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Literature festivals caught in a Covid-19 crossroads

The directors and organisers of some of the oldest and most prestigious literature festivals in India tell The Daily Guardian how they plan to host their events this year.

Lipika Bhushan



Namita Gokhale, Anil Dharker, Manjiri Prabhu, Malavika Banerjee

As India moves between phases of lockdowns and “unlocks” in different cities, the key adjustment we have had to make is to accept the inability to assemble for events and festivals. Across the world, festivals on art, culture and literature have also had to reschedule their dates and their formats, considering that the pandemic doesn’t seem to be going away any time soon.

The literature festival scene in India usually starts in August, with the Bhutan Festival of Literature, Art & Culture, and goes on till the Delhi Literature Festival which takes place in late February or early March. I recall when the first few of these festivals had started, taking tiny steps one at a time. This beginning, however humble, had been possible only with the help of enthusiasts, distributors and publishers.

Over the years, these festivals have become a big congregation of some of the biggest and brightest minds in the worlds of literature, films, art and culture. And each year they draw lakhs of book lovers, deeply interested in reading, writing and high-voltage conversations around them. These festivals also see a lot of people, keener on updating their social media check-ins and taking selfies with well-known personalities and international celebrities.

 For the writing community, it is an opportunity to network with publishers, regional media, other writers and their readers. Writers, therefore, look forward to travelling across the country during these eight months. For serious readers, it is also an opportunity to engage in conversations with their favourite writers and attend some immersive and challenging conversations. Publishers view these festivals as a platform for business networking. They go scouting for writers and writers come loaded with their writing ideas looking for publishers in these spaces. Some of these festivals also provide opportunities for striking business partnerships between international publishers and smaller regional publishers. Literature festivals also provide a ground for the media to be able to get all the brightest brains in one place and get their opinions on urgent social and political issues.

In India, by the time the pandemic hit, we had just about wrapped up the 2019- 2020 series of literature festivals. In this changed world — with only a few months to go — the fate of literature festivals in 2020 looks a little unpredictable.

 I reached out to the directors and organisers of some of the oldest and most prestigious literature festivals in India to find out how they plan to host their festivals this year and continue to remain connected with those who wait in anticipation for these annual galas.

Namita Gokhale, the doyenne of publishing and founder and director of the Jaipur Literature Festival, shared, “We are hosting our international festivals on digital platforms this year.” Jaipur Literature Festival, one the biggest Indian literature festivals, which has spread its arms across the globe, seems to have sorted its schedule as it has announced the dates for India from the 28th January 2021 to the 1st  of February 2021. Gokhale adds, “JLF at the British Library runs from 11th to 13th September. The virtual London edition will be followed by the American editions of our festivals in Houston, New York, Boulder and Toronto.” Interestingly, the festival had announced a change of venue, given the growing need of a much larger space due to the crowd that pours in, sometime towards the end of 2019. Recently, it had also become a ticketed event.

Anil Dharker, founder and director of Tata Literature Live, another popular festival held in Mumbai every year, shares that they are exactly 3 months away from the dates of the festival and it is still unclear how the situation would pan out by then. “We are in a world which is not leaving us with any option but to have a limited audience and go digital for most of the conversations as most of the international writers wouldn’t travel. Depending on the situation, we may have local and domestic authors travel for the festival, but it is all too unsure at the moment.” The festival takes place in Mumbai, which is one of the worst-hit cities in this ongoing pandemic, and Dharker feels that the situation is going to worsen if and when the local trains, the lifeline of Mumbai, resume their services.

The Pune International Literature Festival, among the oldest festivals running in India, used to take place in September every year. However, as Manjiri Prabhu, founder and director of the festival, says “The monsoons have played havoc with the organising of the event for the last three years. That is why from this year onwards, we had already planned to host PILF in December. Now with the coronavirus situation, we hope to take some major decisions soon.” The Pune International Literature Festival intends to announce its final dates by the end of September.

