LIFESTYLE | 20th June, 2025
Preserving Ancestral Techniques of Block Printing and Crafting Modern Elegance Rooted in Indian Tradition
Walk into The Raw India and it’s immediately clear, this isn’t just another brand. Located in Jaipur, the store functions as both a retail space and a working archive. It tells stories through textiles, motifs, and techniques that have been part of India’s cultural landscape for centuries. Here, heritage is not a buzzword, it’s the blueprint.
The brand was founded by Reena and Surbhi, best friends turned business partners, who saw an opportunity to build something rooted in craftsmanship and clarity. Their store doesn’t resemble a typical retail outlet. Tucked away on a quieter Jaipur street, the space features a subtle limewash façade. Instead of flashy displays or forced themes, the store is straightforward in its design compact but intentional. Visitors are greeted not by aggressive sales pitches, but by the brand’s most consistent greeter: their dog, who’s taken on the role of host with professional ease. Inside, the space reflects the brand’s priorities: hand-printed textiles, practical display units, and products that highlight work over decoration.
One of The Raw India’s key pillars is traditional block printing, one of India’s oldest methods of textile printing. This involves hand-carved wooden blocks dipped into natural dyes and pressed onto fabric. Each piece is made by hand, and no two patterns are exactly the same.
While covering the brand, Bonafide didn’t just observe this process, we got our hands inked (literally). The team was invited to participate in The Raw India’s hands-on block printing workshop held on their store premises. With wooden blocks laid out like tools of quiet rebellion and vats of natural dyes lined up in neat, earthy hues, we dipped, pressed, and hoped for symmetry. Spoiler: it’s harder than it looks. But in that moment, we understood this isn’t art you imitate, it’s art you earn.
The brand’s logo holds meaning beyond just aesthetics. The outer arch represents a shift from tradition to modernity, a passage from past to future. Floral motifs reference India’s artistic heritage, reinterpreted with a clean, modern sensibility. The tiger, placed at the centre, signals confidence and readiness. Together, these elements reflect the brand’s position—respecting what came before while adapting for what’s next.
From Left: Priyamvada Golcha and Simon Marks, founders of Khanoom Jaipur.
Product-wise, The Raw India doesn’t follow trends. Their clothing, jewellery, home textiles, and decor are designed with longevity in mind. From garments that are season-agnostic to furnishings that nod to architecture, the products reflect thoughtful research and refined execution. Their brass jewellery is bold without being loud. Their home pieces focus on functionality and durability. Everything is built to be used, not just admired.
Perhaps most crucially, The Raw India is consistent in its approach to collaboration. The brand works directly with master artisans across India, many of whom have learned their craft over multiple generations. These collaborations are not extractive—they’re based on fairness, design respect, and proper compensation. The artisans aren’t background players—they’re central to the brand’s identity.
At its core, The Raw India operates with a clear purpose: to connect the old with the new, without losing the integrity of either. It’s not trying to represent India in parts—it shows the whole picture, one block print at a time.
BLOCK PARTY, BUT MAKE IT HISTORIC
These aren’t your Pinterest prints. Each textile is hand-stamped with wooden blocks carved like design relics. No Ctrl+Z, no duplicates, no mass production. Just real skill, real ink, real time.
MEET THE CEO (Canine Executive Officer)
Forget salespeople. The first face you’ll meet at The Raw India is their dog — part mascot, part security, full-time vibe curator. Honestly, better energy than most store managers.
OLD BRASS, NO DRAMA
The jewellery isn’t screaming for attention—it’s got that quiet confidence. Clean, structured, and made to last longer than your influencer phase.
Glossary
Mordant
The clingy best friend that helps dyes stay put on fabric.
Dabu
Mud-resist technique where dirt does the design — messy in all the right ways.
Ajrakh
The PhD of block printing — 14 steps, zero shortcuts, full respect.
Craft Cluster
A pin-drop on the map where tradition goes full time, not part-time.
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BONAFIDE is a digital design platform that goes beyond aesthetics. We spotlight the thinking, intent, and craft behind meaningful design-not just the finished product. From architecture and interiors to product design and independent brands, we cover work that challenges the norm and pushes ideas forward.
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