Some journeys begin quietly; with a prayer, a thought, and a feeling that something beautiful is about to unfold.
For us, Ghee Shakkar began just like that, at the sacred feet of Bawe Wali Mata, where the air hums with faith and the earth holds generations of blessings.
What followed was not just a campaign.
It was Jammu’s story told in silver and spirit.
From Vision to Reality
Reviving the craft was only the beginning. Pragya Aggarwal’s vision extended beyond the sarees, she wanted to capture the spirit of Jammu itself. Every frame, every location had to echo the history, grace, and strength of the women who would wear these sarees.
Shooting in Jammu was no small feat. Pragya personally navigated the city’s historic lanes, securing permissions to film in iconic locations; including the regal Hari Niwas Palace. Guided by the esteemed Kuwrani Ritu Singh, she ensured every detail respected tradition while celebrating the city’s heritage.
From coordinating over 50 team members to carefully planning each shot, every effort reflected her devotion to authenticity, making sure that Ghee Shakkar was not just a campaign, but a tribute to Jammu, its women, and a centuries-old craft reborn.
The Beginning: Wrapped in Blessings
We started this journey by offering what was most precious to us; a real silver saree, to the Goddess herself.
As Ms. Jyotika Aggarwal, the heart and soul of October, walked humbly towards the temple, her saree shimmered like devotion itself.
It was a quiet, powerful moment, the kind that fills your eyes before it fills your heart.
Because sometimes, the Goddess doesn’t just bless you; she wraps her arms around you.
That’s what Ghee Shakkar felt like; divine love, woven just for you.
The Inspiration: Of Ghee, Shakkar & Grace
Like ghee that melts with tenderness and shakkar that sweetens every celebration, our collection is a reminder that some traditions deserve to live forever.
The lost art of Real Silver Printing, once adorning royal courts and festive hearts, was disappearing.
But we couldn’t let it fade.
So we revived it, one delicate print at a time.
Each saree carries the soul of Jammu: its women, whose strength is like the fort walls, whose warmth fills homes like the hearth, and whose grace shines brighter than real silver.
The Shoot: Where History Meets Heart
Under the soft morning sun at Bahu Fort, overlooking the Tawi River, our team of over 50 members brought this vision to life.
Every frame felt sacred.
From Kuwrani Ritu Singh’s royal grace to Ms. Shwetima’s soulful dance, each woman became a storyteller, each saree a verse of devotion.
Women from every walk of life came together: teachers, designers, photographers, artists - the Women of Jammu.
They didn’t just wear sarees; they carried memories, heritage, and the promise of tomorrow.
In the shimmer of silver prints, we found the same spirit, a celebration of strength, of softness, and of stories that never die.
Our founder Pragya Aggarwal, alongside inspiring entrepreneurs, celebrated The Women Who Shone: Kuwrani Ritu Singh in royal silver reminded us why heritage matters, Ms. Shwetima brought Jammu’s rhythm to life with her dance, Ruby stepped in front of the camera radiating courage and charm, the twin sisters joined by chance and stayed by choice, Maansi Rattan blended her love for block printing with our real silver craft, and Sakshi Khullar reflected the warmth and timelessness of October’s soul.
Together, they became the faces of Ghee Shakkar, but more than that, they became the heart of Jammu.
The Meaning: More Than Fashion
At October, we’ve always believed that true beauty lies in honouring what came before us.
Every real silver print you see carries whispers of artisans who once worked for kings: their skill, their patience, their devotion.
We bring that back, not for nostalgia, but for love.
Because when you drape an October saree, you don’t just wear silver:
you wear stories, blessings, and prayers passed down through hands that believed in beauty with purpose.
The Message: Vasudhaiva Kutumbakam
We hold close the Sanskrit verse:
“Vasudhaiva Kutumbakam”: the world is one family.
Our Ghee Shakkar collection is a prayer for every woman, in Jammu, across India, and beyond: who carries love in her heart and light in her soul.
It’s a reminder that celebrations are sweetest when shared, that traditions live on when we honor them together, and that the most radiant glow doesn’t come from silver, but from the spirit of the women who wear it.
The Heart of October
In our little bungalow by the Himalayan foothills, surrounded by old furniture with stories of their own, our team of women artisans work quietly, reviving, restoring, and rejoicing in every creation.
Each thread, each print, each fold carries something sacred.
Not perfection, but presence.
Because October isn’t just about making clothes.
It’s about making meaning, about creating what feels like home.
And so, Ghee Shakkar isn’t just a campaign.
It’s a blessing.
A story.
A legacy.
A piece of Jammu’s heart, wrapped in silver and sent with love.
