Rajasthali - the flagship brand of the handicrafts marketing wing of the Rajasthan Small Industries Corporation Ltd (RSIC), government of Rajasthan undertaking committed to promote the handicrafts of the colourful state of Rajasthan. The brand provides a marketing umbrella to the artisans to showcase their craftsmanship and sell their products without being fleeced by middlemen. Rajasthali with the expertise of Bangladeshi fashion designer, Bibi Russel is all set for a makeover.

Rajasthan, prides itself on the widest range of handcrafted textiles, each one unique in terms of the process, including the natural dyes used, patterns and the colour combinations. While the tie and dye is the signature style of Rajasthan, other printing techniques such as Bagru, Sanganer and Barmeri are equally unique and popular.

Similarly, while the feather weight Kota Doria sarees are ideal for summers, the Akola print tasser sarees make for graceful winter wear. The products too range from sarees to running material for suits and furnishings, bed and table linen to a variety of cushion covers, the famed Jaipuri rajais to lovely dohars, besides floor and wall decorations in embroidered and mirror work in a riot of colours and designs.

Bibi Russel said that she has always been fascinated by the vibrancy of arts and crafts of Rajasthan. She would be working on reinventing Rajasthali and it would be her tribute to the Rajasthan government.

Much in demand in the west, this would be Bibi Russell's first store in India, which with the state government's adequate marketing, would be hard to ignore by the tourists as well as the local populace.

The Rajasthan Day fashion show by Bibi was only a precursor to the potential that lay in the state's rich textile and handicrafts sector that was so far dominated only by private players.

'Rajasthali by Bibi Russell,' likely to be launched mid-June intends targeting the youth and is going to be a ready-to-wear affordable store. Traditional, diversified yet a simple display of array is going to be the USP of the store. To begin with, Bibi will convert only a part of the store for her collection with bare minimum but with her style.

In Rajasthali, Bibi will introduce the `Truck Art' which she experimented on the `Jootis' for her fashion show. A team of village women are already waiting for her go ahead for the next lot of accessories that she will order once Rajasthali is launched. So with every purchase one makes through 'Rajasthali', they would be contributing to the development and promotion weavers and crafts persons besides taking back souvenirs reminiscent of the rich heritage of Rajasthan.

At ‘Rajasthali’ one is exposed to an extravaganza of handcrafted products such as textile, furniture, blue pottery, terracotta pottery, paintings, silver and lac jeweller, etc. among many other traditional products from various corners of the desert state. The Rajasthani craft industry is iconic to the identity of India with many of its styles reaching the international market.