And now, a GI tag adds more vibrancy to Rajasthan’s Sojat Mehndi
The Hindu
Known for its entrancing, deep burnt-red stain, the world famous Sojat Mehndi of Rajasthan got its due on September 14. We explore its harvesting, manufacturing and various art and medicinal forms — as well as the issue of adulteration
“Our women apply it on their hands and even our men put it on their fingertips,” says Mukesh Heerani, whose family has been in the mehndi business since it began in 1969. “Mehndi has been our lifeline for generations and the new GI (Geographical Indication) status for Sojat Mehndi will only increase its brand value and the customer’s faith in us.”
Mukesh, who is a fourth-generation producer, set up Brite Henna Products in 1985 and processes five tons of mehndi per day into packs that range from of 10-gram to one-kilogram packets.
The entire town of Sojat by the river Sukri in Rajasthan is celebrating this new-found value to their homegrown mehndi, which is sought after by Bollywood stars like Aishwarya Rai Bachchan and Priyanka Chopra, for their wedding ceremonies. The town’s population — almost 1.25 lakh people — comprising 150 “big and small” farmers, traders, manufacturers and labourers depend on mehndi farming valued at 1000 crore.