Established in 1998, Janavi stands as a fine testament to the enduring appeal of refined traditional Indian craftsmanship and contemporary design sensibilities. Renowned for its exquisite cashmere creations, the brand seamlessly blends traditional artistry with modern-day
aesthetics, crafting timeless pieces that resonate with the global audience.
Janavi began its journey as a design studio and export house, collaborating with some of Europe’s leading fashion labels. In 2000, the brand embraced new creative direction by launching its eponymous label, transforming from a behind-the-scenes contributor to a celebrated name in its own right. Today, it operates as a family-run business under the visionary leadership of Jyotika Jhalani, whose unwavering commitment to quality and innovation has elevated Janavi to a global symbol of artisanal excellence.
Interestingly, despite having no formal education in fashion or design, Jyotika charted her own path to success. Her career began unconventionally when she left school at 15 and joined the World Bank at 18, where she honed her professional skills and broadened her perspectives. Drawing inspiration from her Kashmiri heritage and her upbringing in Delhi, Jyotika developed a deep appreciation for art, beauty and craftsmanship.
“I do not hold a degree in fashion, interiors or any other discipline. My upbringing in a remarkable Kashmiri family provided me with strong roots and a profound sense of identity.
As a child, I was always creative. Growing up in Delhi and studying at Modern School gave me exposure to arts, where I was an active member of the art studio, exploring various forms like batik, tie-dye and painting. I would often paint anything that inspired me, drawing deeply from the natural beauty of Kashmir,” Jyotika Jhalani, Founder and Creative Director of Janavi, told Apparel Resources in an exclusive interview.
Surrounded by the breathtaking landscapes and intricate handicrafts of Kashmir, Jyotika cultivated an eye for detail and an innate sense of design that became the core foundation of Janavi’s distinctive brand identity.
After a decade at the World Bank, Jyotika Jhalani took a bold step to redefine her career. Inspired by a vision to showcase the richness of Indian artistry on the global stage, she embarked on a journey to explore how India’s skilled artisans can collaborate with renowned international fashion houses.
Elaborating on the same, Jyotika said, “An exhibition in the United States gave me the confidence to use my creative instincts to craft beautiful designs. This ‘canvas for the soul’ became the foundation for my work. I began reaching out to luxury houses like Chanel, Burberry, Armani, Ferragamo, Dior and many others, introducing them to the unparalleled artistry of Indian craftsmanship, and thence, Janavi became a platform for celebrating the beauty of India and showcasing the incredible talent of our artisans to the world.
| I take immense pride in empowering our artisans, elevating them to stand shoulder-to-shoulder with designers. They are the true magicians who transform sketches into reality. Through Janavi, I celebrate craftsmanship, India’s rich heritage and the incredible diversity of our country— its myriad art forms, languages and techniques. Jyotika Jhalani |
Driven by this newfound momentum, Jyotika expanded her journey to Nepal, deep diving into the origins of Pashmina to source the finest materials directly. Taking a leave from the widely represented traditional Kashmiri designs, she envisioned a new creative direction— one that sought to reimagine the shawl. “What I have achieved today is a contemporary transformation of this timeless piece, blending heritage with modern aesthetics.” she explained.
PRODUCT ASSORTMENT, PRICING AND TARGET MARKET
Janavi’s product portfolio includes a wide range of luxurious cashmere accessories such as intricately embroidered shawls, scarves and stoles. Each piece is crafted with an exceptional attention to detail, combining heritage techniques with contemporary sensibilities to create heirloom-quality designs.
The brand boasts a diverse product range catering to men’s, women’s and home collections. For both men and women, the brand offers an array of shawls and stoles, each showcasing intricate embroidery, handwork and delicate embellishments and sequins. These luxurious accessories are complemented by a selection of premium home products, including blankets, cushions and soft furnishings, all designed with comfort and elegance in mind. Janavi also offers baby blankets and toys, crafted to provide the same level of quality and comfort for the youngest members of the family.
In addition to its accessories and home decor, Janavi’s exclusive apparel collections include cashmere jackets for men and distinctive capes for women. The brand also offers a curated selection of sarees, made-to-order based on customer demand. Personalisation remains at the core of Janavi’s offerings, enabling clients to tailor products to their individual preferences and style, further enhancing the luxury experience.
