Most of us have a good handle on what the Japanese, Scandinavian or Italian design aesthetics are. But countries like China and India, with populations that far outstrip the previous three, have yet to make an aesthetic dent on the world stage of industrial design. That will change, slowly but surely; and while it's early days yet, an Indian brand named Arttd'inox has launched its maiden flagship store in New Delhi to celebrate Indian craftsmanship and design.

It's not quite an Indian IKEA or BoConcept just yet, but Arttd'inox offers modular kitchens, cookware, housewares, home decor and office accessories (thus far tailored towards the more well-heeled of India's population) and plans a second dedicated location in Mumbai, in addition to an already-established dealer network throughout the country.

With the backing of global metals giant Jindal Steel, its parent company, Arttd'inox ought to have pockets deep enough to weather the perilous world of retail; and with a staff of in-house local designers, they'll hopefully be able to "keep it real" rather than handing the keys over to foreign design staff. On a designer profile on their Facebook page, Arttd'inox highlights Swati Gakkher, an industrial designer and architect on staff: "Design Philosophy - She believes in designing products keeping 'us Indians' in mind and well suited for Indian taste," they write. "Her work has been inspired by natural forms utilizing the traditional craftsmanship married with modern technology."