 The KALAM Festival curated by its director, Malavika Banerjee, is another festival which is yet to announce its dates for the next season of both their Kolkata chapter as well as the Bhubaneshwar one. Banerjee says that it’s hard to plan ahead for several reasons: “First the uncertainty, second, even in a miraculous scenario where a live event is possible, authors will be wary of travel. Third, even if they do come, gathering in large numbers would not be permitted.” She adds that while they hope to have the festival at some point in 2021, January seems unrealistic.

But all is not grim as most of the festivals have already started regular interactions under their banners, focusing their energies on digital platforms. It is a good move given that even in the best of circumstances, and if the situation improves, many writers may not be able to travel and, therefore, some festivals or parts of these may have to look at digital events.

Jaipur Literature Festival has very aptly named its series under this effort, Brave New World, where it has been regularly conducting live interactions on YouTube and other digital platforms, between writers, artists and thought leaders both within India and living abroad.

Gokhale elaborates that the JLF Brave New World looks at the planet through the lens and perspectives of our challenging times. She adds, “It has hit a chord with audiences across the continents. The first hundred sessions of this digital transition have over three million views. Some of the greatest writers and thinkers in the world, from Margaret Atwood to Orhan Pamuk, Esther Duflo and Abhijit Banerjee to Neil Gaiman, George Saunders to His Holiness the Dalai Lama, have joined us to share their thoughts on JLF Brave New World.”

Dharker too confirms that the digital transition of the ground events that they had under the Tata Literature Live events has been getting a great response, with every event seeing an average of 5,000 to 6,000 views. They plan one event a week and so far the response has been very encouraging.

  Malavika Banerjee of the KALAM festival which is also conducting a series of live conversations shares that while webinars are interesting and inclusive, the live event is a different beast and a far more attentive one. She mentions, “We have always had 10-12 events through the year but these were live events typically revolving around book launches. We’re doing these but also occasionally adding a topic like (the cyclone) Amphan or Black Lives Matter.

” Prabhu adds, “I guess, everyone is making the best of a given situation, to the best of their capacity. But as far as PILF is concerned, we would like to continue to maintain and enhance the spirit of the event and the excitement and anticipation of attendees towards an annual event — but as I said before, it remains to be seen if it will be an online or a physical festival this year.”

Gokhale shares that the transition to digital programming has been full of learnings. “There is perhaps, paradoxically, a greater intimacy to the virtual medium, and geographical constraints have given way to the liberating freedom to reach out to international speakers and to engaged audiences everywhere.” She also cites that a new community of book lovers has aggregated around JLF Brave New World.

While literature festivals helped bibliophiles rejuvenate their thoughts and ideas, they also brought about an atmosphere of festivities with literary soirees, big publishing revelries and musical evenings. It is the collective impression that made these festivals popular among people, publishers and brands.

Dharker shares that while the digital world definitely provides easy access and technology always meets a certain need, which in this case has arisen due to the pandemic, what is missed sorely is that festive atmosphere.  “This is why they are called festivals and not seminars!” reasons Dharker.

Putting together a physical festival also requires humongous efforts. There are aspects of the venue, the core theme of the festival for a year, curating an interesting series of different and unique topics that set it apart from others, drawing up and identifying personalities fit for these conversations who  can be invited from across the world and taking care of the minutest details of their travel, stay and food preferences. All this throws open the requirement of resources, especially huge funds, and thereby, sponsors.

While some of the big festivals grew bigger, both in size and stature, several smaller ones too were able to work as a bridge between readers and writers in their respective regions. Yet there were a few which staggered and stopped due to lack of funds and sponsors. When asked how sponsors would respond to a probable shift to the digital platform, Anil Dharker shares that sponsorships are always a challenge even with the physical festivals. “Raising money is always a challenge. Tata is our title sponsor but we still had to look for more sponsors every year to cover the costs.”

