Work

Bring us the problem

Work

Bring us the problem

Kolkata

2025 - 2026

BUILT

Omartha

Omartha

Designing a store people want to discover

“The journey began with no formal roadmap — only conviction, instinct, faith, and an unwavering emotional connection to the vision.”

“The journey began with no formal roadmap — only conviction, instinct, faith, and an unwavering emotional connection to the vision.”

SPATIAL DESIGN

CUSTOMER EXPERIENCE

01

01

One-handed trust

One-handed trust

02

02

Blind stability

Blind stability

03

03

No precious handling

No precious handling

04

04

Grip without thought

Grip without thought

TCG brand-strategy questionnaire · november 2025 · her answers, ruled

TCG brand-strategy questionnaire · november 2025 · her answers, ruled

Three stores were
drawn before this one.

Three stores were
drawn before this one.

All three under TCG’s direction
and all three refused

All three under TCG’s direction
and all three refused

01 Category store — zoned A–F

02 Shop-in-shop — four leased bays

03 Curio store — GA layout option 2

  • 01 Category store — zoned A–F

  • 02 Shop-in-shop — four leased bays

  • 03 Curio store — GA layout option 2

The process

The line everything else had to agree with - Sacred Living

01 The part no one photographs

Twelve of the 534 lines — item, supplier, qty, landed, MRP

Twelve of the 534 lines — item, supplier, qty, landed, MRP

Sourced — ginkgo and lotus

Sourced — ginkgo and lotus

Sourced — marble petals, in the field

Sourced — marble petals, in the field

02 Then they named it

Old soul was working name.
Omartha became the brand

The name described the past. The business had to describe how people would live with it now

Early name exploration - Old Soul.

Early name exploration - Old Soul.

Source : Founder deck, 2025

Source : Founder deck, 2025

The logotype

The logotype

Logo Design, 2026

Logo Design, 2026

05 Run before it opened

The mark, inscribed by hand

The mark, inscribed by hand

Opening day

Opening day

The sourcing field — a sample. The full record runs 471 photographs, one per line. 534 lines · 1,986 units · 40 suppliers. A wooden ball at ₹477. A carved platter at ₹4,710. A pair of yaali brackets at ₹2,64,000. One rule priced all three.

The sourcing field — a sample. The full record runs 471 photographs, one per line. 534 lines · 1,986 units · 40 suppliers. A wooden ball at ₹477. A carved platter at ₹4,710. A pair of yaali brackets at ₹2,64,000. One rule priced all three.

The store opened. The system stayed behind.

The store opened. The system stayed behind.

Assortment it can reorder. A margin it holds. A floor that earns. An operating model that runs with TCG not in the building. The first-month target — written before opening — was beaten.

DEVIEKA PAUL

THE CLIENT

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The people capable of imagining better
futures shouldn’t have to wait for
permission to build them.