Despite being a luxury brand, Janavi has consciously positioned itself to offer products that remain affordable within the realm of premium fashion. Priced between Rs. 12,000 and Rs. 1,10,000, the brand challenges the notion that luxury must be exorbitantly priced, instead of allowing its quality to speak for itself. Every piece is crafted with meticulous care, reflecting a rigorous approach to design and production. From the delicate application of Kavya beads and sequins to elaborate weave work, velvets and ribbons, each piece is a multi-layered expression of artistry.
MAINTAINING A BALANCE BETWEEN TRADITION AND MODERNITY
At the heart of Janavi’s philosophy lies the interplay between tradition and modernity. The shawl, a quintessential symbol of Indian culture and heritage, serves as a versatile accessory for women across the country – from Kashmir to Kanyakumari. Traditionally used for warmth and adornment, the shawl has taken on a new identity under Jyotika’s visionary approach. Reimagined beyond its conventional role, it has become the essence of a modern jacket, seamlessly blending style and functionality.
MATERIALS, MANUFACTURING AND SOURCING
Janavi’s journey reflects a remarkable legacy, marking 30 years since its inception as a company and three years as a brand. Over the decades, Janavi has collaborated with 300 to 400 artisans and skilled workers, with a current workforce of approximately 320 artisans. This dedicated team brings expertise across a range of disciplines, including weaving, embroidery, handbag crafting and tailoring, ensuring that every aspect of production is executed in-house with precision and excellence.
“Everything we do is crafted in-house with meticulous attention to detail. Our Aryaan yarn is sourced from Mongolia and Ladakh, ensuring the finest quality for the exceptional pieces we create, which are designed to meet the highest international standards,” Jyotika highlighted, adding, “While the sourcing of fibres is done locally, we also incorporate materials from global destinations such as Japan and Czechoslovakia. We use threads from Anchor and Royal Thread Card, both of whom have been incredible collaborators. Royal Thread, in particular, worked closely with us to develop custom Pantone shades on their reels, perfectly tailored for our launch.”
Janavi strategically releases between four to six collections each year, aligned with key fashion seasons such as Spring/Summer, Autumn/Winter, Fall, Holiday and Resort. The brand’s New York showroom plays a pivotal role in shaping its designs, with its aesthetic influence guiding the selection of products stocked by major stores across the US. In India, Janavi tailors its offerings to resonate with the local market, often aligning designs with current trends that appeal to Indian consumers.
RETAILSCAPE
With a strategic focus on premium markets, Janavi has successfully expanded its global presence, establishing itself in prestigious retail destinations and appealing to a discerning clientele. Janavi stocks at approximately 130 stores worldwide and the brand is steadily expanding its e-commerce presence via a focused social media campaign. Despite this growing digital footprint, Janavi continues to maintain a quiet and refined approach to brand promotion, allowing its craftsmanship and reputation to speak for themselves.
| AR: What do you have to say about the consumer’s shift in perception from quantity to quality?
JJ: There has been a noticeable shift in the way consumers think and make purchasing decisions. Today, consumerism has become more measured and thoughtful. Retail therapy, while still a powerful indulgence, has evolved. It’s no longer about excess but about meaningful choices. It is definitely becoming something that people are going towards – handcraft, friendship, celebrating India and its craft. Armani is very much there in the global arena with brands like Dior and Chanel coming to India to create. AR: What is your personal vision for the future of Janavi and the impact you aspire to make within the realm of fashion and apparel, particularly in the context of India’s fashion landscape? JJ: Simply put, my vision for Janavi is to become the most cherished cashmere brand in the world. What sets us apart is our uniqueness— we don’t face much competition because of the distinctive brand identity we’ve created. Janavi is all about unparalleled quality and the luxury of owning something that reflects your personal style. Our creations carry a timeless essence, designed to be treasured and passed down through generations. Every shawl is a labour of love, a masterpiece infused with dedication and craftsmanship. From the first swatch to the finished piece, the journey is marked by passion and precision, making each creation uniquely Janavi. I take immense pride in empowering our artisans, elevating them to stand shoulder-to-shoulder with designers. They are the true magicians who transform sketches into reality |
