Joli India was founded in 2010 by Lili and Jonas, born from their shared passion for India’s streets, textures, and treasures. Strolling through Delhi’s chaotic markets, they sketched, sourced, and stitched their first line of bag and pouch designs rooted deeply in the raw, vibrant pulse of everyday India. 

At the heart of Joli is a love for upcycling, not as a trend, but as a way of life. India’s longstanding culture of reuse became its biggest inspiration. From discarded fabrics in Panipat to forgotten dhurries and even old tyres from Delhi’s gallis, Joli transforms waste into wonder. Their iconic styles, handcrafted using leftover fabric strips, repurposed carpet yarns, and neon trims, turning industrial leftovers into eccentric, soulful accessories. Every Joli piece carries the imprint of the connection between places, people, and stories. The name “Joli” (a blend of founders Jonas and Lili, and meaning “pretty” in French) reflects both the collaborative spirit and the visual joy that defines the brand. 

Whether it’s neon-trimmed canvas bags echoing Delhi’s grit and glow, or dhurrie-based totes printed on traditional “korra” rugs, Joli embraces India's patchwork spirit with flair. Upcycling isn’t just an aesthetic; it’s the ethical backbone of the brand. Joli works with small workshops and social enterprises across Delhi, championing slow craft, artisan skill, and sustainability. 

At its core, Joli is about joyful transformation. It’s about turning waste into wonder, finding beauty in the overlooked, and building something lasting out of connection. 

Joli is based in Delhi.