With the drastic change in lifestyle, the essence of tradition and classic is fading way. The population is inclined towards western culture, which is taking away the beauty of classic hand-made products that adds aesthetics to home. The designers and manufactures are scouting the latest in home decor all year round, and the trend-hunting goes to showcase modern and western design. Observing this scenario in the market, PurvaSihna and Tarang Agarwal were inspired to evolve the traditional decorative products into a modern form, which would retain the cultural beauty, yet provide that suit the latest lifestyle. Being in a family that is completely oriented to art and culture, the founders were prompted to enlighten living spaces with hand-crafted products that are muddled with modernity and classic feel. With this thought, they established Urbantaga in the year 2016.

Venturing into this creative sec-tor came with its own set of problems. While spreading awareness on the value of hand-crafted products in the market which is over-taken by Chinese products involved a lot of effort. Addressing all these in an organized way, now people are more likely towards hand-made and customized products. With the growth of the landscape, the company is offering home decorating which is known for classic beauty aligned to the modern world. The products are known for its versatility, a traditional theme that is great at complementing the setting of any home design.

"Urbantage is where people dis-cover an extraordinary experience of décor, sculpture, art pieces and furnishing that are in complete harmony, connected by a symbiotic bond that helps transform your house into the work of an artist," says Purvi Sinha.

The salient differentiator of the brand is that every piece is carefully designed in the hands of traditional artisans from its raw stage to

the final product, promoting regional art and craftsmanship. The Lucknow-based company brings unique designs of both modern and traditional art with full value for money and harmony in the environment.



Throwing light on the best in class offerings, Tarang mentions, "We are catering to a wide selection of quality products, especially hand-crafted items of modern and traditional art by experienced craftsmen. These products are crafted out of raisin/fiber making them a lot more durable than others that too, at affordable prices."

Urbantaga is catering to a wide selection of quality products especially hand-crafted items of modern and traditional art by experienced craftsmen

Complying with the norms of vaastu and fengshui the products show versatility in terms of beauty, form, and style. Apart, from these eye-catchy materials, Urbantaga also offers some irresistible men's apparel hand-crafted with traditional chikankari on fabrics brought straight from the heart of Indian states. The portfolio includes India's own khadi, denim and a variety of imported range.

Eyeing the bright future, the company which is operating in Lucknow and Gurgaon is looking for-ward to expanding the presence in several states and countries. It has already entered the international market such as the US, Poland, UK among others, and received an overwhelming response from the clients there. The brand is not only present as an e-commerce plat-form but also owns offline retail outlets in Bangalore, Hyderabad, Pune, and others. It is also aiming to expand offline stores in the up-coming years.