India is the partner country at Ambiente at Messe Frankfurt in 2019. The concept for the India pavilions is "Hand Make in India".
“Hand Make in India” is an invitation to designers, companies and organizations from around the world to come to India and work with it’s rich craft base — the largest pool of skilled craftspeople in the world. This allows for production to happen on scales that is not typically associated with handicrafts. The idea being, to see India as a manufacturing hub due to its large craft base and its potential to create innumerable types of products for contemporary use — anywhere in the world. The “endless possibilities” of Indian handmade is celebrated in this unique identity,that allows for an unlimited number of permutations and combinations with each letter of the identity representing an Indian crafted object. Created by Delhi based design studio, Ishan Khosla Design LLP, the identity is meant to surprise and provoke interest in the versatility and sheer diversity of Indian handmade goods. The identity for Hand Make in India is a celebration of the possibilities that Indian handcrafted products offer to the world. It is also a celebration of the handmade and its impact on a large scale. With this identity, plan to promote the various crafted products through gif animations that can be widely disseminated on instagram and other social media. Ultimately, "Hand Make in India" is not just a logo but it is a call to action to encourage designers and companies from across the world to engage with India's rich, diverse crafts. Curated by Ayush Kasliwal.