 With the transition to digital platforms, the perceived costs are less, but what sponsors fail to understand is the effort and time is the same. And international writers have realised that this new norm will limit their travel so they expect a speaking fee. Gokhale opines, “We live in an uncertain world, and most people and institutions are challenged by the broken economies around them.” She adds “Sponsorship for creative events is not always a priority in these times, but keeping in mind the enormous goodwill the Jaipur lit fest carries, I am certain things will work out.”

 Banerjee feels that if KALAM decides to hold an event later in the year, she is sure that their sponsors will back them as always. She adds “We need to be honest with our partners as they have been unquestioning in their support so far.”

Over the last decade, the festivals on literature have moved from too few to far too many, with almost every big city planning one locally. For writers and their publicists, it was a case of the more the merrier as it provided a platform to connect with audiences in different parts of the country. And probably, this is one of the reasons that up until 2019 we had grown to have over three dozen literature festivals across India.

The popularity of physical festivals and the resources that it consumed saw minimal effort being put towards digital platforms. But in current times, something that wasn’t the primary focus of festivals has suddenly become the most important aspect of their operations. This move to digital platforms definitely provides much wider access to readers and enthusiasts beyond boundaries. It would definitely mean a greater focus on content packaging and presentation and upgrading marketing skills to capture the attention of a floating digital audience. But if the festivals are able to develop a digital model to sustain them through innovative ways, festivals online may prove to be a strong addition, both in terms of reach and revenue, to the physical festivals in the longer run.

The Covid-19 situation has certainly put a pause on a lot of things and has changed the definition of normal but it is encouraging to see that those behind nurturing and promoting the idea of reading and creative confluence are ready to face this new world bravely.

 Lipika Bhushan is the founder of leading PR and Digital Marketing firm, MarketMyBook, and hosts ‘Between The Lines’ on YouTube.

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Kankatala expands to North India



South India-based legacy brand, Kankatala Sarees, known as the ‘Queen of Sarees’, launched its first retail outlet in Delhi and the 13th in the country. The store will house handpicked handloom marvels from 50 major weaving clusters of India. Kankatala, rooted in South India for more than seven decades ,has its major presence in Telangana and Andhra Pradesh and now has expanded to North India.

The Delhi store was unveiled recently by renowned actress Karisma Kapoor, who was seen in an authentic Kanchipuram Silk marvel from Kankatala and looked stunning as always. The inauguration was done in the presence of Mallikharjuna Rao Kankatala, Chairman & Managing Director, Kankatala Sarees, along with the entire Kankatala Family including the third-generation Directors Arvind, Bharat, and Anirudh Kankatala.

Kankatala is one of the oldest saree brands, which already has a presence in Visakhapatnam, Hyderabad, Bengaluru, Rajahmundry, Vijayawada, and has represented the age-old weaving techniques for over 78 years. The brand has always been known for pioneering trends in its market and has been growing steadily.

“We have spent three generations representing authentic handlooms in Andhra Pradesh and Telangana and to the Indian diaspora. Our journey started in 1942, in the lanes of Vizag where our founder and my father, Appalaraju Kankatala sold handloom sarees on a bicycle. From the modest lanes of Vizag to the Capital of India, the 78 years’ journey has been marvellous. We are glad to launch our 13th exclusive retail outlet in Delhi. We wish to receive the same love from the people of Delhi as we have been receiving from other parts of the country,” said Mallikharjuna Rao Kankatala, Chairman & Managing Director, Kankatala.

“With a vision to revive the charm of Indian handloom in India, we are planning to expand to other cities such as Mumbai, Ahmedabad, and Kolkata. We are also looking at going international in the near future. All these stores will be company-owned-company-operated as we do not want to lose our uniqueness of the handpicked products and the personalised touch that we give to our valued customers,” added Mallikharjuna.

