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The year was 1942 and a summer night in the village of Savarkundla, Gujarat when the Parekh household was preparing to go to bed. Suddenly the stillness was shattered by an authoritative knock. It was the police. They were looking again for Jayantibhai, the rebellious son of the house. The boy was being hunted down for his vigorous participation in the Quit India Movement. This time old Vachhraj, Jayantibhai’s father, was fed up. So that night when the boy sneaked home, he was given a sound thrashing and unceremoniously packed off to Mumbai.
Alone in the swarming metropolis, Jayantibhai found employment as a sales boy in a saree shop called Kala Niketan. Those initial nights were spent on the footpath. Dreaming of owning an enterprise that would have people from all over the world (including the British), flocking for his wares.
Armed with all his fancy dreaming, the young man worked relentlessly. Learning everything he could about skills and sarees. Knowing them; loving them; he understood fashion. He interacted with weavers and craftsmen. And he built lifelong relationships with customers.
The sight of Jayantibhai cycling at noon, while delivering important consignments, became increasingly familiar. The year was 1951. And within the cramped 200 sq. ft confines of Kala Niketan, a dream was becoming real. His popularity soared to such levels that he was soon made manager of Kala Niketan. And finally, in partnership with Narandas Nathwani, he became the owner.
Life now became one big trip for Jayantibhai. He graduated from his bicycle to endless train journeys, painful bullock cart sojourns and bumpy camel rides as he repeatedly crisscrossed Gujarat, Banaras, Andhra Pradesh, Paithan and other places to coax weavers to create special editions and reviving near extinct design styles.