Geroo Jaipur is a Jaipur-based handcrafted ethnic wear brand founded in 2014 by Neelam Jain. Born out of a deep love for traditional Rajasthani craftsmanship, the brand was built with one simple belief — that clothing made by hand, with natural materials and honest effort, carries a value that mass-produced fashion never can. The name Geroo comes from the earthy red ochre pigment found in Rajasthan's soil — a color that has been used by artisans for centuries.