Abha Jindal Launches Rajwada Poshak Collection for Thakurji, Takes Devotional Couture to Global Audience

(MENAFN- Liker Series) Kolkata: Kolkata-based devotional couture label Abha Jindal has launched its Rajwada Poshak Collection for Thakurji, introducing a range of individually crafted deity attire inspired by the grandeur and visual language of royal Indian traditions. The collection is now being made available to devotees in India as well as international clients through the label’s consultation-led approach.
The new collection brings together traditional colours, decorative borders, detailed motifs and coordinated shringar to create a formal and ceremonial appearance for Thakurji. Rather than following a single fixed design, the collection has been developed around multiple compositions, with variations in colour combinations, motif placement, proportions and detailing.
The Rajwada aesthetic has historically been associated with the visual richness of royal Indian households. Abha Jindal’s latest collection adapts elements of that aesthetic for devotional dressing, keeping the focus on the deity and the overall shringar. The designs are not presented as replicas of one particular historical costume, but as contemporary devotional interpretations of a broader Rajwada-inspired style.
A key feature of the collection is its individualised approach. Each poshak is differently crafted, allowing the design to be considered in relation to the size, posture and proportions of the deity. The label’s team also takes into account the occasion and the type of shringar that the devotee wishes to create.
This consultation-led process is particularly relevant when customers are looking for a complete presentation rather than a poshak alone. Depending on the requirement, jewellery, mukut and other elements of shringar can be coordinated with the attire to create a unified look.
The collection has been introduced with the phrase “Rajwada Poshak, a regal expression of bhav,” while the campaign uses the lines “Bhakti ka roop, Rajwadon ki shaan” and “Bhakti mein shringar, Rajwadon ka andaaz.” The messaging positions the royal-inspired aesthetic within the broader context of devotion and seva.
Founded by Abha Jindal in 2017, the Kolkata-based label has developed its work around devotional couture, including deity poshaks, God jewellery, mukuts and complete shringar. What began with Jindal’s personal interest in designing for the divine form has evolved into a specialised practice serving individual devotees, families, collectors, religious institutions and temple settings.
The label’s consultation process forms an important part of its work. Customers are encouraged to share details such as the deity’s photograph, size, posture, preferred style and occasion before finalising a design. According to the label, these details help the team understand how a particular poshak or shringar arrangement may work with the deity’s existing form and adornments.
With the latest launch, this approach is being extended to clients outside India. Overseas devotees can connect with the label through video consultations, while customers visiting Kolkata can schedule an appointment at the brand’s studio in Salt Lake. The digital consultation model allows international clients to discuss design options, measurements and shringar requirements without needing to travel to Kolkata for the initial selection process.
The Rajwada collection is being positioned for festive occasions, special darshan, family celebrations and other devotional moments where devotees may seek a more ceremonial form of adornment for Thakurji.
The global availability also reflects the changing way Indian families living abroad access specialised devotional products. While the collection is inspired by an Indian royal aesthetic, its ordering and consultation process has been designed to accommodate devotees across different locations.
The Rajwada Poshak Collection can be explored through abhajindal dot com and the label’s Instagram profile labelabhajindal. Customers can share the deity’s photograph, size, preferred shringar and occasion while making an enquiry to help the team understand their requirements.
With the launch of the Rajwada Poshak Collection, Abha Jindal is taking its Kolkata-based devotional couture practice to a wider international audience while retaining the personalised consultation that remains central to the label’s approach to dressing and adorning Thakurji.

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