The Story of the Name
Jhoole’s fair trade garments are produced by female weavers and seamstresses in the west Nimar region of Madhya Pradesh, India. Our name, Jhoole, is inspired by the monsoon season. The village population in this area, almost entirely dependent on farming, rejoices with the arrival of the monsoons: the searing, unbearable heat of the summer is cooled by thick layers of clouds and the desolate landscape is quickly transformed into a fecund river valley. During this time swings are tied onto massive trees throughout the area. People of all ages enjoy swinging in the newly rejuvenated air. Swinging is a way of celebrating the transformation in the atmosphere; it is a tradition that typifies the spirit of this rural area.
We choose Jhoole, which means “swings” in Hindi, as our name because our textiles, inspired by the beauty of Nimari craftsmanship and culture, give reason to celebrate: like the monsoons, they provide a means of relief for those in need. Our profits not only benefit artisans, but also fund projects that serve the most marginalized members of society.
Jhoole is a branch of a local grassroots NGO, Chetanya Sewa. Chetanya Sewa programs support women’s development, elderly care, the eradication of child labor and the promotion of health in scheduled caste and tribal villages. Jhoole’s fair-trade initiatives help fund Chetanya Sewa’s social programs as well as promoting the upward mobility of female artisans. Read more about Jhoole’s mission…
Please help us to create a self-sustaining cooperative that will give over a hundred women the chance to strengthen their families and communities. Your contribution is not a donation, but an investment in humanity.
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