It was during the process of developing new products for her earlier brand, Ankh, that Malad-based home furnishing designer, Renuka Borana Shah (30), got the germ of an idea to start Jalebi.
<img title="Jalebi&rsquo;s range of notebooks" src="http://images.mid-day.com/images/2015/may/Jalebi-notebook.jpg" alt="Jalebi&rsquo;s range of notebooks" /> Jalebi&rsquo;s range of notebooks
&ldquo;I came across resources like stone paper and Grow Me plantable paper, which triggered a desire to present them to a wider audience. Ankh had colour and visuals while Jalebi products are calm, meaningful and tastefully crafted.
<img title="Renuka Borana Shah" src="http://images.mid-day.com/images/2015/may/Renuka-Borana-Shah.jpg" alt="Renuka Borana Shah" /> Renuka Borana Shah
As a designer, I need to give my audience products which add purpose while using it and even after its use,&rdquo; she states. She zeroed in on the name &lsquo;Jalebi&rsquo; as it was one of her favourite sweets, and she found its pattern and design interesting.
<img title="Gift tags" src="http://images.mid-day.com/images/2015/may/Gift-tags.jpg" alt="Gift tags" /> Gift tags
For Shah, launching Jalebi was akin to coming full circle: &ldquo;Jalebi is designed in circles, it represents life and karma. Karma is a term about the cycle of cause and effect; what happens to a person, happens because they caused it with their actions. We believe that what we give to nature will come back to us, hence, we have launched eco-friendly products.&rdquo;
<img title="Typography hook " src="http://images.mid-day.com/images/2015/may/Typography-hook.jpg" alt="Typography hook " /> Typography hook
Jalebi&rsquo;s product range includes Waterproof notebooks made from paper that is tear-resistant, recyclable and insect-proof. Instead of wood, the paper is made out of mining waste and stone.
<img title="Eye masks" src="http://images.mid-day.com/images/2015/may/Eye-masks.jpg" alt="Eye masks" /> Eye masks
They have typography hooks, eye masks and a wide range of Grow Me paper notebooks; after the use of the notebook, the outer cover can be put in a pot to grow plants and the paper has seeds embedded in it. Next up, Shah will be designing storage shelves, kitchenware and other products that incorporate the Grow Me paper.
<img title="Eco-friendly cards" src="http://images.mid-day.com/images/2015/may/Eco-friendly-cards.jpg" alt="Eco-friendly cards" /> Eco-friendly cards
At: Sanctum, Tappu Ki Dukaan and Roti Kapda Makaan. Log on to: www.facebook.com/ecofriendlyjalebi Also: Available on Amazon.in and Snapdeal.com Cost: Rs 150 to Rs 1,250

Stationery buffs and eco-friendly souls can go heady over city-based brand Jalebi&rsquo;s unique design products that include waterproof notebooks and plantable seed paper notebooks

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Stationery buffs and eco-friendly souls can go heady over city-based brand Jalebi&rsquo;s unique design products that include waterproof notebooks and plantable seed paper notebooks

When stationery goes green

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