The much-elated Chief Guest Karisma Kapoor said, “It is a pleasure for me to launch the very first store in North India of a brand which has a 78-year-old legacy behind it. I was amazed to know that from the year 1943 till date, every Handloom saree is personally handpicked by a family member of Kankatala themselves. The variety of handloom sarees that I saw here is breathtaking.”

Designed for the comfort of Queens of Kankatala, the interior of the Delhi store is contemporary and classy. The store will house handpicked handloom marvels from 50 major weaving clusters of India starting from Rs 5000 and going up to Rs 5 lakh and above, making it a one-stop saree destination for every budget, occasion, and style.

The store will host authentic handwoven marvels that are one-of-a-kind, including signature Kanchipuram, Banarasi, Patola, Ikat, Paithani, Kota, Uppada, Khadi, Jamdani, Organza, Kalamkari, Gadwal, Tussar, and many more.

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Do’s and Don’ts for CBSE Term 1 Boards preparation



Everyone is pulling up their socks as CBSE Class 10 And 12 Datesheet 2021 for Term 1 Board Exams is released. Now, only a few weeks are left for the exams, and it is a crucial time to give a final touch to your preparation. The major news after the announcement of CBSE Class 10 & 12 Term 1 Date Sheet 2021 for major subjects is that the CBSE has announced the date sheet 2021 for minor subjects as well. If you are the one who is also appearing for CBSE Board Exam 2021, then there are a few amazing tips that you NEED for Term 1. In the end, you’ll find ways to easily score high in CBSE Board Exam 2021:


Getting acquainted with the updated syllabus of CBSE Board Exam 2021 is one of the most important things that you should never miss upon.

Every student has prepared for the CBSE Board Exam 2021 as per the syllabus but is a good practice to check the updated one in this last month once more.

You can check the updated CBSE syllabus for the board exam on the official site of CBSE at CBSEACADEMIC.NIC.IN

You need to focus only on those topics or chapters that are mentioned for term 1 exams.

Don’t ever skip any of Class 10 & 12 MCQs Official Resources Provided By CBSE. May it be CBSE Official Question Banks, CBSE Official MCQs Sample Papers Class 10 & 12 For Term 1 Boards, Online Study Material provided at


(a) CBSE has hinted upon a sort of format for MCQs Class 10 & 12 questions for each subject via live videos for teachers. It might be a handy add on approach for CBSE Class 10 & 12 Term 1 Boards students. Here’s the link for that:

MCQs Question in Boards might be expected to test cognitive skills and analytical thinking of students

For every subject, NCERT books, NCERT exemplar, and PYQS are must practice. These resources constitute important questions. The MCQs for CBSE Class 10 & 12 Term 1 Boards are likely to be reframed from these questions It becomes the need of the hour to stay familiar with the exam pattern as no one has witnessed this pattern in the CBSE regime.

(b) The Best Seller MCQs Based Oswaal CBSE Sample Papers Class 10 & 12 For Term 1 Board Exams 2021-22 have most likely MCQs reframed from NCERT Books, Exemplars, PYQs, all official CBSE resources and all MCQs typologies (Case-Based, Reasoning-Assertion, Stand-Alone). In this book, cognitive exam tools for comprehensive and integrated quick learning such as mind maps, mnemonics, revision notes, blended exam-based learning via concept videos might prove handy in memory recall at exam time.

You may also study with Oswaal CBSE MCQs Question Banks for Term 1 Board Exams 2021 for chapter-wise topic-wise exam preparation. Here’s the recommended link for MCQs Based Oswaal CBSE Sample Papers Class 10 For Term 1 Board Exams 2021-22: MCQs Based Oswaal CBSE Sample Papers Class 10 For Term 1 Board Exams 2021-22:

The syllabus is also divided into two terms by keeping the concept of connectivity in mind.

With this division of syllabus, students can’t leave anything optional as the syllabus is already limited for the CBSE board exam 2021. Moreover, students can even get a glimpse of the pattern by visiting the official site of CBSE.


