Reimagining Provenance

What does ‘Made in Jaipur’ signify? We pick brands using the city’s rich cultural heritage to create modern products.

- Ruchika Vyas

Apart from the literal connotation of a ‘Made in’ label, there is a deeper significance in being associated with a certain geographical location. In India, Assam tea and Banarasi saris have built an enviable reputation. But, many of these ‘Made in India’ creations are better recognised within the country, rather than on a global platform, unlike Swiss watches or Champagne.

What does the ‘Made in Jaipur’ label express? Handmade artistry? Unparalleled craftsmanship? Quality control? Unmistakable heritage? Or all of the above? How do brands position themselves and make their provenance matter, especially in a high-growth market? The luxury market in India has been growing at a CAGR of about 25 percent, and according to ASSOCHAM, it is expected to hit $18.6 billion by the end of this year. Luxury consumption is steadily growing in Tier II and Tier III cities as well, thanks to the explosion of online retail businesses, reaching to every nook and corner of the country. And Kotak’s Wealth Management Report 2015 states that only 55 percent of the total luxury market revenue is generated from metro cities, and the remainder, from smaller towns, such as Jaipur.

Consumers now increasingly care about the origin of a brand and pay attention to the magical story behind it. We look at Jaipur-grown labels whose creative eagerness and modern outlook holds them in good stead.

Swati Ubroi