About Us

Co-founded in 2012 by Chanya Kaur and Dalbir Singh, The Pure Concept has now been rebranded as The Pure Concept for Nilaya by Asian paints. The brand has been nurtured into an internationally successful brand with quality and creativity being the driving force behind producing forward thinking and unique furnishing fabrics for the home.

Continually growing as a well-known domestic and international brand. The Pure Concept for Nilaya continues running successfully and excelling in the textiles industry. A large effort is concentrated on regularly developing new qualities, artworks and colour-ways, allowing the company to uphold and expand upon its success and launching new and highly innovative collections each year. Advertising campaigns and marketing strategies are hugely focused on and consist of international photo shoots with some of the top photographers and stylists in the industry.

Our parent manufacturing company, G.M. SYNTEX, is one of the major exporters of fabrics in India. By working alongside this company, the brand has been able to develop and release into the market unique and exciting fabrics , often mixing techniques to surprise and enthuse the market. Specializing in high quality jacquards, dobbies, embroideries, dip-dye, transfer and digital print, there is something for all areas of the market.