From Wall Street to workshops, the designer-entrepreneur on reimagining Indian craft for a global, contemporary audience
Few entrepreneurs embody the intersection of finance, design and cultural storytelling as seamlessly as Vikram Goyal. From a career at Morgan Stanley to co-founding Kama Ayurveda and building a globally recognised design studio, Goyal has consistently bridged tradition with modernity. His latest venture, Viya, seeks to democratise contemporary Indian craft while retaining its artisanal essence. In this conversation with BW Retail World, he discusses his unconventional journey, redefining luxury, and taking Indian craftsmanship to the world stage.
Your journey spans engineering, economics and design. How did this transition unfold?
I grew up in Delhi, studied engineering, and later pursued development economics at Princeton. I then spent six years with Morgan Stanley across New York and Hong Kong before moving back to India in 2000.
While my academic and professional path was structured, I always had a deep interest in visual arts—painting, sculpture, architecture. Even in college, I was probably the only one decorating my room. Over time, that interest evolved into something more serious.
In 2001, I co-founded Kama Ayurveda, rooted in India’s traditional knowledge systems. Soon after, I began working with craft and design, particularly metal and brass. That journey gradually evolved into what we now do at the studio—pushing the boundaries of material and taking Indian craft to global platforms.
How do you define luxury today, especially in the context of handcrafted Indian design?
Luxury, for me, is not about opulence. It is about refinement, craftsmanship and the human touch. When something is made by hand, it carries time, effort and a personal connection.
Our work celebrates the artisan as much as the final product. It is about storytelling, about creating pieces that are not just functional but meaningful. We aim to position handcrafted objects within a global luxury framework—timeless, collectible and rooted in a refined aesthetic.
Viya is positioned at the intersection of craft and contemporary design. What makes its approach distinctive?
There are three pillars to Viya. Everything is handmade by Indian artisans. Also, each product carries a narrative—drawn from mythology, nature, rituals or everyday life. And the design is contemporary, not ethnic.
The storytelling aspect is crucial. A vase is not just a vase—it could be inspired by a banyan tree and carry its cultural significance. This narrative-driven approach differentiates us and allows us to engage both Indian and global audiences.
How important is physical retail, especially heritage spaces, in building a luxury brand?
Heritage spaces bring authenticity, character and a sense of timelessness, which aligns closely with our philosophy. Our Mumbai store, located in a heritage building in Fort, reflects this idea.
We retained the original architectural elements—arches, windows—and reinterpreted them in a contemporary way. The space is immersive, almost like a gallery, offering a layered experience rather than just a retail environment.
Viya seems to appeal to both younger and global audiences. How do you strike that balance?
Today’s consumer, especially younger buyers, does not want overtly “ethnic” products, but they do take pride in owning something made in India.
Our approach is to create globally relevant designs using Indian materials and craftsmanship. For instance, we may use traditional rope from a charpoy but reinterpret it into modern furniture. This allows us to be culturally rooted yet globally appealing.
You collaborate with international galleries like Nilufar. How do you balance global sensibilities with Indian identity?
Interestingly, my design language is not overtly Indian—it is global. What is Indian is the material, the craft and the storytelling.
Working with galleries such as Nilufar has allowed us to showcase at prestigious platforms like Design Miami. These collaborations help position Indian craft within a global design conversation, without being confined to a traditional aesthetic.
In a market where luxury often hinges on scale and exclusivity, how do you maintain authenticity?
For me, luxury lies in craftsmanship, not scale. At Viya, the focus is on ensuring that each piece is handcrafted, meaningful and innovative.
We continuously experiment with materials and techniques while maintaining a strong link between tradition and contemporary design. The narrative behind each product adds cultural depth, which is essential to our premium positioning.
Your designs are often described as understated yet rich. How do you define them ?
I would describe them as sophisticated and quietly glamorous. India has a rich tradition of ornamentation, but I wanted to present that richness in a more restrained, contemporary way.
The idea is to create pieces that are elegant and impactful without being loud—something that resonates globally while still being rooted in Indian sensibilities.
Has your experience in finance shaped your approach to design and business?
Absolutely. Working at Morgan Stanley gave me a strong understanding of systems, organisation and market dynamics. I’ve applied that structure to what is otherwise a fragmented craft ecosystem.
It also taught me the importance of adapting to different markets. When we present internationally, we tailor our aesthetic to suit global sensibilities while retaining our core identity. That balance is critical.
