‘Kitched’, a new home accessories brand by actress Kajal Aggarwal and her husband, entrepreneur Gautam Kitchlu, has just launched.
Inspired by the newlyweds’ recent marriage, a play on the word ‘hitched,’ – and on their surname ‘Kitchlu,’ Kitched aims to be a brand that will soon become the go-to option for anyone looking for stylish yet affordable décor for their homes.
Launching with a capsule collection of festive cushion covers, the brand is also developing a variety of other products like crockery, furniture, and bedding. Great for gifting as well, Kitched will appeal to those seeking chic yet fun, luxurious yet pocket-friendly décor and home accessories.
The cushion collection is inspired by the couple’s combined, yet individualistic, design aesthetics. While Gautam has a style that is more classic luxury, Kajal favours a trendy and eclectic vibe. This has resulted in a collection that brings together their unique preferences, in a seamless and complementary manner – just like a good marriage between two distinct personalities!
To begin, Kitched offers 46 different cushion covers, each in a striking design, which will enhance any room of the home. The colours used are ideal for the festive season, but also timeless – jewel tones of burgundy, turquoise, purple, blue and red; classic white, cream, gold and silver; and earthy tones of brown.
The fabrics used and the design work are sumptuous and will elevate the home instantly – velvet, bead and floral embellishments, animal prints, applique work, chevron, damask and so much more. Fine attention to detail and intricate handwork make these cushions special. Each cushion is priced competitively, ranging between Rs 999 to Rs 1699.
“Kitched is our way of bringing together our different backgrounds, and approaches to design, in a way that showcases how we ourselves are going through the journey of doing up our first home together,” the couple said.
Gautam is Founder and CEO of Discern Living (which launched in 2016). He has close to two decades of experience in the home décor space, which includes exporting to leading retailers around the world, and online e-commerce in India, lending to his deep knowledge of manufacturing and design for the Indian home décor market.
Kajal, who has always been known for her distinctive aesthetic sense, wishes to share her love for decor with her vast fan base. Together, they hope to change the way people think about living well while making everyday luxury more attainable via accessible price points.
‘Kitched’ is currently available exclusively on Discern Living. The brand is also currently working on a number of exciting potential collaboration ideas with other like-minded brands, in the home, design and lifestyle spaces.