Creativity means different things to different people but what matters most is how you carve something extraordinary out of the ordinary, cutting out the excesses and making use of just what’s needed. It’s this core philosophy of Amritanshu’s vision that aims to fulfill the needs of people while retaining the simplification of products.
Launched in May 2021, Milimeter is an experimental studio that designs and develops beautiful handmade products for home decor and utilities, ensuring they toe the line of simplicity and sophistication. Though the brand is doing ceramics right now, it intends to dabble in different types of materials including metal, wood, glass, sculptures & furniture in the coming months. Helping people realize the beauty of simple products and creating awareness about good and bad designs are some of the things that Amritanshu aspires to achieve through his venture.
When you chase dreams, magic happens
The plunge into entrepreneurship happened a year ago when 28-year-old Amritanshu began to nurture ideas about creating his own line of products. After graduating from NIFT in 2016, he had started working in a firm as a product designer and furniture designer. He always craved to create something of his own.
It was during the lockdown when new ideas emerged and Amritanshu decided to answer the heart’s calling by launching his own startup using his savings and monthly salary as investments. He further explains “I designed some vases which served as samples for potential clients. That is how I got the domain and that’s how the Instagram page came up.” Given the inconsistencies of life and the need to cover daily expenses, Amritanshu is growing the brand as a side business for now.
Moreover, being a one-man army, he’s taking things slow and focusing on acquiring new materials and establishing a studio. He adds “But as we move further, I want people to recognize the brand and join me.”
Milimeter, where simplicity is the key
Milimeter offers a wide range of handcrafted home decor products that stand out for elegant designs and simple, minimalistic aesthetics. The brand adopts a holistic approach to design using a variety of different materials. This allows Amritanshu to explore various avenues of crafting products instead of restricting his creativity to a particular medium. At the moment, emphasis is on ceramics as a material. Thus, you would find ceramic-based homeware products such as utensils like plates, cups, bowls, bakeware and glasses etc.
Soon Milimeter plans to come up with metallic sculptures, vases, glass products and furniture, thus covering all living goods and accessories. The Mohali-based brand is delivering products all across India and abroad too. As Amritanshu aptly puts it “We want to sell widely and keep it B2C. There are no boundaries.”
The startup is engaging with restaurants and coffee-houses owing to its beautiful assortment of ceramic products. Eventually the client base is expected to broaden as new products are introduced into the lineup.
Blueprint for the future
What makes Milimeter unique is its experimental approach that works on different materials while presenting great products in the line of simple designs. Momentum has picked up in the last six months with bulk orders and repeated customers.
When asked about the startup’s future goals, Amritanshu says “In the next 5 years I would like my startup to have a larger product range and grow monetarily by at least 8 or 10 times. Becoming a full-time entrepreneur is definitely on the cards so that Milimeter can be prioritized without any distraction.” In terms of growth, the strong-willed founder is determined to build a team of 20-30 like-minded people with relevant skill sets who are eager and enthusiastic to work towards a common goal.
Instagram link – https://instagram.com/milimeterco?igshid=YmMyMTA2M2Y=
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