Brand Research by Mansi Tiwari

An overview.

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JODI (often styled as The JODI Life) is a Pune‑based slow‑fashion label founded in 2014 by former fashion stylists Gauri Verma and Karuna Laungani. The brand sits at the intersection of craft and high‑street, translating Indian artisanal techniques—hand block printing, clamp dyeing, appliqué, embroidery—into playful, print‑led capsule collections. JODI’s visual language is bold, whimsical and illustrative (animals, fruits, botanicals, imaginary creatures), and their dresses and relaxed separates dominate the range. They emphasise small‑batch production, natural fabrics (cotton, khadi, silk), and an accessible price point for Indian artisanal wear.

Founders of the brand.

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Founded by Gauri Verma and Karuna Laungani; the name JODI means ‘pair’ in Hindi and nods to the founders’ partnership and playful pairings. Their background as stylists at ELLE informs the brand’s editorial sensibility and knack for trend‑aware product mixes.

Core values.

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craft revival, joyful design, sustainable & natural fabrics, small batches.

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Taragarh Silk Pantsuit

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2.75 meters of Gajji silk sourced from Gujarat has been used for this piece. Hand-block printed in Jaipur. Hand embroidered and manufactured in their workshop, Pune India.

Motifs & Prints.

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Recurrent motifs: flora (leaves, flowers), fauna (seahorses, birds, horses), whimsical creatures, and playful objects (shells, fruits). Motifs often appear as large single‑repeat block prints or clustered all‑over repeats.
Treatment: hand‑block and hand‑appliqué give the prints an imperfect, humanised edge—visible registration shifts and small irregularities are embraced as charm

Moor Blouse

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Moor blouse is crafted in hand-block printed cotton featuring their signature blooming florals. The standout detail in this garment is a lace-up front that lets you adjust the fit to your liking. Folded cuffs lined with contrast block printed checks add a playful twist to this relaxed silhouette.

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Color Palette.

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The brights bring energy and playfulness, perfect for their bold prints. The pastels add softness and calmness to balance the vibrancy. Earthy tones connect to Indian craft traditions and give a grounded feel. The deep accent adds richness and drama to designs. Together, these colors create a mix of fun, tradition, and modern vibrancy that reflects Jodi’s identity.

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Inaaya Silk Dress (Rs.18,999)

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This Mashru silk dress is crafted in a traditional, fine hand-block print with a wide neckline and a low back. Tailored for a slim fit, its midi length is complemented by a slit along the front. The dress is illuminated with contrasting sequins and hand embroidery. 3 metres of Mashru silk fabric sourced from Ahmedabad has been used for this piece.

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Amari Top (Rs.8,999)

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Effortless summer chic with this hand-block printed top. Crafted in lightweight linen satin, this relaxed silhouette features abstract florals drawn in-house and is cinched with a soft elastic for a flattering shape. Hand embroidery details add a touch of whimsy, while the wide neckline and cap sleeves keep it airy and elevated.

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Malabar Handloom Dress (Rs.12,490)

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Hand-block printed and crafted in handloom cotton, it’s a relaxed fit dress that comes with a belt for adjustment, hand-embroidered pearl detailing on the neckline and stitch details around the hem. 5 metres of handloom cotton fabric sourced from Jaipur has been used for this piece. Hand-printed by artisans in Jaipur, manufactured in workshop at Pune, India.

This product is hand-printed in Jaipur, India using traditional techniques.

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Fabrics used.

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Natural fibres dominate, cotton (various weights), khadi, linen‑like weaves and occasional silks (Jodi Silk line).

Production approach

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Small‑batch, sometimes made‑on‑demand; emphasis on employing local artisans. The brand states a sustainability intent—reduced waste, natural fabrics, craft support.

Ika Skirt (Rs.7,800)

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It is cut from lightweight muslin and hand printed in the bold animal print which features an adjustable ruching effect that falls to an asymmetric hem. 2.5 metres of Muslin Viscose fabric sourced from Jaipur has been used for this piece.

Surface Techniques.

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Hand block printing: bespoke block carved motifs repeated across surfaces.
Clamp dyeing / tie & dye (bandhini): used for graduated or variegated colour pieces (kaftans, slip dresses).
Appliqué & embroidery: used as decorative layers — e.g., bejewelled animals or raised motifs.
Hand finishing: many pieces are hand‑finished to maintain artisanal feel.

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Lobster T-shirt (Rs.7,800)

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This woven top features a ribbed neck and is hand-embroidered with our playful lobster motif in bright red, adding a dash of whimsy.

Emi Long Tunic Set (Rs.19,800)

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The sage green longline tunic is adorned with floral appliquéd motifs—crafted from leftover fabric cuttings—making each piece delightfully one-of-a-kind. It’s paired with wide-leg pants in our striking hand-block printed stripe. The highlight is the hand-embroidered detachable bird charm.

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Okapi Oversized Men's T-shirt (Rs.6,990)

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It’s crafted in pure bamboo knit that feels like second skin and handblock printed in signature JODI blooms. 1.1 metres of Bamboo Knit fabric sourced from Himachal Pradesh has been used for this piece.

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Wrap & tie dresses: bias or straight cut with wrap ties, adjustable fit, midi or knee length — often printed all over.

Construction: bias cut for drape, French seams or overlocked finishes, internal waist ties.

