Launch of the Indian luxury handbag brand “Aranyani” in New York

In keeping with the focus of the ‘Make in India’ and Local for Global’ campaigns, India’s first luxury handbag brand fusing traditional Indian craftsmanship, contemporary format and design has been launched at the Consulate General here.

Aranyani’ exclusive collection of handbags, which means Forest Goddess in Sanskrit, was showcased at a special event held at the Indian Consulate General here as part of efforts to raise awareness of Indian products on the world stage and increase India’s export profile.

Consul General Randhir Jaiswal, addressing a gathering at the event on Wednesday, said the launch of Aranyani’ symbolizes the best of India in New York and combines the best of the traditional and modern worlds.

It is an Indian attempt to dive deep into our past and see how we can shape a sustainable future. It combines India’s best centuries-old craftsmanship with new era design and fashion, he said.

Jaiswal said the product is an idea that reflects the ‘dynamism’, energy, entrepreneurship and entrepreneurial spirit of India today.

While creating the brand, Haresh Mirpuri, Founder and Chairman of Aranyani’ and Sai Lakshmi Industries, told PTI that he was inspired to make India’s name proud globally.

He said it was time to create the first modern luxury handbag from India, which is the oldest civilization known to mankind and has developed architectural and manufacturing skills over centuries.

This luxury creation journey is actually a very spiritually uplifting journey personally. I believe that building a luxury brand requires a positive impact at every touchpoint. We started this process by creating a workshop that respects people and our environment, he said.

Aranyani’, which follows a zero-waste manufacturing strategy, is a paperless and plastic-free workshop and honors its artisans by inscribing their names in every QR code on every bag, ensuring the buyer knows who made the product, has said Mirpuri. .

He said the brand follows a design philosophy that reminds us of nature’s contribution to our lives by incorporating modernity into its design and art forms while using traditional skills.

Mirpuri said he was ready to launch the brand in February 2020, but the plan was impacted due to the COVID-19 pandemic, a time that tested the strength of our belief as a community. growing bound by SAI’s values ​​of service, outreach and inclusiveness.

The company is looking to partner with select retailers in New York and also plans to open stores in London and then New York.

The consulate said the event was part of efforts to bring Indian products to the world stage and raise India’s export profile, a step in the direction of the Vocal For Local and Local for Global campaign. of Prime Minister Narendra Modi.

Jaiswal noted that the government-backed program called One District One Product’ (ODOP) aims to put on the global map as well as the inland map of India at least one product from every district in the country because it is the kind of depth, traditional knowledge, craftsmanship, craftsmanship and industry that we have.

India recorded a record $418 billion in exports in 2021-22, an increase from $292 billion in 2020-21, years which saw the raging COVID-19 pandemic, added Jaiswal.

Deputy Commissioner for Trade, Investment and Innovation in New York City Mayor Eric Adams’ Office of International Affairs, Dilip Chauhan, said the pandemic presented challenges for New York City.

He stressed that, just like in the aftermath of the September 11 attacks and the 2008 financial crisis, the dynamic city will rebound and recover from the pandemic with the support of the business community, the diaspora and its inhabitants.

(Only the title and image of this report may have been edited by Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)

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