Coffee table books are often considered pictorial magazines of an organisation that sit unbothered on a reception desk, adding aesthetics to the interior. However, while most organisational publications are only a marketing gimmick, coffee table books add greater value than merely being a prop for decoration.

Coffee table books are these unique marketing tools developed to communicate through a set of visual narratives that inform, entertain and inspire. However, it is always challenging to execute a coffee table book- simply for its concept execution.

The concept of “well beginning is half done” seems fictional while executing such projects, as the process of producing a coffee table book has its own layers of complexities. Not only does devising a suitable concept for the book require many brainstorming sessions, but its execution also unlocks a whole new level of twists. For instance, integrating the content in the selected design format becomes tricky, time-consuming and exhausting.

Ultimately, you have to keep reminding yourself that we do not overwhelm one aspect over another while weaving a concept together. Hence, the pressure of designing a book that looks visually appealing yet not frivolous takes a few rough drafts before settling on the final one.

About FICCI Flo

FLO is the Federation of Indian Chambers of Commerce and Industry’s women’s wing (FICCI). It is an all-India women’s forum with headquarters in New Delhi and 18 branches spanning India. Over 8,000 women entrepreneurs and professionals are represented by FLO.

FLO has been fostering entrepreneurial and professional excellence among women for over 37 years through workshops, seminars, conferences, training, and capacity building programmes, among other things. The organisation’s goal is to support and facilitate women’s talents, skills, experiences, and energy to be showcased across sectors and verticals of the economy, resulting in a truly inclusive economic growth trajectory.

Hence, it provides training and support to women entrepreneurs through workshops, seminars, and conferences to empower them for their independent work.


When FICCI Flo first approached us, the prestigious organisation demanded something unique in the form of a yearbook. The expectation was to come up with one-of-a-kind collectible etched in timelessness.

The client required a book that chronicles the yearly progress of the Ahmedabad Chapter to inform and inspire its stakeholders. Hence, the client sought a concept that weaves their work into a story. For this, we conceptualised a coffee table book that intertwines with their Karmabhoomi- Ahmedabad.


We have come across books on Ahmedabad's rich heritage, its developing infrastructure or the Amdavadis, but no book carried everything together. Kaleidoscope attempted to do that; we divided the book into three parts. The first part consists of all the events, including Flo's seminars, celebrations, and yearly training programs. The second part consists of 611 features to mark 611 years of Ahmedabad, which was divided into 22 categories.

Here the idea was not just to find historical or relevant features related to the city but also to blend it with contemporary Ahmedabad by categorising renowned people from various fields and popular food outlets. And the last section carried interviews of the people who globally represent the brand Ahmedabad.

These personalities are either gracefully carrying the legacy of their ancestors or are some of the self-made entrepreneurs standing on the global pedestal with business growing by leaps and bounds.

Hence, just like how a kaleidoscope forms captivating patterns from pieces of broken objects and mirrors, we intended to create an exquisite design reflecting the contemporary Ahmedabad.


While executing the content part, we encountered a few road bumps in terms of coordination. For example, our team had to collate over 200 events of FICCI's Ahmedabad Chapter. To go through myriad pictures and select the right ones with the correct information required numerous checks with the client.

Whereas writing over 600 features on Ahmedabad in the form of snippets was another overwhelming job which required patience. Among countless unverified information found on the internet, selecting and authenticating each of 611 facts was a task.

Moreover, it was pivotal to keep the design and appeal of the book engaging. It required a design that connects with readers from different walks of life. While it took a couple of drafts and experiments to get the elements right, there were a few reiterations in the form of prints to get the colour scheme right.


Decoders were able to happily accomplish the gigantic task of producing a coffee table book for numerous reasons. A client often offers a vast canvas to paint on but controls the brush, limiting the hand movement. In this case, our clients placed an indefinite trust in us for our creative flair.

The client sought novelty and was ready to experiment to achieve it. This gave us scope to suggest some out-of-the-box ideas and turn a newsletter into a full-fledged yearbook.

Another perk of working on this project was getting to know the who's who of the fraternity as we were introduced to a couple of dignitaries. It helped us to get in the minds of the people and create some substantial professional relations.


Shri Nandita Munshaw warmly accepted the coffee table book, which was rewarding. However, with over 400+ members receiving its copies, Kaleidoscope achieved new heights by getting recognised by the fraternity at the national level.

Kaleidoscope not only informed people of the year-round activities of FICCI's Ahmedabad Chapter but was much appreciated for coming up with such a refreshing concept.

Here are a few testimonials from our readers.