Gauri and Karuna first crossed paths at Elle magazine, where a shared obsession with craft and the coincidence that they each had a twin, sealed an instant friendship. Jodi, named after the Hindi word for pair, grew from that bond. Their winking eye logo says it all: a love of humour, and of unexpected pairings — print and colour, craft and high street, India and the world. 

The hunt for the right production partner took them across the country — from Telangana to Gujarat and finally to old Jaipur — where they found Shankarlalji, a generational hand-block printing artisan. Over chai on his terrace and long sessions in his workshop, the first Jodi collection of 30 pieces was born. Years later, Shankarlalji's son Vicky welcomed his own set of twin girls. Some things are simply meant to be. 

Today, Jodi is a Grazia Young Fashion Award winner, a fixture in the pages of ELLE, Vogue, Harper's Bazaar and Femina, and stocked at retailers across America, Dubai, Kuwait, Saudi Arabia, Singapore and the UK. 

We are building a label that prioritises fair wages, handcrafted quality, and the livelihoods of the people behind every stitch. We partner with over 50 small-scale, family-run artisanal businesses — from block printers in Jaipur to weavers in Bengal and dyers in Kutch — and we are proud of the relationships we have built with each of them. 

We dream of growing Jodi into an enduring heritage brand, one that puts the spotlight back on India's rich legacy of craft and design. 

Every Jodi piece is handcrafted, hand-printed, hand-dyed, hand-stitched, and passed through multiple pairs of skilled hands before it ever reaches yours. Everything is drawn and designed in Pune and developed in close partnership with our network of small-scale artisanal manufacturers. We produce a limited number of pieces each month, most of them made to order, which is why it might take up to two weeks for your order to arrive, and why we think it is worth the wait. 

Block printing is India's love letter to cloth; with each region writing its own verse.

Jodi carries this story forward with its own rhythm. Designs are first hand sketched on paper, then handed to the nakashikar (wooden block maker), who carves our ideas onto wooden blocks. Our master craftsmen, block printer Shankarlal and his team, stamp life onto fine, handloom cotton and silk with meditative precision. The nuance of any block-printed textile lies in the precision of the carving, the material used to make the block, the depth of the dyes, and the skilful use of mordants. Jodi currently owns over 350 original blocks, carved from sheesham wood, and works exclusively with azo-free dyes.

Not every Jodi print begins with a carved block. Some designs start as hand-drawn illustrations, sketched by our design team and translated into digital files before being printed onto fabric — allowing us to work with finer lines, more intricate detail, and a broader colour palette, while retaining the handcrafted spirit that defines Jodi. 

Colour is as central to Jodi as the cloth itself. We love playing with colour and pattern, and we experiment with different dyeing techniques across our collections.

Clamp dyeing is one of our favourites — fabric folded concertina-style into a precise pattern, held firm with wooden clamps, then submerged in dye. The process is repeated layer by layer for each additional colour, before the cloth is washed with a dye fix and finished in a heat drum. Our dyers in Mumbai and Pune work exclusively with non-toxic, Azo-free dyes — vibrant, lasting, and kind to the environment.

We also practise natural dyeing, one of the oldest crafts known to human hands. Drawing on dyes derived from plants, minerals, and organic sources, we use this technique to colour select fabrics, including our denims and the textiles woven by our Bengal weavers.

Indian craftsmanship, especially with embroidery, has long supported global fashion houses with both skill and vision. At Jodi, we draw on our own legacy while turning to the folk traditions rooted in India's villages — storytelling in slow motion. 

Our designs borrow from folk murals, roadside shrines, and tribal-inspired tattoos. They are not without whimsy — a Jodi guiding principle; a lobster motif here, a fantastical creature appliquéd there. Threads and beads loop, twist, wander, and occasionally disobey. A single motif might travel from a Gond wall to a cotton sleeve. Each handmade piece carries a unique signature, ensuring no two pieces are ever completely alike. 

Jodi's silk pieces additionally utilize a range of techniques and materials, intricate hand-embroidery techniques, including zardozi, pita work, and three-dimensional beadwork — each piece an intimate conversation between hand, needle, and imagination. 

Jodi extends its print language into menswear with the same commitment to craft and surface. Hand-carved blocks and fine embroidery move onto shirts, tailored jackets and relaxed kurtas.

Motifs are rescaled and recoloured to suit sharper lines and structured cuts. Each piece keeps the ease of wear and tactile depth that define Jodi's textiles, made with the same patient rhythm of print and hand. 

Jodi Silk began as an experiment in transformation, bringing signature block prints and bold florals from day to night. Each piece, cut from pure silk — raw or mulberry silk from West Bengal, Mashru from Gujarat — is designed to move with lightness and ease, offering eveningwear true to the Jodi spirit.

Its natural sheen and gentle touch enhance our signature experimental silhouettes that feel modern, yet remain deeply handcrafted. Sequins glint like constellations, beads trace quiet rhythms, and embroidery breathes through every seam. Zardozi and pita work lend depth and texture. Jodi Silk is our idea of evening wear — voluminous, multi-panelled skirts, sari-dresses and cocktail dresses that are tactile, luminous, and unmistakably Indian. 

Jodi is a lifestyle. Our love for craft is visible in everything we create and in the community we want to build. In 2020, during lockdown, we decided to bring the work of talented artists and craftspeople from across the country directly to our clients. The result is Jodi Home — a marketplace of niche décor and lifestyle handcrafted brands. 

We ourselves delve into ceramic art, lamp making, and original art prints. Our ceramics are everyday essentials with a twist — little handcrafted symbols of love from our table to yours. Our lamps are locally made and carefully handcrafted by artisans in exclusive Jodi prints, block-printed in Jaipur. Our original art prints are inspired by the idea of soulmates, forever friendships, empowered women, and souks and markets all over the world, printed with archival inks on 400 GSM Hahnemühle Daguerre Canvas. 

It takes a small army to make a Jodi — and we wouldn't have it any other way. Block makers and block printers, weavers and embroiderers, dyers and tailors, pattern masters and quality checkers, designers and production wizards, our graphic and content team, customer care, and everyone holding it all together behind the scenes. 

Each person, each pair of hands, each step in the process adds something irreplaceable. By the time a Jodi piece reaches you, it has been shaped and perfected by many — and that is exactly what makes it special.