Indian Jhola Sells for ₹4,000 in the US, Sparks Outrage Online: ‘Who’s Paying This Much?’
Indian Jhola Sells for ₹4,000 in the US, Sparks Outrage Online: ‘Who’s Paying This Much?’
In countless Indian homes, the humble jhola a simple, multipurpose cloth bag has long been a staple. Whether used for grocery shopping or packed with love by mothers sending their children off to distant cities, this eco-friendly, reusable cotton or khadi bag is as practical as it is nostalgic. It’s more than just a bag it’s a symbol of simplicity and tradition.
But this modest cultural icon has now found an unexpected spotlight on foreign shores. Luxury American retailer Nordstrom is selling what it labels an “Indian Souvenir Bag” for $48 roughly ₹4,100. The bag, made by Japanese brand Puebco, is described as a repurposed item with global appeal. For Indian audiences, however, it’s a jarring transformation of a bag that’s often handed out free with snacks or costs less than ₹100 at local markets.
Adorned with prints from familiar Indian snack brands like Ramesh Special Namkeen and Chetak Sweets, these designs, printed in bold Hindi letters, have been reimagined as trendy graphics for an international audience. Nordstrom markets the bag as a “must-have” for travelers and admirers of Indian heritage—touting it as both functional and fashionable.
The product exploded online after a video posted on May 20 gained over 500,000 views. Reactions on Indian social media ranged from shock to sarcasm.
“$48 for this? My desi heart can’t take it,” one user posted. Another quipped, “We had the famous Vimal tobacco jhola now we get this bland namkeen version?” Some joked about launching their own luxury jhola startups: “I’ve got ten of these at home. Should I open a boutique?” Others expressed concern over cultural appropriation, with one user writing, “Next, they’ll be selling lungis as Scottish kilts.”
For many Indians, the idea of repackaging a common household item into a high-end product abroad feels both amusing and unsettling. While jholas have always stood for frugality, environmental consciousness, and tradition, their reinvention as a pricey fashion statement is prompting a wave of introspection and memes online.
