How The Jaipur Studio Is Taking Jaipur's Craft Online

Jaipur has dressed India for generations. Its block printers, dyers and embroiderers have kept centuries-old techniques alive, often working from small family workshops. Yet for many of these artisans, reaching customers beyond local markets has always been the hard part.

The Jaipur Studio set out to close that gap. Founded in2018 by Shalini Bhatheja, the women's ethnic wear brand brings Jaipur's traditional crafts to shoppers across India and abroad through its online store.

Rooted in a craft legacy

The brand works with Jaipur's artisan community, whose craft legacy traces back to 1950. Its collections cover the techniques Rajasthan is known for: hand block printing, Bandhani tie-dye, Leheriya, Kalamkari and Ajrakh, finished with hand embroidery, mirror work and applique.

Craft that works for everyday life

The Jaipur Studio's focus is wearability. Fabrics lean towards comfort, with pure cotton, mul cotton, muslin and Kota Doria at the core, alongside Chanderi, linen and Mashru silk for festive pieces. The range spans everyday kurtis and co-ord sets to dupatta sets and a wedding edit for Mehendi, Haldi, Cocktail and Trousseau occasions.

Prices are designed to be accessible. Everyday kurtis start at around ₹995, while festive sets mostly sit between ₹2,600 and ₹4,900.

Sizing for real women

One of the brand's clearest differences is its size range. Most styles run from M-38 to 9Xl-52, with many extending to 9XL-58, and a dedicated plus-size ethnic wear section. The brand says it keeps expanding sizes in popular styles based on customer feedback.

Building trust online

Selling handmade textiles online has its own challenges. Natural dyes can release colour in the first wash, and hand prints carry small irregularities. The brand addresses this openly, explaining care instructions and craft details on product pages and in its FAQs.

That transparency appears to be working. The Jaipur Studio has collected more than 1,400 customer reviews on its website, with shoppers often mentioning fabric comfort and fit. Its bestsellers include Ajrakh dupatta sets, Kalamkari kurta sets and cotton co-ords. The brand also offers cash on delivery, free shipping on orders above ₹1,500, international shipping and physical stores in Jaipur and Hyderabad.