Viral: US brand is selling Indian Jhola for a pricey ‘souvenir' and you won't believe how much it costs!

Time of India

22-05-2025

You might have scratched your head after scrolling through the price section of Balenciaga's absurd offerings (Re: destroyed sneakers, trash tote bags, Lay's chips packet bag), and thought that nothing else could get weirder.
Sorry to burst your bubble, but it already has!
Prepare to be more shell-shocked as the extremely ordinary Indian Jhola has gotten a global glow-up and made its debut in the international market – with a staggering price!
How much does it, you ask?
Read on to find out.
When Jhola becomes 'Indian Souvenir Bag':
'Tis the era of the glow-up of an ordinary Jhola!
What is a Jhola?
The jhola is a basic cloth bag commonly used in Indian homes for going shopping, running errands, and travel purposes.
In India, the jhola is known for being quite affordable, practical, and eco-friendly, often costing less than Rs 100. In fact, some stores also offer them for free with shopping for some other stuff.
However, the same jhola is currently being offered for $48 (more than Rs 4,100/-) on the website of luxury retailer Nordstrom!
The global glow-up of humble jhola:
$48 for a single jhola, that's available in India in less than Rs. 100?
Seems unbelievable!
However, it's true, as images of this modest 'jhola' being priced so highly have gone viral on social media.
But that's not all. The jhola has been rebranded by the Japanese company Puebco as the 'Indian Souvenir Bag,' as noted on Nordstrom's site.
Nordstrom describes the jhola as a 'chic bag, embellished with distinctive designs' that allows you to 'take a bit of India with you.' The description also mentions its handcrafted nature while cautioning buyers about potential color fading and printing imperfections.
Regarding its design, the simple white cotton bag features Hindi text such as 'Ramesh Special Namkeen' and 'Chetak Sweets.'
'It's ideal for carrying your necessities while showcasing your admiration for a beautiful country. An essential item for any traveler or enthusiast of Indian culture,' states the description of the 'Indian souvenir bag.'
Social media reacts:
For many Indians, what is simply the everyday grocery bag they've used for years, being typically handed out free with purchases in local Indian markets, is now being positioned as a fashion statement overseas. Of course, social media is having a field day!
Sharing a video, an Instagram user named @nishapash wrote, 'Next it's gonna be some 'spiced and crisped snacks'.
But we know that it's just Haldirams. (don't confuse this with inclusivity).'
Another internet user posted on X, 'What in the name of scam is this!! Jhola being sold at a premium department store Nordstrom for $48! I'm a homesick person but even I haven't reached these levels of nostalgia.'
A third user commented, "Indian aesthetics are taking over," while another chimed in, mentioning, 'The third user wrote, "Typical colonizer behavior rehashing stolen ideas."
The netizens didn't stop there. While one internet user predicted yet another globalization, saying, 'They will literally start selling lungi and mention as a scottish drape,' another saw a legit business opportunity amidst all these chatters, and asked, 'How can I sell? I have like 10 of these at home.'
Cute: This dog is so pleased with himself