Jiyo Junoon was launched amongst great fanfare last evening at Grand Hyatt Mumbai. Mrs Jaya Bachchan formally opened the event that celebrates, supports 70 artisans from 6 states who have created 3500 plus products in tandem with 20 acclaimed designers. All the artisans were present for the grand opening ceremony.
Speaking at the event, Mrs Bachchan said that, “”It is amazing to see all the art and products here at Jiyo Junoon. This should be a part of a child’s education in school, teaching our heritage, our culture, our tradition in school is very important. We have to also modernise our products albeit keeping the tradition alive, in order to market this in the competitive global world of fashion, furniture, art, and more. It is heartwarming to see what Village India can make and do for the world!”
Rajeev Sethi, the man behind Jiyo Junoon said that, “Jiyo Junoon much more than a marketplace – it is an exuberant confluence of conversations, performances and experiential exhibits. It is a fine example of what Village India can make and do for the world. One achievement of Jiyo has been that we have been able to create a transdisciplinary brand which creates synergy between different creative livelihoods, a global knowledge society is looking for an edge with original content and that is multi dimensional and sensory. However, Jiyo is not even the tip of the iceberg. We are as of now only in 22 districts of 620 in the country- The woods are dark and deep… and miles to go before we sleep… ”
The opening ceremony consisted of engaging dialogue, interactive performances, malkham rope performances, dance, music, all by the talented artisans from the 6 states and more. Jiyo Junoon is open to public and free for all from March 31- April 4 at Grand Hyatt Mumbai. Also present at the event were celebrities like Tasneem Mehta, Shobhaa De, Sangita Jindal, Nachiket Barve, Poonam Dhillon, Saryu Doshi and more.
The five day celebration of the tenth anniversary of Jiyo!, Junoon boasts of an array of individualistic and vibrant designs such as earth totems as incense burners, silk ikats, nature accessories, design-oriented modular wall tiles, cotton brocades, grass furniture, tribal papier mache, asymmetric needle-work, leather lamps, forest food products and much more! Essentially, it is much more than a marketplace – it is an exuberant confluence of conversations, performances and experiential exhibits. From inherited traditions, handmade-machine made, local to global, the magic of making-doing-being and everything in between, it upholds every aesthetic and craft. Jiyo Junoon will showcase contemporary items from the world of slow fashion, forest foods, bespoke design, conscious retail, and transdisciplinary experiences all created by and owned by the self-empowered communities of the Red Corridor – the 6 states of Madhya Pradesh, Bihar, Jharkhand, Odisha, Telangana and Andhra Pradesh.