Established in 2012, Mumbai based The Pure Concept has been nurtured into a successful brand by co-founders Chanya Kaur and Dalbir Singh. Their focused objective has been to combine quality and creativity in order to produce forward thinking furnishing and upholstery fabrics for the home. Launching new and innovative collections each year, The Pure Concept has excelled in the textiles industry, continually growing as a well-known domestic and international brand. A large investment goes into regularly developing new qualities, artworks and colour-ways, allowing the company to maintain and improve upon its success. Great attention is directed towards their advertising campaigns and marketing, with international photo shoots with some of the top photographers and stylists in the industry. Their parent manufacturing company, G.M. SYNTEX, is one of the major exporters of fabrics in India. By working alongside this company, The Pure Concept has been able to develop and release into the market unique and exciting fabrics, with high quality jacquards, dobbies, embroideries, dip-dye, and more recently transfer and digital print.