Long ago, when I first visited Jaipur, the royal palaces and the allure of old-world grandeur were captivating enough to keep drawing me back to the city. Founded in 1727, Jaipur was India’s first ‘planned’ city, the vision of Maharaja Sawai Jai Singh II, a scholarly ruler with a deep passion for astronomy, mathematics, and science. Yet today, Jaipur is no longer defined solely by its regal past. A thriving metropolis, it pulses with high-profile events, an array of upscale restaurants and bars, and the rise of chic shopping boulevards—Jaipur could, well, be India’s answer to the new city cool.
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The Pink City—named for its salmon pink-hued palaces—has been on many minds lately. Remember when artist Dua Lipa chose it to ring in 2024? Much of Jaipur’s renewed buzz can be credited to the royal sibling duo, Sawai Padmanabh Singh and Gauravi Kumari, who are infusing the historic city with a fresh, modern energy. While Jaipur has long been a destination for travellers and residents alike, social media has amplified its allure. But the truth is, the city was always cool.
Much of Jaipur’s renewed buzz can be credited to the royal sibling duo, Sawai Padmanabh Singh and Gauravi Kumari, who are infusing the historic city with a fresh, modern energy.
“Jaipur has evolved into a blend of tradition and fast-paced modernity. Growing up, it always felt like a magical city to me—full of colour, culture, and vibrancy. I think tourism has played a big role in helping more people discover its magic, putting it firmly on both the global and local map,” says Sangeet Paryani, a Jaipur native and co-founder of Superkicks, a premium sneaker and streetwear retail chain.
Everyone’s here in Jaipur
Jaipur’s craze truly began to dominate screens last year, drawing creatives from across the globe—both Indian and international. The city has become a magnet for the art world, with fashion, design, and culture converging in its regal embrace. “There are many reasons. I think the internet and social media are the most important. It has presented the city in a new light to the glocal audience,” seconds Mr. Paryani.
From Lovebirds unveiling their Spring/Summer collection, crafted by Amrita Khanna and Gursi Singh, to the debut of Palace Atelier, a multi-designer hub curated by French creative Claire Deroo and Gauravi Kumari of the erstwhile royal family, Jaipur is redefining contemporary luxury. Last year, the city even hosted a grand Ralph Lauren gala dinner in support of the Princess Diya Kumari Foundation.
“I believe Jaipur’s younger generation has become more style-conscious in recent years. Traditionally, the city has always had a strong sense of fashion rooted in its heritage, influenced by the royal family’s legacy of elegance and sophistication. This has naturally evolved, with the newer generation embracing a more experimental and forward-thinking approach to fashion,” adds Mr. Paryani.
“I think the internet and social media [have] presented the city in a new light to the glocal audience.”
Jaipur continues to set the gold standard for luxury and taste. The city has evolved into a thriving hub where luxury and homegrown brands have found their footing. Events like Jaipur Literature Festival add to the cultural currency of the city. The youth of the city are straddling culture with glamour beautifully,
A case in point is how Jaipur has become a hotspot for streetwear, sneakers, and contemporary lifestyle culture. The younger generation blends modern influences with tradition, and experimental streetwear brands that incorporate a native touch are rising. Once a niche interest, sneaker culture is also gradually becoming a defining feature of the city’s evolving style. “The demand for lifestyle streetwear is strong. Our Jaipur store was meant to be a 6-month pop-up but the store is still going strong. It’s one of our best-performing stores,” Mr. Paryani mentions proudly. He thanks the influence of polo and rugby clubs from the cantonment era, alongside their Rajputana history. “Now, I see a rise in youth culture that’s embracing both—taking pride in where they come from while also experimenting with new styles and future-forward thinking.”
Eat, live & life
Jaipur’s dining and nightlife scene has undergone a vibrant rebirth post-COVID. Now, it’s a cultural hotspot where Indians, Parisians, Italians, and a thriving expat community come together in a shared celebration of joy and creativity.
From chic lounges to speakeasies that hark back to an era gone by, the best bars in Jaipur are as stunning and diverse as the city itself. “Jaipur’s rich heritage and creative pulse have definitely inspired dining spaces to go beyond food, merging art, architecture, and design into their identity. This architectural identity has deeply impacted how restaurants and dining spaces are conceptualised today,” reasons Tarun Kumar, co-founder of The Big Tree Cafe, a contemporary café in the city.
There’s a rise in standalone luxe dining in Jaipur. “Jaipur is definitely evolving into a cosmopolitan hub with a discerning audience that values unique experiences. With increased exposure to global dining trends, there’s a growing demand for high-quality spaces that offer more than just food,” says Chaitanya Bali, co-founder of Nouba, a fine-dining restaurant with a spa, rooftop lounge, and a striking electric blue bar that has quickly become a hotspot for Jaipur’s party crowd. These spaces are evolving, with traditional warmth as their foundation, to attract a diverse crowd.
