Indian Jhola sells for Rs 4000 at a US store. Netizens demand to know: 'Who's paying so much?'

Economic Times

23-05-2025

The humble Indian jhola, a symbol of practicality and cultural identity, has been rebranded as a luxury item abroad. Nordstrom is selling the "Indian Souvenir Bag," made by Puebco, for $48, sparking amusement and debate on Indian social media. The bag features recognizable Indian brand logos, transforming a budget-friendly essential into a trendy cultural artifact.
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In nearly every Indian household, there exists a common, trusty companion—the jhola, a multipurpose cloth bag that quietly serves a vital role in everyday life. Be it for stocking up on groceries or for doting mothers preparing their children for a move to urban centers for work or study, this unassuming bag has long been an integral part of Indian culture.Crafted typically from breathable fabrics like cotton or khadi, the jhola is robust, practical, and endlessly reusable. Beyond its physical form, it holds emotional significance—a soft capsule of nostalgia, simplicity, and deep-rooted Indian sensibility that resonates with families across the globe.In a rather surprising twist, this modest item has caught the attention of luxury fashion abroad. A high-end American department store, Nordstrom , is now selling what it calls the 'Indian Souvenir Bag' for a staggering $48 (approximately ₹4,100). Produced by Japanese brand Puebco , the product is advertised as a creative, repurposed piece with a global flair. What's seen in India as a humble and often complimentary bag has been rebranded overseas as a trendy, must-have cultural artifact.Nordstrom describes it as an 'essential item for travelers and admirers of Indian heritage,' claiming it to be a fashionable carryall decorated with 'distinctive prints,' ideal for holding one's daily necessities while reflecting affection for India. The designs on the bags include popular Indian brand names such as "Ramesh Special Namkeen" and "Chetak Sweets", emblazoned in bold Hindi letters. These familiar logos, once seen on small-town snack packets, are now being used as unique visual elements to market the bag to global customers.The bag's online listing went viral after a video clip surfaced on May 20. It quickly gained traction, crossing over 500,000 views, and sparked intense discussions on Indian social media platforms. Reactions ranged from amusement to disbelief.One netizen lamented, '$48 for this? My desi heart can't take it.' Another asked sarcastically, 'We had the famous Vimal tobacco jhola; now what's this bland namkeen pouch doing here?' Some users joked about monetizing their own collection: 'I've got at least ten of these at home—should I open a store?' Others expressed worry about cultural appropriation , quipping, 'Next, they'll be selling lungis and calling them Scottish wraps.'Another wrote, "Who is paying 48 dollars for this? Can I start this business too?"In India, jholas are seen as budget-friendly, eco-conscious tools of daily life, typically priced under Rs 100—sometimes even handed out free with purchases. What many see as a symbol of practicality and environmental responsibility has now been refashioned into a chic cultural statement abroad.