Birla Group’s Jaypore opens 20th store

JAYPORE, the artisanal lifestyle brand from Aditya Birla Fashion Retail and Lifestyle (ABFRL), has launched its first store in Hyderabad. The new store, 20th in India, has come up at the effervescent Jubilee Hills area in the city and is a testament to JAYPORE’s commitment to celebrating the rich Deccan culture and exquisite crafts.

JAYPORE is one of India’s leading destination brands for all things craft and artisanal, across exquisite apparel, jewellery and home products.The brand runs an eponymous label called Jaypore and also aggregates other artisan-based brands on its portal.

Spread over 3,300 sq ft, the brand-new store is a haven for enthusiasts of crafts and culture. Consumers will be captivated by an extensive array of apparel for men and women, exquisite home décor, jewellery and accessories. Meticulously crafted interiors reflect the diverse craft culture of India, creating an immersive experience for all.

Rashmi Shukla, Business Head, JAYPORE, Aditya Birla Fashion and Retail Limited stated, “We are delighted to announce the launch of our first store in the Hyderabad market marking 20 stores of Jaypore in India. This new store represents an exciting milestone for the JAYPORE brand. Through this exclusive outlet, we aim to bring the rich tapestry of Indian craftsmanship to the forefront of contemporary fashion and lifestyle.”

“This store is a testament to our unwavering commitment to showcasing heritage Indian crafts in modern avatars. We extend a warm invitation to craft enthusiasts, fashion connoisseurs, and all lovers of artistry to immerse themselves in the beauty and creativity that Jaypore has to offer”, she added

”Currently, we have a retail presence across North, South, West and Central India with a total of 20 exclusive and standalone stores. With this new brand outlet in Hyderabad, we intend to increase and strengthen our footprint across the country offering customers a unique retail shopping experience”, added Ms. Shukla.

At the heart of the store lies an awe-inspiring wall adorned with authentic Kalamkari art, depicting native scenes of an aviary, paying homage to the Deccan heritage. This striking representation showcases JAYPORE’s dedication to preserving and promoting traditional Indian art forms while presenting them in a contemporary context.

JAYPORE’s façade is an awe-inspiring reflection of Phulkari craft, a folk embroidery tradition from Punjab, showcased through a geometric jaali. Embracing this cherished tradition, Jaypore’s branding incorporates a jaali motif, infusing cultural heritage into the store’s identity.

Inside, a diverse range of craft expressions await, from Kansa’s mesmerizing metal work to Phool-Patti’s delicate florals, vibrant block prints and ornate Kalamkari celebrating the Deccan craft heritage. Temple jewellery, inspired by the centuries-old traditions, adds elegance and grace.

Each piece displayed in the store celebrates Indian craftsmanship, inviting customers to embark upon an exploration of art and craft.

Jaypore’s store offers exquisite crafts that celebrate India’s rich heritage, displaying the remarkable Bidri hand-carved wall plates showing the skill and artistry of Telangana’s craftsmen. Moreover, the store provides a captivating experience through the revival of Pichwai art captured in an awe-inspiring 8-foot wall painting.

Complementing these are eclectic accent pieces like seating made with Kilim Dhurries from Jaipur, adding elegance and comfort to the space.

Aditya Birla Retail reported a revenue of Rs. 12,418 Cr. For FY 2022-23. The Company has a network of 3,977 stores spread over 10.8 million sq ft across 33,535+ multi-brand outlets with 6,723 points of sales in department stores across India.