“Elegance is Not About Being Noticed, It’s About Being Remembered” – Giorgio Armani
Exploring The Exotic Hand block printing of Jaipur
Jaipur is a town that deals with an exotic printing technique that has crossed the boundaries to be appreciated by the global audience. The excellence of Jaipur fabric printing lies in its intricacy and vitality oozed from every design crafted with much finesse on a fabric. The Sanganer Hand block designs are very detailed. They have intricate floral patterns pressed upon a white or off-white background. Flowers like rose, marigold, lotus, lotus buds, sunflower and lilies are some noted motifs. Printing techniques called ‘Calico Printing’ and ‘Do rookhi’ are the two most preferred and practised art forms applied in Sanganer block printing. Bagru hand block prints are majorly geometrical patterns etched on an indigo background or on other darker shades.
In essence, beauty, elegance and magnificence are the right words to describe the style of Jaipur. Bringing the intricate, handcrafted designs in mesmerising silhouettes is a startup clothing brand started in 2019 by Tushti Bhatia called “ Jaipur Morni”.
The Ideation & Launch Expedition Behind The Brand
Tushti Bhatia, a B.Tech from Manipal University hails from the pink city Jaipur well-known for its ethnic block prints. Post her graduation, she joined an MNC Capgemini through her campus and later gained experience in a Bangalore-based startup firm. However, in the long run, she aimed to start her own clothing business. She was always drawn to the colorful Jaipuri prints, and her love for the beautiful art of fabric printing did not take her long to surrender to her calling. It all began in 2019 on her trip to Paris where she saw styles that weren’t available in India, which inspired her to design garments by international trends, using the beautiful Jaipuri prints to keep the ethnic look alive. She learned everything about clothing manufacturing from the ground up to be able to bring her vision to life.
Being her ambitious self and a keen learner, Tushti gained hands-on experience in the process of garment manufacturing that soon led to the launch of her brand “Jaipur Morni” in 2019. Her designs quickly gained popularity in India for their bold prints, flattering styles, and comfortable cotton material. The brand has not only gained market and mind share within India but also abroad with the launch of “Jaipur Morni USA”, a collaboration between Florence, an LA-area native, and Tushti. The two met when Florence studied in India in college and have stayed in touch ever since. Florence and Tushti are inspired by the incredible traditional Jaipuri craft of hand block printing and are dedicated to helping keep the art alive.
The Key Differentiators That Make Jaipur Morni A Coveted Apparel Brand
The USP of the brand is the unique prints they launch after a lot of research and deliberations. Their Bagru and Sanganeri prints with dainty floral prints in a joyful burst of colours are sure to perk up your spirits. Their entire clothing range- Kurtis, sets, dresses, bottoms, tops & tunics, indo-western range and co-ords are manufactured in-house and they do not indulge in outsourcing in order to maintain the quality and finishing of the garments. They launched the kaftans in 2019 with a unique & adored design that no other brand had brought out in the market. The brand has gained a footprint on diverse portals that can be easily accessible for purchase through multiple sources such as social media pages- FB & Instagram. The brand’s website and e-commerce sellers such as Myntra, Flipkart and Amazon give a great impetus to the brand’s reach amongst the masses.
The Way Forward
The brand is engaged in both B2B and B2C selling and its target is to expand further and have a presence in both tier 1 and tier 2 cities in the years ahead. They envision becoming a leading women’s clothing brand in India while leaving a mark globally. They also strive to be a ‘zero-waste’ company making use of all the leftover fabrics by making various articles out of them such as travel pouches, laptop sleeves, reusable shopping bags etc. By promoting handcrafted techniques and hand block printing, they are supporting the families of several local artisans and endeavour to continue providing more employment.
Instagram Link- https://instagram.com/jaipur_morni?igshid=YmMyMTA2M2Y=
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