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Journalism of Courage
With its vibrant aesthetics and fashion, Indian culture is being embraced worldwide like never before. As celebrities such as Priyanka Chopra, Alia Bhatt, Deepika Padukone, and Karan Johar proudly showcase Indian designers on international platforms, elements of Indian tradition are making their way into global markets in unexpected ways. Several stores in the US are now selling uniquely Indian-inspired items, one of the most striking being a coat made from a Royal Basmati rice sack, which has left the Internet in awe.
A viral video circulating on social media shows an influencer stumbling upon a bizarre fashion find in a boutique, a full-length coat crafted entirely from a Royal Basmati Rice sack. The same sacks that Indians have seen repurposed by desi mothers into doormats or storage bags.
Shared by a woman stunned by the discovery, the video captures her reaction as she examines the jacket displayed on a boutique rack. The coat came complete with a fancy label that read, “One of a kind” and is worth $2000 (roughly over Rs 1.6 lakh).
According to the label, the jacket is described as a reflection of “identity and globalisation,” with its design showcasing the Royal Basmati logo and even the rice weight printed on the back like a badge of honour.
Sharing the video, an Instagram @sippingthoughts wrote, “Some are calling it sustainable fashion. Others are just confused. Because let’s be honest, most of us grew up seeing these rice bags in our kitchens, not on the runway. If fashion these days is all about turning the ordinary into luxury. Would you wear it?”
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Last week, a video of a US store selling humble Indian jholas for $48 (₹4,100) went viral. Branded as the “Indian Souvenir Bag” by Japanese company Puebco, it’s marketed as a quirky, upcycled accessory and sold by the American luxury retailer Nordstrom. The brand describes it as a “stylish bag, adorned with unique designs, perfect for carrying your essentials while showing off your love for a beautiful country,” and calls it “a must-have for any traveller or lover of Indian culture.”
