In nearly every Indian household, there exists a common, trusty companion, the ‘jhola’, a multipurpose cloth bag that quietly serves a vital role in everyday life. Be it for stocking up on groceries or for doting mothers preparing their children for a move to urban centres for work or study, this unassuming bag has long been an integral part of Indian culture.
Indian jhola goes international
But now, this everyday essential has taken a surprising turn. A Japanese brand called Puebco is selling what it calls the “Indian Souvenir Bag” on Nordstrom, a luxury American retail site. The price? A steep $48, which is roughly Rs 4,100.
The bag features familiar prints like “Ramesh Namkeen” and “Chetak Sweets,” printed boldly in Hindi. What’s considered ordinary in India is being marketed abroad as a fashionable, cultural accessory, “perfect for travelers,” according to the listing. A video of the bag went viral on May 20, sparking mixed reactions across Indian social media. While some found it amusing, others questioned the pricing and the sudden global interest in something so everyday.
What in the name of scam is this!! Jhola being sold at a premium department store Nordstrom for $48! 😭😭
I’m a homesick person but even I haven’t reached these levels of nostalgia. pic.twitter.com/Zouw2rLpke
— Wordita (@wordi25) May 21, 2025
What is basic, functional, and humble ‘Jhola’ to us is ‘Indian exotica’ to someone else 😁 Reminds me of the old joke about someone buying an ‘exotic’ Japanese artifact with Japanese inscription on it. One day, they met a Japanese person and asked them to translate it for them.… pic.twitter.com/hTW7B3o7ZY
— Karthik 🇮🇳 (@beastoftraal) May 22, 2025