For the 10th& 12 MCQs Based Term 1 Board Exams, we need to first classify the chapters into 3 categories: easy, tricky, and difficult. Then we need to anonymously prepare for these chapters for every subject as per the mark weightage in the boards. Here’s the reference video for Preparing MCQs Based CBSE Class 10 Maths Board Exam:

Students need to prepare their studies in the same format for every subject for CBSE Class 10 & 12.


Students face a lot of difficulty in remembering everything they come across the syllabus. In this situation, mind maps play a critical role in giving a new dimension to your preparation. When you are studying something, make a diagrammatic representation of it in your mind or take the help of Oswaal Samplepapers where you’ll get the Mind Maps for every chapter.

Studies have also revealed that pictures have a long-lasting impression as compared to the theory. Try to make a connection of the topic you are studying with the previous one. When you are stuck in the exam at a particular question then try to remember in which chapter you have studied it. After that, try to remember under which topic you studied it and on which corner of the page it was present.


At this time, you only need to evaluate the preparation that you have done so far. Mock tests are the true way that can help you introspect your preparation journey. When you take the mock tests in a time-bound fashion, you realise where you are lacking. Is it on the time management part? Is it regarding your preparation? Are you getting nervous?

So, with the assistance of mock tests, you get answers to all such questions. This ultimately helps you to go a step further and work on the area where you are lacking. Here’s the recommended link for Weekly Newly Updated Chapter-wise & Comprehensive Mock Tests For MCQs Based Term 1 Board Exams for CBSE Class 10 & 12: Here, you may also 360 live analysis of your online exam score too via detailed solutions


The more you practice, the closer you get to your goal. You should practice an ample number of sample papers to score high in your CBSE Board exam 2021. Sample paper comprises all the latest typologies in addition to the great pool of important questions that are important from an examination point of view. After solving a sample paper, you can even check your answers and calculate your entire score. You can even check the answers to the questions that you were unable to attempt so that they can help you on the day of the exam.


Students will need to answer the assertion and reasoning-based questions and all MCQs Typologies of Questions in the time frame of 90 minutes. Students need to give the first 10 minutes to thorough reading of all questions. Thereafter, they can easily classify questions into easy, tricky, and difficulties. The next 70 minutes to be dedicated to completely solving the exam paper in ascending order of difficulties. Thereafter, the last 10 minutes to be given to complete revise the attempted exam papers. Beware to deploy your logic carefully while solving tricky questions, as they might be having closely matching options


While students encircled a wrong option in the OMR sheet, he/she may cross it. CBSE has provided an extra circle in OMR, where students may write the correct option.

You should follow the above-specified strategy for the CBSE Board exam 2021. Moreover, if you want to get an edge over others then the CBSE Sample Papers for Class 10 and 12 are a true friend for you. You can get them to boost up your preparation and score high.

So, just buck up your preparation and All the Best for upcoming board exams!

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Parents, take note! Filling half of a child’s plate with fruits and vegetables isn’t just recommended by the United States Dietary Guidelines, it also helps increase the amount of produce that kids end up eating, according to a new Penn State research.

The findings of the study were published in the ‘American Journal of Clinical Nutrition’. In the controlled feeding study, the researchers tested two strategies for encouraging kids to eat more fruits and vegetables.

The first was simply adding 50% more to fruit and vegetable side dishes at kids’ meals throughout the day. The second was substituting 50% more fruits and vegetables for an equivalent weight of the other foods. For example, if they added 50g veggies to the lunch meal, they also subtracted 50g mac and cheese.

The researchers found that adding more fruit and vegetable side dishes resulted in the kids eating 24% more veggies and 33% more fruit compared to the control menus. Substituting fruits and veggies for some of the other foods resulted in kids consuming 41% more veggies and 38% more fruit.

Barbara Rolls, Helen A. Guthrie Chair and director of the Laboratory for the Study of Human Ingestive Behavior at Penn State, said the findings suggest ways parents, caregivers and schools can help encourage healthy eating.

