Why Jute

En Inde, as a brand, has a deep-rooted commitment towards utilising art in contribution towards a greater good. Focusing on social and environmental issues is at the core of the brand values with Anupama S. Lalvani’s (Founder and Creative Director of en Inde) vision coming alive through the use of natural, sustainable fibre and metals, the two primary ones being steel and jute.

Jute is vegetable fibre that has been found to have been used for textile production as far back as ancient Indus Valley Civilisation in the 3rd millennium BC. India remains the main producer of jute worldwide to this day, with its areas of usage only topped by cotton. In stark contracts to cotton, jute requires little to no fertiliser or pesticides during cultivation making it an environmentally friendly and sustainable fibre. In fact, jute is known as the most eco-friendly, biodegradable and recyclable natural fibres in the world.

The process of creating jute yarn starts by harvesting the stems of the plants. They are then kept in slow running water for up to one month. This process is called retting and it involves the bacteria dissolving the glue-like material holding the fibres together. They are then stripped away from the stems and milled manually until the fibre strands are separated, then they are washed, dried and shipped to the jute mills for processing the yarn.

In spite of jute being one of the highest revenue-generating industries for India, the infiltration of foreign brands and globalisation backed by massive investment diminished the demand to a great extent. Plastic products could be supplied quicker and at half the cost of jute, reducing the demand and bringing the industry into hardship. However, as we face an existential crisis point for the planet there are calls for concentrated efforts to rejuvenate the use jute in everyday life.

The government has finally put their weight behind small struggling groups working to resurrect the handloom and craft industry. India’s current Prime Minister, Narendra Modi recently declared that their efforts to re-develop the handloom sector will create employment opportunities for the countless highly skilled craftsmen and weavers of the country; as well as bring new opportunities for empowering women and building bridges to surpass the socio-economic barriers in India.

Jute and en Inde

It is the qualities of this fibre, aside from the environmental aspect, that draw designer Anupama to utilise it for realising her designs. Jute is raw and strong in balanced with its supple and unassuming nature. It is pure, honest and unapologetic.

Anupama explains: “As an artist I use it because it represents the colour of earth and for the uniformity of the fibre itself. It softens with wear and maintains a lustre. To me it’s the ‘natural’ choice for a material to sit in contrast with steel. Along with the craft it has given en Inde the perfect language to communicate the unjust societies that we live in. It is a socio-political stance to eliminate the socio economic barriers that separate us….. especially in India (the prevalent caste system etc). I live in the hope that it will resonate in the same way Khadi does. …… As an Instrument of socio-economic and political change.” – ASL notebooks, 2007

As a socially conscious brand, en Inde sources jute carefully, with focus on choice of farmers and suppliers in order to ensure a fair and responsible chain of production. The emphasis is that there is pride, respect and care in every aspect of an en Inde creation. Every piece is handcrafted from the harvest of the plant to the finished jute jewelry like necklace in a slow organic process.

Anupama Sukh Lalvani, Founder and Creative Director of en Inde along with Sonal Sood, Co-founder and Director, en Inde, created the brand to challenge and narrow the gap between the contemporary society and the world of fashion. Their wish remains for the wearer of their work to realise their own strength and unique presence; being honest, responsible and unapologetic in their existence.

Sonal says: ‘Anupama and I believe that we will see, as Khadi became a symbol of resistance in its time, Jute will become a symbol of strength for our time. Khadi has over recent years gone from a fabric of austerity through a rebirth of sumptuous designs and embroideries giving it a luxurious spin. The result is a newfound interest both nationally and internationally for its use. We know the same can be the case for jute and en Inde is actively educating about this through manifestation. The fibre’s core qualities resonate with the personal values of us as the founders and those of the brand. Through all our visual experiences from installation work, photography and individual pieces of jewelry made of jute, en Inde wishes to move this once humble fibre into a new golden age.’

