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For many Indians, however, it’s just the same grocery bag they’ve been using for years.
It is available on Nordstrom for $48 (Rs 4100). (Photo Credits: Instagram)
The jhola is an indispensable part of every Indian home, whether it is for grocery shopping or for desi mothers packing necessities for their children who are relocating to large cities for work or school. This basic bag, often made of cotton or khadi, is sturdy, useful and infinitely recyclable. It holds a unique place in the hearts of Indians worldwide since it contains memories and a profound sense of familiarity.
You’ll be shocked to know that the simple and humble jhola costs $48 (about Rs 4,100) at Nordstrom, an upscale American store. Marketed as a quirky, repurposed accessory, the Japanese company Puebco calls it the “Indian Souvenir Bag.”
According to Nordstrom, it’s “a must-have for any traveller or lover of Indian culture” and a “stylish bag, adorned with unique designs, perfect for carrying your essentials while showing off your love for a beautiful country.” Names like “Ramesh Special Namkeen” and “Chetak Sweets,” which are well-known in India, are displayed in bold Hindi on the bag and have been turned into an eye-catching selling factor.
Many Indians still use it as their regular grocery bag, which they have had for many years. This bag is currently positioned as a fashion statement abroad, while it was once given out for free with purchases in local Indian markets.
“Next it’s gonna be some “spiced and crisped snacks”. But we know that it’s just Haldirams. (don’t confuse this with inclusivity),” an Instagram user wrote while captioning the video.
The video was shared on May 20 and it got over 5 lakh views so far. The video soon became popular and received a wide range of responses from Indian social media users.
A user wrote, “48 dollars for this. My indian heart is about to cry.”
Another commented, “Wasn’t only Vimal tobacco Jhola popular, what’s this cheap-looking namkeen thaila doing?”
“How can I sell? I have like 10 of these at home,” an individual reacted on Instagram.
“They will start selling lungi and mention it as a Scottish drape,” another user chimed in.
Jholas are reasonably priced, useful and environmentally beneficial in India; they often cost less than Rs 100 and some retailers give them away for free.
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