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Shirtdresses & shirt‑tops: straight shirt bodies, button plackets, chest pockets, sometimes with applied motifs.

Construction: classic shirt collar, yoke, cuffed sleeves.

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Kaftans & loose shift dresses: generously cut for movement, minimal shaping, perfect for clamp‑dye pieces.

Construction: wide arm openings, simple side seams, finished hems

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Slip & cowl neck dresses: delicate straps, bias cowl necklines, asymmetrical hems—often in clamp‑dyed silks/cottons.
Skirt & top sets / co‑ords: full or A‑line skirts paired with cropped shirts — often matching prints.
Outerwear / jackets: boxy, double‑lined lightweight jackets with print linings or applique details.
Kurtas / kurta sets: recognisably Indian separates adapted into high‑street silhouettes.

Fits

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General approach is relaxed and inclusive; many products carry a wide size range (XXS–XXXL noted on website). The silhouettes favour comfort over structured tailoring.

Construction & Layout

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Prints frequently centered on front panels or placed to sit on body focal points (large animal motif on bodice, borders on hems). For apparel layout, blocks are often used as all‑over repeats or as large, single motifs (placement prints).

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Collection ideation

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Theme‑driven: Each collection has a clear theme (e.g., Where The Wild Things Are). The theme determines the print story (motifs), palette and chosen silhouettes.

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Narrative pulls: Collections reference childhood tales, travel, art, and heritage crafts — the team translates these references into block‑carved motifs or repeat patterns.

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Lookbooks: Visual narratives are shot as mini‑editorials; lookbooks often pair exaggerated prints with toned backgrounds and editorial props to reinforce story

Visual Identity

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Logo : a winking eye logo, simple wordmark; the identity communicates playfulness.

Market Distribution

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direct‑to‑consumer via thejodilife.com, physical flagship stores (Delhi, Mumbai, Pune), and presence in multi‑brand stockists and international retailers. They are also found on curated Indian platforms and select international stockists.

Price band

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mid‑to‑premium for domestic high‑street—dresses often range in the INR 10,000–25,000 bracket (varies by fabric and technique), positioning them above mass market but below high luxury.

Target customers

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urban, design‑sensitive, 25–45, interested in crafted, playful clothing and willing to pay for artisanal production.

Recognition

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JODI has been featured in national glossies and fashion outlets and has won recognition in India’s fashion circles (early Grazia Young Fashion Awards, features in ELLE, Vogue and Harper’s Bazaar). The founders leverage editorial networks (former stylists) for high‑visibility features and collaborations.

Africana Day Dress (Rs.12,490)

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Amari Wrap Dress (Rs.12,490)

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Kuro Asymmetrical Shirt (Rs.12,490)

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Kuro Dress (Rs.13,490)

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Moro Shirt (Rs.11,200)

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Salima Silk Pantsuit (Rs.27,990)

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Genda Silk Maxi Dress (Rs.27,990)

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Noura Silk Wrap Dress (Rs.25,990)

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Meso Applique Bib (Rs.9,490)

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Meher Silk Skirt & Corset Set (Rs.32,980)

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Dress Types & Lengths

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Midi & Maxi Dresses: Many of their dresses are midi-length (just below knee to mid-calf) or maxi (full length).
Short / Mini Dresses: They also have mini / short dress variants
One-shoulder / off-shoulder / asymmetrical: Some dresses show one-shoulder cuts or ruffles at shoulder (for visual drama).

Bodice / Waist / Fit Details

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Empire Waist: empire waistline with fabric buttons, which gives fitted bust region, then flows.
Relaxed / Boxy Fit: Many dresses are cut loosely for comfort.
Tie waists or drawstrings: Some pieces include tie-ups at waist or back — that allows adjustability.
Scalloped / Decorative Necklines: Dione Scallop Dress has a scalloped embroidered neckline, emphasizing decorative finish.

Sleeves

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Puffed / Dramatic Sleeves: The Night Jasmine Dress mentions “dramatic double puffed sleeves.”
Long Sleeves / Bell Sleeves: In Sanctuary collection, voluminous sleeves appear.
Bishop / Peasant Sleeves: Some dresses like “Olive Peasant Dress” have bishop sleeves — loose, gathered at wrist or cuff.

Necklines & Closures

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Plunging Necklines: Night Jasmine Dress has a plunging neckline.
Round Neck, Collar, Scallops or Embellished Edges: Dione Scallop (scalloped neckline), peasant dresses with tie-up collars.
Buttons / Zippers / Tie Closures:
- Side zippers in some fitted dresses (Dione Scallop Dress has side zipper).
- Back tie up in dresses like Noa Short Dress.

Fabric & Material Influence on Silhouette

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Lightweight Natural Fabrics: Cotton, hand-woven cotton, muslin silk, lightweight silks, lurex mix (for shine) etc. These fabrics drape softly, move well, allow flow.
Texture / Weave Factor: Handwoven / hand block printed fabrics may have some stiffness, body which influence how silhouettes hold shape. Also plays into how fullness (pleats/gathers) behave.

Overlay / Layer / Special Silhouette Effects

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Overlays / Jackets / Light Drapery: Some dresses are paired with light overlays or jackets in their collections.
Ruffles & Frills: Ruffle detailing on shoulders or hems (e.g. One-shoulder Ruffle Dress) adds volume and visual interest.