In the bustling heart of Mumbai, a legacy of three generations breathes life into the intricate world of textiles. Siblings Nimrat Kaur, Simrat Kaur, and Sahib Singh helm JORO, a brand that marries the rich heritage of Indian craftsmanship with contemporary design sensibilities. Rooted in tradition and modern in design, JORO is redefining home textiles with a commitment to sustainability and ethical production.
Growing up amidst the hum of their father's fabric mill, established in 1983, Nimrat, Simrat, and Sahib were immersed in the art and science of textile production from a young age. Their father’s enterprise rapidly ascended to global prominence, becoming a leading supplier of premium home fabrics. Under their mother’s guidance, the trio learned the importance of quality and the value of time-honoured techniques. "We were exposed to design, yarns, and manufacturing early on. It’s in our blood," says Simrat. This deep-seated knowledge and passion culminated in the creation of JORO in 2023, a brand that aims to revolutionise the homeware market.
The name JORO, derived from the Punjabi word ਜੋੜੋ meaning "to join" or "to connect," perfectly encapsulates the brand’s ethos. "We wanted a name that reflected our heritage and the concept of connection—whether it’s with people, nature, or ourselves," Nimrat explains. The name also resonates with the Norse mythological term “Jörð,” representing Earth, aligning with JORO's sustainable values. "It’s a perfect reflection of our ethos, celebrating culture and connection," adds Sahib.
As a third-generation home décor brand, JORO benefits from decades of accumulated expertise. "Our family history in home textiles means we understand what can be practically manufactured with minimal waste," says Nimrat. This heritage enables JORO to innovate swiftly and efficiently, combining traditional methods with modern technologies to create unique products. "We aim to change the slow-moving homeware market by introducing fresh designs and varied collections," says Sahib.
At the heart of JORO’s philosophy is a commitment to nature and ancient wisdom. "We use the best quality fabrics, durable and rich in texture," explains Simrat. Each collection is a homage to Indian culture, infused with heritage techniques and modern design elements. This approach not only honours their legacy but also enhances the lives of their customers by offering products that are both beautiful and sustainable.
Selecting raw materials for JORO’s bedding products is a meticulous process. "We prioritise natural organic yarns grown without pesticides," says Nimrat. If these aren’t feasible, recycled yarns are considered, ensuring the final product meets their high standards of quality and sustainability. "It’s all about trial and error until we create the perfect final product," adds Simrat.
Sustainability is woven into every aspect of JORO’s manufacturing process. "Constantly upgrading infrastructure ensures energy-efficient production," explains Sahib. Compliance with international environmental standards is strictly adhered to, and the use of natural, biodegradable fibres like organic cotton and linen is prioritised. "These materials are not only better for the environment but also offer superior comfort and health benefits," says Nimrat.
Ethical standards are paramount at JORO’s factory in India. "We maintain high standards of environmental and social regulations," says Simrat. Organic cotton, for example, is grown without pesticides, ensuring chemical-free bedding. "Linen, with its temperature-regulating properties, offers comfort in all seasons," she adds.
JORO’s products are designed to promote better health and sleep quality. "High-quality bedding materials, like organic cotton, are hypoallergenic and free from harmful chemicals," explains Sahib. This reduces the risk of allergies and enhances sleep hygiene, directly impacting overall health and well-being.
Ensuring the absence of harsh chemicals, toxins, and additives is a rigorous process. "All dyes meet compliance standards and are azo-free," says Simrat. The factory adheres to certifications like GOTS and GRS, providing transparency from raw material to finished product. "OEKO-TEX certified chemicals ensure safety at every manufacturing stage," adds Nimrat.
The factory’s environmental management strategy is comprehensive. "We focus on energy, water, air emissions, and waste management," explains Sahib. Advanced measures like Electrostatic Precipitators for air emissions and multi-stage effluent treatment for wastewater highlight their commitment to sustainability. "A significant portion of treated wastewater is recycled back into production," he adds.
Design plays a crucial role in JORO’s product development. "It differentiates us and communicates who we are," says Nimrat. Inspired by their Indian heritage, JORO balances aesthetics with sustainability, leveraging generational expertise to innovate efficiently. "We are well-equipped to quickly assess the viability of our concepts in terms of sustainable manufacturing," she adds.
Looking ahead, the siblings aims to expand its product range and market reach. "New categories in the soft furnishings segment will be introduced soon," reveals Simrat. Innovation and sustainability remain at the core of their strategy. "We will work closely with yarn suppliers to find the best and most innovative materials," says Sahib.
Despite their recent launch in August 2023, JORO is already exploring ways to impact local communities positively. "We are looking forward to supporting our local communities and sharing their stories," says Nimrat.
Challenges are part and parcel of JORO’s journey, especially in maintaining natural, non-toxic, and ethical production. "Organic materials need careful handling, which can slow down production," explains Sahib. However, the commitment to sustainability remains unwavering. "We have to be patient and consistent for a better future," he adds.
The lessons learned at JORO are invaluable for other entrepreneurs in the sustainable business space. "Sustainability should go beyond being a buzzword; it should be integrated into your brand ethos," advises Simrat. JORO’s approach to design, manufacturing, and delivery reflects this philosophy, inspiring others to take responsibility for keeping the Earth green.
In a world where sustainability often feels like a mere buzzword, JORO Home Décor stands as a testament to genuine commitment and innovation. With a rich heritage, a modern vision, and an unwavering dedication to ethical production, JORO is more than a brand—it’s a legacy of sustainable elegance.