“When deciding what to feed kids, it’s easy to remember that half of the food should be fruits and vegetables,” said Rolls. “If you start seeing that you’re serving too much and have more waste, you could cut back the higher calorie-dense food while adding more produce. Experiment and have some fun trying different fruits and vegetables to see what they like and so you can serve meals with a sensitivity to their personal taste.”

“For most foods, kids will eat more when served larger portions, so we wanted to test whether increasing the number of fruits and vegetables that are served over five days would increase intake,” said Liane Roe, a research nutritionist at Penn State. “We also wondered whether substituting produce for other foods would increase intake more than simply adding extra fruits and veggies.”

For the study, the researchers recruited 53 children between the ages of three and five who were enrolled in Pennsylvania childcare centres. Each participant was served all their meals and snacks for five days during three different periods in random order. For the control period, they were served meals they typically got in their childcare centre, and for the period testing the addition strategy, the portions of fruits and vegetables were increased by 50%. For the period testing the substitution strategy, fruits and vegetables were increased by 50% and the other foods were reduced by an equivalent weight.

“We served the children all of their meals, snacks, and beverages for five consecutive days, and we weighed all the items we served, as well as the leftovers, to measure intake,” said Roe. “We sent home evening and morning snacks for the kids, but the majority of the meals were served in the childcare centre.”

As a caution, Rolls said that even though the study was successful in getting kids to eat more fruits and vegetables, the majority of the kids still didn’t eat the recommended daily amount of vegetables for their age group—about a cup and a half—although they did reach this target for fruits.

The researchers said that in addition to the strategies in the current study, there are additional things parents and caregivers can do to increase intake. “Serving fruits and vegetables as a first course or snacks when kids are hungry can boost their intake, as can incorporating them into mixed dishes,” said Rolls. “For example, you can blend some cauliflower or squash into a sauce for mac and cheese or add fruit puree into a brownie or cake mix. You don’t decrease the palatability of the dish, but the kids are eating more produce. You should also encourage them to eat the whole veggies on their own, as well as incorporating them into other foods.” The National Institutes of Health helped support this research.

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As we spent yet another year at home in our pyjamas, the ongoing festive season has given us the perfect excuse to dress up! It is that time of the year when festivity in India is in its full swing. India boasts of an array of significant festivals, of which Karva Chauth, marks one important celebration for married couples.

Karva Chauth is a celebration of the pious bond between a husband and a wife. Ladies dress up to the nines and observe fast from sunrise to moonrise for a day for the safety and long lives of their husbands.

Undoubtedly, like every year, ladies would be stressed about choosing the perfect outfit for the special day. But do you think your search will be limited to finding a good dress? Of course not!

With your sartorial choices taking the front seat, do not forget to have your hands on the must-have jewellery pieces that not only compliment your clothes but also your personality.

Bhavesh Navlakha, founder of online fashion jewellery brand Sukkhi helped ANI list the trending jewellery pieces that would be a one-time investment for you to perfectly style your outfit not only for Karva Chauth but also for the entire festive season:

1. Pearl choker: Chokers are never out of style and are a beautiful addition to accentuate Indian outfits. The choker lends an edginess to your chosen ethnic outfit. An elegant pearl choker can elevate any outfit and give a rather classy look without being too heavy.

2. Long-chain jhumkis: Long-chain jhumkis, also referred to as Bahubali-inspired earrings, is a style statement that acts as the perfect addition to any ethnic outfit. It is a contemporary take on traditional earrings which adds a touch of glamour to your outfit without the need for any more jewellery.

3. Pearl bangles: Bangles are one of the most traditional accessories used in India. Bangles are a versatile jewellery piece that compliments our ethnic outfits. Adding jewellery pieces to your wrist acts as the perfect accessory to just about every Indian outfit.

4. Jhumkis: Jhumkis are immensely popular as one of the most worn jewellery pieces and is loved by everyone for their intricate design. Jhumkis can be paired with Indian ethnic outfits and also western outfits to create an eye-pleasing ensemble.

