‘My Indian Heart Is Crying’: Desi Netizens React as US Luxury Brand Sells Classic ‘Jhola’ for ₹4,100

A simple and nostalgic item found in nearly every Indian household has taken the global fashion world by surprise, leaving many Indians in disbelief. The plain cotton jhola, traditionally used for carrying groceries and everyday essentials, is now being sold for $48 (around ₹4,100) on the luxury retail website Nordstrom. This jhola, designed by the Japanese brand Puebco, is marketed as a quirky and fashionable “Indian Souvenir Bag.”

For generations, the jhola—a reusable cloth bag often made from khadi or cotton—has been a symbol of practicality and sustainability. Whether it’s a desi mom packing snacks, a college student carrying books, or grabbing groceries from the local kirana store, the jhola has always been present, often handed out for free in local markets.

Nordstrom’s version, however, has repackaged this humble bag as a trendy accessory. It features Hindi text with names like “Ramesh Special Namkeen” and “Chetak Sweets,” designs commonly seen on actual Indian shop packaging. According to the retailer, the bag is “perfect for carrying your essentials while showing off your love for a beautiful country” and is “a must-have for any traveler or lover of Indian culture.”

The online reaction, however, was far from appreciative.

Social media erupted with a mix of humor and outrage. An Instagram handle shared a viral reel highlighting the absurdity, captioning it: 
“Next it’s gonna be some ‘spiced and crisped snacks.’ But we know that it’s just Haldirams. (Don’t confuse this with inclusivity.)”

In the comments, desi netizens chimed in with sarcasm and wit:

• “$48 for this? My Indian heart is about to cry,” said one user.

• “Wasn’t only Vimal tobacco jhola popular? What’s this cheap-looking namkeen thaila doing?” joked another.

• “They will literally start selling lungis next and call it a Scottish drape,” quipped a third.

• “How can I sell? I have 10 of these at home, brand new!” added another.

While some find humor in the situation, others have raised concerns regarding cultural appropriation and the high pricing of everyday Indian items. This move has sparked a broader conversation about how traditional and often undervalued desi objects are being commodified by global brands for their aesthetic appeal, without acknowledging their true origins or cultural significance.

Regardless of the debate, one thing is clear: what was once a symbol of simplicity and utility is now being repurposed as high-fashion nostalgia, and desi netizens are certainly not letting this go unnoticed.