Aditya Birla Fashion and Retail Limited’s (ABFRL) artisanal lifestyle brand Jaypore has unveiled its latest masterpiece, the enchanting ‘Himali’ serve ware collection. Jaypore has carved a niche for itself as one of India’s leading destination brands for all things craft and artisanal across apparel, jewellery and home products.
The signature collection is inspired by Pahari paintings of Himachal Pradesh – the Land of Gods. This range is a testament to the brand’s enduring commitment to craftsmanship and aesthetic excellence infusing heritage art and culture into today’s modern lifestyle.
JAYPORE is committed to designing, sourcing and retailing authentic Indian products suited for a modern lifestyle. The brand hosts more than 30 crafts and curates them on its website and through its 20 stores pan India.
The collection aims to capture draws inspiration from the graceful Pahari painting style, the very essence of the majestic Himachali landscape. Abundantly found in the Himalayas, the resplendent cypress tree along with mesmerizing peacock and bird motifs take center stage in Jaypore’s latest collection. Serene lotus impressions add a sacred aura, while the pastel palette of sage green, light pink, and beige gracefully evokes the serene ambience of the Himalayan landscape, paying homage to the Pahari painting aesthetic.
The brand runs an eponymous label called Jaypore and aggregates other artisan-based brands on its portal. It ships worldwide and has a global audience.
The Parent Company
ABFRL is part of a leading Indian conglomerate, The Aditya Birla Group. With revenue of Rs. 12,418 Cr. spanning retail space of 10.8 million sq. ft. (as on March 31, 2023), it is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.
The Company has a network of 3,977 stores across approximately 33,535 multi-brand outlets with 6,723 point of sales in department stores across India (as on 31st March 2023).
It has a repertoire of India’s largest brands in Louis Philippe, Van Heusen, Allen Solly and Peter England, established over 25 years. Pantaloons is one of India’s leading fashion retailers. Its international Brands portfolio includes – The Collective, amongst India’s largest multi-brand retailers of international brands and has long-term exclusive partnerships with select brands such as Ralph Lauren, Hackett London, Ted Baker, Fred Perry, Forever 21, American Eagle, Reebok and Galeries Lafayette.
The Company’s foray into branded ethnic wear business includes brands such as Jaypore, Tasva & Marigold Lane. The company has strategic partnerships with designers Shantanu & Nikhil, Tarun Tahiliani, Sabyasachi and House of Masaba.
In addition, to cater to the needs of digitally native consumers, ABFRL is building a portfolio of Digital-first brands under its technology-led house of D2C brands venture TMRW. TMRW is on a path to building a portfolio of digital first brands in partnership with founders of emerging brands in the e-commerce market. With a focus on Fashion & Lifestyle categories, TMRW is building a portfolio of the most loved consumer brands that tap into the significant growth potential in India and globally.
