Our Vision & Mission — Why Of Earth Exists

Every brand begins with a dream.

Of Earth began with two friends and a simple belief, that homes are more than just places to live. They are living, breathing reflections of who we are. Our vision and mission come from this idea: to create spaces that feel grounded, nostalgic, and deeply personal through curated home décor and thoughtful living pieces.

Our Vision

At Of Earth, our vision is to build a world where every home feels alive with memory and meaning.

We want to inspire people to step away from mass-produced sameness and embrace unique home pieces that carry warmth and story. Pieces that don't just fill a room, they belong in it.

We believe homes should not only look beautiful, but also feel like they belong to the people who live in them. That's why we curate and create collections that are timeless, inspired by nature, and rooted in nostalgic interiors. A cotton floor mat  in terracotta that grounds an entryway. A throw blanket in soft ivory that makes an evening feel quieter. A cushion cover in earthy blue that holds the warmth of afternoon light.

Small objects. Large feelings.

In short, our vision is to connect people to their homes, through objects that feel both grounding and inspiring.

Our Mission

Our mission is simple: to make sustainable home living accessible, personal, and meaningful.

We do this by:

Curating pieces that balance function with emotion. Everything at Of Earth is made to be used, not just admired. Our floor mats are machine washable. Our cushion covers are made from 100% cotton. Our throw blankets are soft enough to reach for every evening without thinking. Function is built in. Feeling is too.

Championing handcrafted décor and artistry that bring authenticity into homes. We work with makers and traditions that are rooted in India's rich textile heritage. When something is made by hand, it carries the touch of the person who made it and that presence is felt in the home.

Encouraging thoughtful choices over fast consumption. We would rather you own fewer things and love them more. A single Chanda Reversible Floor Mat that you keep for years, turning it over when you want a fresh look, is worth more than a dozen mats replaced each season.

Designing homes that tell stories. Of people, memories, and traditions. The colours we choose, the textures we work with, the shapes we bring into our collections, all of it is in service of one goal: helping your home tell your story.

Through Of Earth, we want to help people create thoughtful living spaces that remind them of where they've come from, while giving room for new memories to grow.

Why It Matters

Today, it's easy to fill a house with things. Scroll, click, buy, repeat. But what really makes a home is intention.

The brass lamp you chose because it reminded you of your grandmother's house. The floor mat you picked because its colour felt like a warm afternoon. The throw blanket you bought because it made a plain sofa feel like a place you wanted to sit longer.

These are the choices that build a home, not a house.

Our vision and mission are grounded in the belief that homes built with curated pieces offer more than style. They offer connection, comfort, and meaning. They offer a reason to come home.

The Of Earth Story

Of Earth was founded by Aditi and Tanya, two friends who shared long conversations about the spaces we love and the objects that stay with us long after everything else fades. They started Of Earth not to build a décor brand, but to build a feeling. A feeling that your home is a place that knows you.

Every piece we create or carefully select is rooted in that original conversation. Whether it's a floor mat woven in cotton that softens underfoot, a cushion cover in a tone that makes a room breathe differently, or a throw blanket that makes a quiet evening feel complete — each one carries the intention it was made with.

We don't believe in filling shelves. We believe in filling lives; with warmth, memory, and beauty.

Because a home isn't just where you live. It's where you feel.

Begin Building Your Home with Of Earth

Shop all home essentials →
Explore our cotton floor mats →
Browse cushion covers →
Shop throw blankets →
Read: A Home Is Not Built Overnight — The Case for Curated Living →
Read: Colour in the Indian Home — How Shades Shape the Way We Feel →

Of Earth — Made for homes that feel warm, lived-in, and full of stories.