JODI
JODI is an Indian lifestyle label co-founded by Gauri Verma and Karuna Laungani, known for joyful, print-led clothing made from natural Indian textiles. It sells womenswear, menswear, accessories and homeware through its own stores and online.
| Founders | Gauri Verma, Karuna Laungani |
|---|---|
| Origin | India |
| Production base | Pune |
| Stores | New Delhi, Mumbai, Pune |
| Materials | Natural Indian textiles |
| Website | thejodilife.com |
What is JODI?
JODI is an Indian clothing and lifestyle brand co-founded by Gauri Verma and Karuna Laungani. Also known as The Jodi Life, it is recognised for colourful, cheerful designs that celebrate traditional craft.
Products and positioning
JODI works exclusively with natural Indian textiles and uses traditional, artisanal techniques developed with local craftspeople. Its range has grown well beyond clothing:
- Women: dresses, jackets, tops, bottoms, co-ord sets and silk pieces
- Men: shirts, jackets, T-shirts, bottoms and co-ord sets
- Accessories: shoes, bags, scrunchies and jewellery
- Home: wall art, ceramics, lighting, rugs, stationery and fragrance
Distribution
The brand runs its own stores in Khan Market in New Delhi, in the Fort district of Mumbai and in Pune, where its production base is located. It also sells through its website, which serves international customers, and through stockists such as Canvas and Weaves.
Why it matters
JODI shows how an Indian brand can turn craft and natural fibres into an accessible lifestyle proposition with a distinct, joyful identity, extending from clothing into the home.
Frequently asked questions
Who founded JODI?
JODI was co-founded by Gauri Verma and Karuna Laungani.
What does JODI sell?
JODI sells printed womenswear and menswear made from natural Indian textiles, plus accessories and homeware.