Stylish Ways to Wear En Inde Jewellery

Style is a reflection of your attitude and your personality – you may have heard this quote a thousand times and over and yet it has never lost its relevance since time immemorial.
You define yourself through your style and when you are thinking of adding oomph to your wardrobe and highlighting your fashion sense, nothing can beat the right pieces of jewellery.
But who knew amidst the raffish and garish market area of Lajpat Nagar, New Delhi, you can reinvent a house that integrates class and emotions to produce the perfect blend of contemporary jewellery – En Inde.
En Inde revives the age-old thread craft of patwa with the Indian subcontinent as the backdrop. Originating in Rajasthan, the word “Patwa” has been derived from the Hindi word “Pat” meaning silk.
Traditionally, this section of jewellery involved works of golden and silver threads. Parandi, nadas, pironas of necklace, tassels, payals and rakhis – all exemplified Patwa.
However, En Inde has resurrected this traditional art and almost given it a new form. The handcrafted pieces produced from the house of En Inde do not comprise of the flashy ornaments of pleasure of the bygone days made of gold and silver.
Instead En Inde has brought forth robust architectural pieces in steel and jute while retaining the feel of the ancient craft. These are allegorical, stand out with their symbolic representations, and force the onlooker to contemplate.
Here are some ways in which you can style up with this unique form of jewellery – the En Inde jewellery.

  • Go for an En Inde Casual Layered Necklaces for a Boho/Contemporary Look –


    The hippie chic style is well represented by the layered necklaces presented by En Inde. Most of them are made of the natural strands, steel as well as jute. In the early 2000s, the boho-chic style conquered the ramp-look and most of the precious jewelleries were created in this style. The multi-layers made of steel or jute in combination with the other materials such as thread, leather, sandle wood beads, usually make up these necklaces. The multi layered necklace can be donned with western wear and can be a great embellishment with the Indian wear, simultaneously. These are usually one-piece necklaces with the layers portraying different heights.

  • Wear an En Inde bold necklace and make a statement –


    The beautifully crafted, chic En Inde necklace is bound to stand out when you wear it. These necklaces are meant to add visual interest to what you are wearing and draw attention. So it is bound to up your look even when you are going out in a casual denimwear. Subtle or gaudy – with En Inde you can choose to be whatever you want.

  • Add Subtlety to Your Style with En Inde Monochromatic Statement Necklace –


    For a trendy yet classic look you can pair up the monochromatic statement necklaces from En Inde with any simpler outfit. There are many of us who love to keep the outfits flamboyant and lively all year round. The single-coloured necklaces therefore act as the perfect add-ons to the joyful outfits. Usually, the vintage-inspired neckpieces go very well with the bright colourful outfits. So pair those up for the ultimate cool statement.

  • Wear the En Inde Metallic Cuffs with Feminine Silhouettes –


    Stack up and mix and match your cuffs and bangles for a carefree bohemian look and don’t think twice to be bold. But that does not mean you can’t go for a subtle look. You can enhance your look with feminine and simple silhouettes as well. For looking like the perfect boho chic, it is essential that you stack up your wrists with layered bangles or multistrand cuffs from En Inde that define a style of their own. These can complement your hippie look and can also present a courageous contrast with your traditional outfits. So don’t fret to experiment with En Inde.

  • Mix and Match Your En Inde Statement Rings for the Ultimate Chic Look –

  • Just like the cuffs, don’t restrict yourself to wearing just one ring at a time. You can mix your statement piece with whatever you want starting from the complementary and dainty rings to the casual, contrasting and fun ones. You can even wear it with your wedding ring if you want. With En Inde jewellery you can just make your own style statement and be the head-turner wherever you go.

  • Hence there are a plethora of directions when it comes to En Inde’s magnificent jewellery designs that range from bold to subtle and everything in between. So unleash the diva in you with En Inde’s ground-breaking yet meticulous designs that you will love to flaunt daily and redefine your style.