Here’s what makes Indians splurge nearly Rs 2.5 Cr on Lladró’s luxury porcelain

Porcelain may have simply been just another material in an artist’s toolbox if not for Spanish interior luxury brand Lladró’s vision that came to life in 1953 with functional pieces such as vases, plates and jugs. 

Founded by three brothers, Juan, José and Vicente Lladró from Spain, the brand today is characterised by sophisticated and intricate figurines in porcelain that exude warmth and emotion through varied facial expressions. From human figures, animals, and extra terrestrial characters to Hindu and Buddhist deities, there’s all this and more to choose from.

Lladró exports to over 120 countries today through select boutiques and distributors. Particularly, its success in countries like Japan, USA and India has been remarkable. In fact, India is the luxury lifestyle brand’s third-biggest market, accounting for 11% of global sales.

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Ana Rodriguez, Global CEO at Lladró, is of the view that India has a great appreciation for handcrafted art, far more than many other markets. This is probably a big reason why the brand decided to launch Lladró’s second-largest boutique (spanning an area of 475 sq m for direct sales) in the world in New Delhi.

The prices of Lladró’s porcelain sculptures start at Rs 15,000 and go all the way to Rs 2.47 crore, while table décor like candles and smaller plates are priced at Rs 6,000-7000. 

What is it about Lladró that makes it so premium and splurge-worthy? YS Life asks Rodriguez and Nikhil Lamba, CEO of Lladró India. 

Art is in the details 

“We have been showcasing the infinite possibilities to work with porcelain for the last 70 years. We have a range of colours and finishes; plus we work in a very structured way with original design. Each piece is handcrafted and takes an average of eight months to one year to create. All these reasons make the brand unique with no competitor,” says Rodriguez. 

The process to make each piece is painstaking, chips in Lamba. 

It begins with the master sculptor creating the first model in clay, which is approved by the creative committee at Lladró. The model then goes through several iterations, after which it is cut into many pieces to form moulds. These are then filled with a special porcelain paste that is formulated by the brand. 

Once done, the pieces are removed and hand polished. The next step is the ornamentation process, which is extremely detailed with each engraving being carefully crafted.

The pieces are single-fired in a kiln at high temperatures, finally resulting in exquisite porcelain figurines. 

“You won’t find this level of precision and attention to detail anywhere else. The handmade process that we utilise today is the same as when the brand started 70 years ago,” says Lamba, adding that Lladró attempts to bring out 100 pieces globally every year.

While Lladró has a team of in-house sculptors in Valencia, Spain, it also regularly invites top designers from across the world for collaborations through its character ‘The Guest’, created by Spanish interior designer Jaime Hayon. 

Ever since its creation 10 years ago, The Guest has been a blank canvas on which celebrated artists like US designers Paul Smith, Gary Baseman and Tim Biskup, Devilrobots from Tokyo, and Ricardo Cavolo from Spain have intervened to tell all kinds of stories. It doesn’t have a face because anybody can give it their own face. 

For instance, Smith’s creation imagines the guests of a masquerade ball, dressed in cat and dog masks, and Cavolo’s piece depicts his son in a world with mountains, flowers, castles and volcanoes, and a universe of stars. 

The India factor 

Another reason why Lladró is different from other brands in the category is the manner in which it incorporates a local flavour to its porcelain pieces, inspired by varied cultures. 

Take for instance, the ‘Spirit of India’ collection that includes a wide range of deities from the Hindu pantheon. 

Launched in the 2000s with limited editions of Lord Ganesha, Lladró today offers everything from Goddess Saraswati and Lord Shrinathji sculptures to the Radha-Krishna couple on a swing. Each creation stands out for its ornamental richness. 

No wonder the Spirit of India collection occupies one of the largest sections at Lladró’s new flagship store, located on the bustling MG Road in Delhi. 

“During the pandemic, there was a surge in demand for Indian deity sculptures, contributing to a remarkable 37% of India’s business growth. In 2022, Lladró launched a limited high-porcelain sculpture of Lord Srinathji and received an exceptional response from its Indian customers, retailing 54 units of 299 units in four months of its launch,” says Lamba, commenting on the demand for the brand in India.  

“Lladró is also the foremost choice for those who want to gift collectibles for Diwali or weddings. Our candles are popular and start at Rs 6,000,” he adds. 

Strengthening its position 

The opening of the store in New Delhi–its eighth store in India–is part of the brand’s expansion strategy in India and Asia. 

Lladró’s journey in India began in 2004 with its first outlet in a suburban mall in Mumbai. It currently has stores in exclusive shopping malls across India in New Delhi, Gurugram, Hyderabad, Kolkata, Mumbai, Bengaluru and Chennai. Globally, the brand has 1,200 points of sale. 

The new boutique in Delhi is a massive five-storey building with three floors dedicated to direct sales, showcasing classic and contemporary porcelain figurines, lighting collections, and more. 

The ground floor showcases contemporary creativity under the New Concept line, including pieces designed by international artists. The second floor highlights the traditional legacy of heritage pieces, while the third floor exhibits masterpieces under the High Porcelain category, alongside a selection of New Classics.

“This store is positioned for home, while boutiques elsewhere across India are more for gifting purposes. We expect business to come in from interior designers and architects who are looking for unique and high luxury pieces,” says Lamba. 

With increasing interest in luxury homes, the brand is keen to cater to homeowners who are looking to create a space that’s an extension of their personalities. 

“People are beginning to understand that they deserve a better life. This will also result in the growth of the home décor segment and more gifting, which is a great opportunity for Lladró,” concludes Lamba.