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About Us

The Pure Concept Home is a 360 degree, new age lifestyle store and interior design studio. We offer products and consultancy services for space ideation, furnishings, styling, and décor.

Come, visit the flagship store in Kala Ghoda, Mumbai, to explore concepts-driven curations across fabrics, furniture, soft accents, and decorative accessories.

We believe in the timelessness of minimalism; and our take on modern minimalism is certainly about clean, fuss-free functionality driven by impeccable product design. It is also distinctive, because we make space for serenity, warmth, and a celebration of personal life-journeys.

The Pure Concept Home was founded in 2019, by Creative Director Chanya Kaur. It reflects the creativity and quality of The Pure Concept, launched in 2012 by Chanya Kaur and Dalbir Singh, proudly associated with G.M Syntex.

The Pure Concept Home is a 360 degree, new age lifestyle store and interior design studio. We offer products and consultancy services for space ideation, furnishings, styling, and décor.

Come, visit the flagship store in Kala Ghoda, Mumbai, to explore concepts-driven curations across fabrics, furniture, soft accents, and decorative accessories.

We believe in the timelessness of minimalism; and our take on modern minimalism is certainly about clean, fuss-free functionality driven by impeccable product design. It is also distinctive, because we make space for serenity, warmth, and a celebration of personal life-journeys.

The Pure Concept Home was founded in 2019, by Creative Director Chanya Kaur. It reflects the creativity and quality of The Pure Concept, launched in 2012 by Chanya Kaur and Dalbir Singh, proudly associated with G.M Syntex.

Chanya Kaur’s Vision

Chanya believes in elegant simplicity, an appreciation for Indian craftsmanship, and design that is modern yet celebrates the classics. She wants to dispel the notion that ideas for wall coverings, fabrics or soft furnishings need only enter the creative process towards the end stages.

Showing how they can make or break a space and prove to be crucial investments for the same reason, Chanya anchors the narrative in what end up being backdrops on a space, with their colour palettes, textures, or patterns shaping their design persona.

Chanya, the thinking aesthete, is constantly exploring what makes minimalism truly timeless. Her approach distils the best of national, regional, and global developments in lifestyle design, so that she can nourish her idea of the constantly evolving modern home.

Chanya Kaur’s Vision

Chanya believes in elegant simplicity, an appreciation for Indian craftsmanship, and design that is modern yet celebrates the classics. She wants to dispel the notion that ideas for wall coverings, fabrics or soft furnishings need only enter the creative process towards the end stages.

Showing how they can make or break a space and prove to be crucial investments for the same reason, Chanya anchors the narrative in what end up being backdrops on a space, with their colour palettes, textures, or patterns shaping their design persona.

Chanya, the thinking aesthete, is constantly exploring what makes minimalism truly timeless. Her approach distils the best of national, regional, and global developments in lifestyle design, so that she can nourish her idea of the constantly evolving modern home.

Making of the Store

The Pure Concept Home: Brand Film

The Pure Concept, the unit of G.M Syntex Pvt Ltd, registered office located at Dhana Singh Processor Compound, Vazir Glass Works Lane, Cross Rd B, Vijay Nagar Colony, J B Nagar, Andheri East, Mumbai, Maharashtra 400059, the retail outlet of G.M syntex is located at Unit no AF/09/B & AG-03, Ador House, 6, K Dubash Marg, Kala Ghoda, Fort, Mumbai, Maharashtra 400001