Label Jagruti is a pioneer in weaving tales of Indian culture and tradition blended with the  contemporary style. Established in 1990, the brand has always believed in helping artisans and  shaping the future where our cultural heritage and traditions are thriving. It has traveled a long way  filled with hardwork and determination and now has strengthened its place as a brand that caters to  everything ranging from ethnic wear to home décor to accessories.

We believe in helping the artforms survive and to help the artisans in the process of it all and so We,  as a brand, hope that you also get immersed in the love of our heritage and help in the process to  keep it alive and blooming.

Vision: To preserve our valuable cultural heritage along with creating awareness around the globe  about how beautiful our art, craft and culture is.

Mission: To support and promote Indian artforms which in turn also supports the artisans, helping  and empowering women to grow individually and to create pieces inspired by our traditional  heritage with contemporary styles.

Our Story:

Our culture and traditions is what makes India unique and diverse among other nations and Label Jagruti has always believed in preserving it in any way it can contribute.

The official establishment journey as a brand for Jagruti though started in 1990 but the hardwork,  determination to make it what it is started a while back.

The Designer and Owner of Label Jagruti- Mrs. Jagruti Shah always had a passion for designing and to  explore, observe and learn about the artforms our nation had to offer.

Her mother ran a business where they reinvented designs by old materials and sell them. She started  to have a keen interest in learning about different fabrics, how they work together and what are the  popular artforms only when she was a child in school and helped her mother in the business learning all along.

As Mrs. Jagruti grew her knowledge, observation skills doubled with the experience she received  by the interactions with artisans, vendors and others relating to her business. She learnt in depth  about the traditional Bandhani work and not only that but also developed a few new colors to dye  the fabric in. She kept reinventing herself in the changing eras and never gave up on her dream of  designing and to keep our heritage intact no matter what hardships came her way.

The cornerstones of a brand were always being built when she started exploring and observing and  the brand came into being in 1990 after her marriage with Mr. Pulin Shah who is currently the  numbers guy- taking care of the finances and helping her all the way through 1990 and standing  beside her like a strong wall.

With growing time the brand also grew with many happy customers and the changing locations that  eventually came with a bigger platform to preserve and promote Indian culture blended with  contemporary styles.

Now the brand caters to wide range of products to shop from with the important support from her  son Mr. Jainam Shah who also designs beautiful ensembles and manages business development that  surely helps the brand to flourish.

With the advent of new competitors each passing day, we are striving to make a difference for artisans of India who help in preserving our valued heritage and make our place among the fast  growing world of textiles.