Bar Palladio is another refreshing escape, adorned with azure Jaipuri block prints, Renaissance motifs, and Mughal arches. Its classic cocktails and Italian appetizers are a must-try. Johri & Sons brings a stylish speakeasy vibe, while Native Cocktail Room elevates mixology. For a vibrant night out, Paro—set in a former pre-Independence trading hub—boasts a rooftop lounge with stunning city views. Explore Jaipur’s thriving coffee culture at Roastery Coffee House, a hub for creatives, or KaCoBa at Narain Niwas, where heritage meets café charm.
“The younger population and well-travelled locals seek places that blend great food with ambiance. They are drawn to fresh, high-quality ingredients, innovative cocktails, and dishes that offer a twist on expectations. Fusion styles using Indian ingredients like jaggery, saffron, and rose water are gaining popularity in cocktails and desserts,” reasons Mr. Kumar. However, traditional flavours remain the foundation, anchoring these innovations. “Guests prefer fresh, bold flavours presented visually appealingly. The dining culture is embracing immersive, experiential concepts, sustainability-driven menus, nightlife experiences and art,” adds Mr. Bali.
Jaipur’s food scene is evolving, but several niches remain untapped. While the city thrives on heritage cuisine and luxe dining, there’s room for more specialised concepts. “I see significant potential in late-night dining, niche global cuisines like South American, and experiential concepts such as chef’s table experiences or storytelling through food in Jaipur,” notes Mr. Bali. Mr. Kumar adds too, “The plant-based food, sustainable and health-focused dining options and organic cafe niche in Jaipur holds immense potential for growth.”
A modern artistic oasis
Part of the famed Delhi-Agra-Jaipur Golden Triangle, Jaipur has long captivated tourists and culture enthusiasts with its iconic landmarks—from the grandeur of City Palace and Hawa Mahal to the astronomical marvel of Jantar Mantar and the historic Amber Fort.
Beyond its architectural splendor, Jaipur thrives as a hub of artisanal mastery. The city has long been celebrated for its intricate miniature paintings, block printing, and blue pottery. The city’s craftsmen have perfected traditional techniques such as tie-and-dye, vibrant pottery, handblock printing, dabu printing, and intricate jewellery making. But there’s a new wave of artists, curators, and creative spaces that is redefining its cultural landscape.
Unlike Mumbai or Delhi, Jaipur isn’t following a predictable path.
Built in 1727, Jaipur City Palace could be a historical landmark, but it’s reclaiming itself as a dynamic hub for art, culture, and luxury. While it remains a major tourist attraction, it has evolved into a vibrant destination where heritage meets contemporary creativity, with a strong emphasis on art, dining, and shopping. The palace houses the Princess Diya Kumari Foundation store, which showcases modern interpretations of locally crafted textiles, alongside galleries exhibiting an extensive collection of archives, textiles, artworks, and antiquities amassed by the Jaipur royals over centuries. The latest addition to this cultural revival is the Jaipur Centre for Art, a contemporary art institution spearheaded by Sawai Padmanabh Singh and curated in collaboration with contemporary art expert, Noelle Kadar.
Jaipur is also home to India’s first jewellery museum—the Amrapali Museum, established in 2018. Nestled inside a haveli, it is a treasure trove of ornaments, sculptures, personal artifacts, and textiles. The vision behind it comes from Rajiv Arora and Rajesh Ajmera, founders of Amrapali Jewels and avid collectors of antique jewellery. Enhancing the experience, an audio guide narrates the fascinating stories behind key artefacts on display.
Earlier in 2024, renowned jewellery designer Sunita Shekhawat unveiled the Museum of Meenakari Heritage, the centuries-old enameling craft. Curated by jewellery historian Dr. Usha Balakrishnan, the museum showcases the intricate artistry and legacy of Meenakari, further cementing Jaipur’s reputation as a global hub of craftsmanship and cultural innovation.
The city is fast becoming India’s new cultural hotspot, where royalty meets contemporary cool. The recently held IIFA Awards at Jaipur are another validation of Jaipur’s rising prominence in India. “The progress on most fronts has been promising so far—we just need to keep building on it. Brand Jaipur has to be a continuous effort,” says Mr. Paryani. Unlike Mumbai or Delhi, Jaipur isn’t following a predictable path. It’s young, fun, and on the cusp of an evolution–and that’s precisely what makes Jaipur exciting.