5. Kundan neckpiece: Kundan neckpieces look elegant and sophisticated and can glam up your outfit in no time. Not just for Karva Chauth, but Kundan sets can be worn by pairing them with your favourite outfit and layering the necklaces.

With jewellery trends constantly evolving and changing every year, we find it hard to keep ourselves updated on them. So, now that we have got you all covered, style your outfit with the above-mentioned jewellery pieces, making your ensemble not only look great but also speaking volumes for you!

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Needledust launches its first-ever store in Mumbai



India’s first-ever designer jutti label, Needledust is thrilled to announce the launch of their first-ever store in Mumbai at Reliance’s first premium mall in Mumbai’s Bandra Kurla Complex, Jio World Drive.

Housing more than 90+ premium and luxury brands, JIO World Driver is an exciting hub for luxury, fashion, shopping and entertainment. Located in Bandra Kurla Complex, and spanning across an area of 17.5 acres at Maker Maxity, Jio World Drive is Mumbai’s newest, vibrant urban hangout. The precinct is home to 72 prominent International and Indian brands, 27 culinary outlets with cuisines from across the globe, Mumbai’s first rooftop Jio Drive-In Theatre, an open-air weekend community market, pet-friendly services, a dedicated pop-up experience and other bespoke services. With an international consumer base, Needledust launched in 2014 with an original first of its kind product in the designer jutti space.

Following the immense success of their existing stores in Delhi & Chandigarh and a spectacular online presence on, this is a significant milestone for the brand as they open their doors to the tinsel town. 

Needledust brings to you a line of bespoke fine leather juttis that speak the charm of a true old school artisan with a desire to recreate this age-old craft for those who wear, admire, preserve its elegance and culture.

The celebrated label is all about unbridled passion for the revival of the jutti and unmatched craftsmanship, amalgamating the finesse of old royal moulds with innovative design and embroidery patterns that impeccably reflect 21st-century aesthetics.

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This wedding season, Manubhai Jewellers, a leading jewellery brand for over 30 years has made the process of finding the perfect jewellery for all the brides-to-be more special and remarkable. The brand has launched a new campaign called “Wedding by Manubhai” that features jewellery for every function – Sangeet, Mehendi and Wedding -along with a special traditional experience for all the new brides-to-be to wish them good luck and prosperity.

Speaking about the new campaign, Samir Sagar, Director, Manubhai Jewellers, said, “We at Manubhai Jewellers have been creating intricate and beautiful pieces of jewellery that balance between tradition and contemporary design to suit every occasion. For the wedding season, we want to take the opportunity to highlight the traditional values associated with our brand and offer a new bridal experience.” Manubhai Jewellers are popularly known for their specially crafted and curated collections in Mumbai. With a retail presence in Borivali, they cater to every customer’s needs ranging from beautiful modern diamond pieces to fanciful and chic gold wear, to traditional Kundan and Jadau jewellery. The brand is one of the few jewellers in Mumbai creating bespoke designs in Polki, Temple and Antique.

Additionally, Manubhai Jewellers are also committed to specialising in bridal jewellery called Madhuban. The Madhuban collection features beautifully handcrafted inspirational jewellery displayed in the store with a royal theme. Manubhai’s traditional concepts stand are brilliantly reflected through the indigenous craftsmanship of the Madhuban collection and has made the brand popular among the best jewellery shops in Mumbai. Further, all jewellers at Manubhai are hallmarked and certified.

Further, to make the moment special for new brides, Manubhai Jewellers have also introduced “Madhuban Delight” wherein the bride is first welcomed in a traditional way with the ‘Aarti thali’ and then gifted with a ‘Potli’ – a traditional drawstring bag that contains silver coins, vermilion, rice and Swastik that symbolise good luck, prosperity and imply the underlying cultural significance of ceremonial rituals.

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