nostalgic significance.

WHAT’S UNIQUE?

The brand stands out with its comprehensive collection of authentic Indian handcrafted bangles sourced from diverse regions, catering to a wide array of tastes and preferences. It capitalizes on a significant shift in jewelry market trends, where young individuals and fashion enthusiasts are enthusiastically adopting Indian aesthetics into their personal styles. This burgeoning admiration for Indian craftsmanship is igniting a fresh wave of fashion trends within the jewelry market, solidifying the brand’s position as a leader in offering culturally rich and stylish accessories.

TARGET AUDIANCE :

• Demograohic :
  Age: Primarily young individuals aged between 18 to 35.
  Gender: Predominantly women, especially newlywed women interested in traditional Indian culture.
  
• Psychographic :
  Lifestyle :Fashion-conscious individuals who enjoy expressing their individuality through their clothing and accessories.
  Attitudes: Open-mindedness towards exploring different cultures and traditions, pride in Indian heritage, and a desire for authenticity in their purchases.
  Values: Appreciation for cultural heritage, craftsmanship, and authenticity.
• Geographic :
  Metropolitan Cities: Major cities like Mumbai, Delhi, Bangalore, Kolkata, and Chennai, where there is a blend of traditional values and modern lifestyles.
  Tourist Destinations: Areas with high tourist footfall, such as Rajasthan, Varanasi, Jaipur, and Agra, where tourists seek authentic Indian souvenirs and cultural experiences.

CULTURAL QUOTIENT:

In celebrating traditional craftsmanship and India’s rich cultural legacy, we aim to revive authentic Indian handcrafted bangles from various regions of the country.

DESIGN APPROACH :

The design philosophy of Khannkari emphasizes traditional craftsmanship and handmade authenticity, aiming to convey cultural richness and traditional values through its products. By revitalizing the artistry of handmade bangles from diverse regions of India, the brand celebrates the beauty of cultural diversity. The bangle illustrations highlight a variety of patterns and materials, enhancing the aesthetic appeal of each piece. The packaging features doodle-style illustrations depicting these patterns, materials, and tools, reinforcing the cultural narrative of the brand. Central to our brand identity is the illustration of a woman, symbolizing the authenticity and traditionality of our products.

Khannkari provides an engaging unboxing experience where customers can assemble their own bangle stand, adding a nostalgic touch reminiscent of traditional bangle displays. This interactive feature allows them to customize and store their bangles as desired. An instruction card included in the packaging guides customers through assembling the stand, while also narrating the brand’s ethos and cultural journey.