It's a Steel

TRAIL BLAZER/ WHO DARES WINS

Well, some might think that he's got it all on a 'steel' spoon, to change the expression a bit. But Vinod Jain, director, Magppie, is a true-blue trailblazer. He's not just given a new dimension to family's 30-year steel rolling business, but also changed notion about the way this hardy metal's viewed in this country forever. Magppie brand today represents lifestyle products in steel, in fact some key pieces are showcased at the San Francisco Museum of Modern Art.

My life's vision danced before my eyes at an international trade exhibition for the very first time in the early Nineties. Growing up the way we did, no one could associate steel utensils with lifestyle. It was something we Indians lived with, and it lasted well. Our family has been involved with steel for sometime, however, things moved differently for me. After my graduation (Kirori Mal College, Delhi University) I worked for family business for three years, handling our sales office in Mumbai. But a visit to the international fair and an opportune discussion with my good friend Guido Chiti, who is now a brand director with the company, changed everything for me.

In 1998 I decided to follow my dream and set up a design studio. Working against the preconceived idea that steel products were not lifestyle accessories, I approached Ebony during Diwali season with 14 products "� all of which sold out. I knew, we were in business then! We persisted and by 2004, Magppie was retailing to the international market.

In six years, the company has achieved a turnover of Rs 70 crore and from retailing in seven stores in 2000, we are now present in about 60 stores. Today, we have also forayed into retail and are looking at setting up our boutiques in Chandigarh, Bangalore, Ahmedabad, Gurgaon and Delhi. Basically, these boutiques will host our products and possibly have books dealing with good living, or design and some other related things that will build around a similar theme...am still exploring possibilities here.

Furthermore, we plan to open about 15 stores during the next year. Considering how kitchen products are an integral part of a bride's trousseau, I am also planning to open an exclusive wedding store at a Wedding Souk in Pitampura, Delhi. The good part of our growth story is that we are also present in over 20 countries including Italy, Denmark, Greece, Japan, Australia and the U.S. My happiest occasion was when I got a call from 'MOMA' as they wanted to display some of our products. So today, Maggpie is showcased at the San Francisco Museum of Modern Art.

And I do not like to stagnate, I realise that to grow I have to constantly find new interpretation and manners in which steel can fuse with the lives of people. My products should reach out to people in ways they truly need it. After all, even I cannot imagine drinking my tea from a steel cup!That's I have invested so much on research and we have a range which includes the fusion of steel with ceramic. Another line has an interesting mix of glass and wood with steel.

Additionally, we are also working on a jewellery range called 'Emozioni'. In all of this, I would say that I have been fortunate to have some of the top names in the design world helping me. People like Karim Rashid and Michael Graves have assisted me, also we constantly work with a young team of designers from premier design institutes in India. The real proof of success is when Magppie becomes integral to the needs and lives of people. An ideal situation would be where I actually get women to tell me what that they want, have them participate in designing new frontiers for Magppie. Eventually, I am also looking at launching a new brand that will fill the need at the mid level and more people will be able to afford stylish steel products. That way, Magppie as a brand will retain the premium plank.