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Economic Times
23-05-2025
- Business
- Economic Times
Indian Jhola sells for Rs 4000 at a US store. Netizens demand to know: 'Who's paying so much?'
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. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads 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 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 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 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 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 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.
Time of India
23-05-2025
- Lifestyle
- Time of India
Indian Jhola sells for Rs 4000 at a US store. Netizens demand to know: 'Who's paying so much?'
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 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 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 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 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 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.
NDTV
22-05-2025
- Business
- NDTV
"Rs 4,228 For Grocery Bag?": Indian Souvenir Bag Sold On US Site Sparks Buzz Online
An everyday cotton bag familiar to most Indian households is now being sold as a high-end "souvenir" on the US luxury retail platform Nordstrom - and it's priced at a whopping Rs 4,228 ($48). Marketed by Japanese brand Puebco, the so-called "Indian Souvenir Bag" is described as a quirky, upcycled accessory designed for travellers and those who "love Indian culture." But for Indians, the bag is instantly recognisable - the same type of cloth bag once routinely handed out at sweet shops or snack counters, usually free with purchase. The cotton tote features brightly printed Hindi phrases like "Ramesh Special Namkeen," "Anita Confectionary Works," and "Chetak Sweets" - mimicking logos seen on packaging from small businesses across India. A screenshot of the Nordstrom listing recently went viral on X, prompting amusement and disbelief. "LOL - This is the take-home bag of a snack shop in my hometown in India. For sale for $48 at Nordstrom," wrote user Sheel Mohnot. LOL - This is the take-home bag of a snack shop in my hometown in India. for sale for $48 at Nordstrom — Sheel Mohnot (@pitdesi) May 21, 2025 Another user joked, "If my mother didn't get it for free after buying groceries, she would give the shopkeeper an earful and threaten never to return. That's the nostalgia I have." The listing sparked conversations about how everyday Indian items are often repackaged as exotic or vintage in Western markets, with steep price tags. While some are amused, others see it as another example of cultural appropriation marketed as global fashion. "Surprised it's only $48 and not $480," a user wrote. Another user commented, "If my mother didn't get it for free after buying groceries monthly from the shop, she would give the shopkeeper an earful and threaten to never step into the shop. That's the nostalgia I have. My mother wouldn't let me enter my own house if I paid Rs 4,500/- for it. Never!" "Arbitrage opportunity! Buy for $0.50 in India, sell for $48 at Nordstrom. Might be your most profitable venture yet," the third user wrote.
