About-Us
Our Story
Brand Jagruti was officially established in 1990, we are a home-grown fashion brand that now offers an extensive array of products including fabrics, handicrafts, accessories, home decor, and traditional and contemporary apparel for men, women, and children. Our journey so far has been as wonderful as the woman who started it, packed with determination and hard work, and sprinkled with love for Indian culture and clothing.
Even during times of crisis, we have always believed in standing guard to the hands that helped us thrive. Be it the recurring famines in Rajasthan, the 2002 earthquake in Kutch and the whole of Gujarat, the 1999 warzone affected villages near the India-Pakistan border or the 2020 Covid-19 pandemic, we have kept our artisans in business so that their families live in peace. Today, weβre proud to call ourselves a family of 4000+ artisans all across the Indian villages.
In 2019, after decades of catering to big brands, we started our own retail vertical βLabel Jagrutiβ to preserve the Indian traditions with a contemporary touch.// Today, you can explore our apparel collection through the comfort of your couch while scrolling through our website, or on your favorite online platforms like Myntra and Ajio.
βKhadi is not just a fabric. It is a way of life. It represents the spirit of self-reliance and the soul of India.β
Shri Narendra Modi
Our Values
MISSION
To take Indian culture and heritage across the world through an extensive array of traditional and contemporary apparel, handicrafts, accessories, and home decor.
VISION
To preserve and document traditional Indian artforms and support local artisans in villages across the Indian mainland
our history
How GerGrove was founded
In 1990, a group of passionate athletes came together to form GearGrove. Shared vision was to create a one-stop destination.
Expanding Product Range
In the early 2000s, GearGrove expanded its product range to include a wide variety of sports equipment and sportswear.
Customer-Centric Approach
The company introduced improved customer support services and a seamless shopping experience.
The heritage line was created
They remain passionate about sports and are dedicated to empowering athletes with the best gear and expert advice.
How Jagruti Became Ahmedabad’s Favourite Ethnic Wear Place?
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A 10-yrs old little girl with books in one hand and a heavy bag full of clothes in the other, Mrs Jagruti Shah started her journey in 1978 by helping her mother sell clothes to garment shops in Ahmedabad. For years to come, she went to small villages in Gujarat in the scorching heat where her feet burnt even with the footwear on and helped the local artisans by taking their hard work to the huge textile markets of cities.
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In 1990 when she was married off, she started her own company βJagrutiβ. She worked day and night for the first export order she had got, and even in her pregnancy days, she delivered the handicrafts for months before she delivered her baby. She took the crafts of women in Indian villages to the streets of the middle east and London. And the demand grew to a scale wherein in the male-dominated society of 1996 India, her husband left his stable job in a bank to become a pillar of support for the finance vertical of her fast-growing business.
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Today, her whole family including her son, daughter, and daughter-in-law prides themselves on growing their momβs dream to 18+ countries all across the world, while taking care of the business development, accounting and administration, and brand presence respectively. To this date, even when she goes out for a movie or dinner with her family, Mrs Jagrutiβs eyes keep searching for the creativity and fashion she can bring to the world.