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Local brand – Ek Taara carving a niche | Jaipur Beat

We are half-way through 2020 and this year has made us all go through a lot – both negative and positive. But if we focus on the bright side of the coin as it resonates better with the spirit of Jaipur, there are a lot of good things that have happened too – one of the key being ‘realizing the importance of locally produced goods of all kinds.

Our Prime Minister Narendra Modi rightly emphasized the need of the hour – be vocal for local, which would not only help us revive the economy but will help the millions who have lost their jobs in this pandemic. And Jaipur is a city that is full of art and craft, jewellery, garments, linen, handicrafts, traditional craftsmanship and some home-grown brands.

Ek Taara’s hot pink saree!

One such brand that is newly emerging and is a perfect blend of traditional and modern sensibilities is Ek Taara – A Timeless Journey! It is a brand that is authentically made in Rajasthan and has empowered the local tailors, artists, karigars and printers; who are painstakingly creating the traditional craft in a contemporary package and are making the ethnic collection absolutely fun to wear.

Indigo saree to suit any occasion!
Ethnic prints with a contemporary freshness!

Boasting of prints that embody a touch of whimsy and traditions, Ek Taara gives due importance to upcycling and make products like dupattas, sarees and apparels, clutches, handbags, stoles, cushion covers and even toys. Their collection symbolizes a mix and match of different forms of tie-dye, block printing, screen printing and more.

Ethnic yet very modish dress!

So if we the Jaipurities put on our best foot (read as click) forward, we would help local business thrive like never before, thereby helping the artisans believe in us once again. And did you know there’s a reason why Jaipur, in Rajasthan, brings to mind rich textiles, colorful pottery, and bright bangles.

The Pink City is the handicraft capital of India, home to 4,000 sari makers, 35,000 marble workers, and 1,000 bangle makers. These industries have been alive since ancient times and, with our little push and help will still manage to exist in a fragile state today.

You could visit Ek Taara @

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