Label Jiyani is an organ product of immense efforts and constant urge to help & support local craftsmen. We were fond of Indian clothes and always discussed our outfits for family weddings and gatherings. It seemed authentic and rooted then, which led to the creation during this pandemic. The COVID-19 crisis made us realize how we could do our bare minimum and lend support towards the needy, baring in mind it was made by the local and completely accessible to the masses. We wanted to keep our collection authentic and basic for people to engage with them on a regular basis and incorporate them in their daily lives.