The new language of Indian craft

Jaisalmer Crafted Bar Collectibles recently brought Indian craft spirits and contemporary fashion together through a collaboration with designer Samant Chauhan at Lakmē Fashion Week x FDCI. The partnership, that was displayed on October 15, at Taj Palace, New Delhi, featured a Crafted Bar and a series of special collectibles inspired by the intersection of Indian craftsmanship and modern design.

At its core was a shared belief that craft goes beyond technique, carrying the history of a place, the skill of its makers and the potential for reinvention. While Chauhan is known for his work with Bhagalpur’s silk-weaving traditions, Jaisalmer Indian Craft Gin draws on Indian botanicals and traditional distillation methods. Together, the two brought the worlds of textiles and spirits into a contemporary luxury setting.

Since establishing his label in 2006, Chauhan has explored new interpretations of Bhagalpur silk, working with the region’s weaving communities to translate its textures and techniques into modern silhouettes. The collaboration extended this approach beyond fashion, using collectibles and a Crafted Bar experience to explore how Indian craft traditions can find new expression in contemporary luxury.

Jaisalmer Indian Craft Gin shares a similar emphasis on provenance and process. Made using 11 botanicals, including seven sourced from across India, the spirit incorporates ingredients such as Darjeeling green tea, lemongrass and cubeb pepper. It is produced using triple-distilled neutral grain spirit and re-distilled in traditional copper pot stills. Available in around 40 countries, Jaisalmer brings Indian ingredients and distillation traditions to an international audience.

“Bhagalpur silk represents a living tradition, sustained by the knowledge and skill of its weaving communities. For me, the opportunity has always been to take this heritage forward without losing sight of its origins,” Samant Chauhan said. “The collaboration with Jaisalmer is an interesting coming together of craft and contemporary design, creating a new context in which Indian craftsmanship can be experienced and appreciated.”

At Lakmē Fashion Week x FDCI, the Jaisalmer Crafted Bar offered guests a curated cocktail experience, while the collectibles reflected the collaboration’s design sensibility. The partnership placed Indian craftsmanship at the centre of a broader conversation on luxury, highlighting the importance of provenance, materials and the people who sustain traditional skills.

“At Jaisalmer, we see Indian craftsmanship as a source of inspiration for creating contemporary luxury experiences. Our collaboration with Samant Chauhan brings together two worlds that share a deep appreciation for detail, provenance and the stories behind what we create” said Kunal Madan, Chief Marketing Officer, Radico Khaitan. “Through initiatives like this, we are exploring how Jaisalmer can connect with consumers beyond the product itself, building meaningful associations with India’s rich cultural and creative landscape.”