collection 2015
The 2015 Pure Concept Collection 'BUTIKKU' is an eclectic mix of techniques, with design influences from travel destinations across the globe. A contemporary compilation of textiles influenced by the traditions of India,to the chic boutiques of Japan.

This sophisticated drapery and upholstery range comprises of floral trails, traditional damasks, featured geometrics, stylish textures and conversational designs; a collection of perfect imperfection.

'BUTIKKU' introduces an elegant palette of rich tones with a fresh hue, highlighting our new laser cut techniques, foiled metallic velvets and stonewashed linens.

A traditional archive of designs, albeit contemporary in style, this exclusive collection will redefine your home.

collection 2014

Mademoiselle is a collection

of elegant and beautiful fabrics, following stylish design and contemporary techniques. Hand printed linen, embroidery and painterly jacquards are combined with structured sheers, distressed textures and rich velvets. The interplay between heavy and light infused with the experimental techniques gives this collection a sophisticated feel.
collection 2013
Volte explores the harmony of opposites to create new intersections. Combining old with new, warm, earthy tones are melded with minimalistic and luxurious styles. Vintage meets contemporary while a fusion of organics creates a stylish and original approach to color in the modern home.

The pure concept Store locator

At our stores nationwide you will find teams of trained professionals dedicated to fill all your home furnishing needs. Our store locator is the easiest way to find your local THE PURE CONCEPT dealer.

the pure concept


If you have a query or need more information that is not available on our website, please get in touch at +91.22.6155 9898.

The pure concept


Mailing Address

The Pure Concept
Dhana Singh Processor Compound,
Wazir Glass Works Lane, J. B. Nagar,
Andheri - Kurla Road, Andheri (E),
Mumbai 400059, India.
T: 91 22 6155 9898
F: 91 22 6696 4014

Media Contact

Radha Krishanan MD
T: 91 22 6155 9898
M: +91 9769 661 565