These Jaipur Homegrown Brands are Making Noise in Fashion & Lifestyle Market

Jaipur, the Pink City, is not just a destination for tourists marvelling at its palaces and forts but also a burgeoning hub for innovative and vibrant homegrown brands. From fashion and crafts to lifestyle products, local entrepreneurs are making their mark, blending traditional heritage with modern sensibilities. Here, we highlight some of these emerging local businesses, delving into their stories, what they do, and how they are faring in the market.

1. Virasat Jaipuri Rang (VJR)

Founded by Dilip Israni in 2022, VJR is a new wave of stylish yet artistic shirts for both men and women. VJR’s collections blend traditional printing techniques with contemporary designs. This brand is defined by a modern and laid-back design, expressed in a glamorous way. Their collection is made with cambric cotton, Shibori Prints, Katha Work, and Flax cotton with wooden block prints, creating a sophisticated and traditional look. They focus on sustainable fashion and ethical production. Their philosophy is to make clothes that can be worn during the day and can also give an elegant look for evening. Their commitment to quality and sustainability has resonated with consumers, leading to steady growth.

2. RASA

Founded in 1998 by Madulika and Manish Tibrewal, RASA specialises in handcrafted clothing and home decor items that celebrate Rajasthani artistry. From block-printed textiles to beautifully crafted furniture, RASA aims to bring a piece of Rajasthan into every home. RASA offers a diverse range of home decor products, including textiles, furniture, and accessories, and has also spread in the apparel industry with men's and women's clothing. Each piece is handmade by skilled artisans, ensuring unique and high-quality items. RASA has established a strong brand identity and attracted a niche market that values artisanal craftsmanship. 

3. Pinkcity by Sarika

Launched by Sarika Sodhi, Pinkcity by Sarika is a luxury brand that offers rich Indian textiles with a modern sensibility, a reflection of the royal heritage of Jaipur. The brand's collections feature intricate embroideries, rich fabrics, and modern silhouettes, creating a unique fusion of past and present. Pinkcity by Sarika creates elegant and stylish ethnic wear for women, focusing on detailed embroidery and luxurious fabrics. The brand aims to offer pieces that are both traditional and trendy. 

4. Minimalist

Founded by Mohit Yadav and Rahul Yadav, Minimalist aims to revolutionize the skincare industry with its science-backed, transparent approach to beauty. The brand focuses on creating effective, no-nonsense skincare products. Minimalist offers a range of skincare products, including serums, cleansers, and moisturizers, formulated with potent ingredients and backed by scientific research. The brand emphasizes transparency in its formulations and labeling. Minimalist has quickly become popular for its straightforward and effective skincare solutions. 

5. AZGA

AZGA, founded by Aditi and Gautam Sood, specializes in handcrafted jewelry and accessories that blend traditional Indian craftsmanship with contemporary designs. The brand aims to create pieces that are timeless and versatile. AZGA offers a range of products, including jewelry, bags, and accessories, all made by skilled artisans using traditional techniques. Their designs are inspired by Indian heritage but have a modern twist, making them suitable for various occasions. 

6. Amrapali

Led by the passion of its founders, Rajiv Arora & Rajesh Ajmera, two heritage enthusiasts and history students, Amrapali is the finest reflection of India’s unmatched jewelry traditions and workmanship. Amrapali has become a globally recognized brand for its exquisite jewelry that celebrates the rich heritage of India. Amrapali designs and produces a wide range of jewelry, including necklaces, earrings, bangles, and rings. Their pieces are known for their intricate craftsmanship and use of high-quality materials. Amrapali has established a strong international presence. 

7. Voylla

Voylla, founded in 2013, quickly became a prominent name in the fashion jewelry industry. The brand creates stylish and affordable jewelry combining traditional Indian designs with contemporary aesthetics. Voylla offers a wide range of jewelry, including earrings, necklaces, bangles, and rings. They use various materials and designs to cater to a diverse audience, making fashion jewelry accessible to all. Voylla has rapidly expanded its presence with online and offline stores across India. Their affordable pricing and trendy designs have made them a favorite among young consumers.

8. The Loom Art

Founded by Aarushi Kilawat, The Loom Art focuses on reviving traditional handloom weaving and sustainable fashion. The brand offers contemporary clothing that showcases intricate hand embroidery and artisanal craftsmanship. The Loom Art produces high-quality garments using handwoven fabrics and traditional techniques. Their collections include dresses, jackets, and separates that highlight the beauty of handcrafted textiles.