Jaypore, a brand under Aditya Birla Fashion and Retail Ltd., marked the 10th National Handloom Day by honouring the tradition of Indian handloom crafts. The brand has established strong relationships with various artisanal communities across India to support and sustain traditional crafts.
“At Jaypore, our mission is to bring the exquisite artistry and the heritage of India’s handloom crafts to the world. We are proud of our longstanding relationships with masterful weavers who are the custodians of these timeless traditions,” Radhika Chhabra, Creative Head, Jaypore, said.
Jaypore collaborated with artisans such as Mr. Durga Rao, head of Kalamkari craft from Machilipatnam; Madam Sai Lakshmi of Toda craft from the Nilgiris; and Rajendra Kumar Bhagel from the Ghadwa community of Chhattisgarh, known for Dokra metal sculptures. Notably, Jaypore has worked with Mr. Badugu Ashok, a weaving master of Ikat from Telangana, for over a decade. His expertise in Ikat weaving, a technique involving resist-dyeing yarns, has been instrumental in preserving and promoting this art form.
Handloom crafts are vital to India’s cultural heritage, and Jaypore’s initiatives aim to enhance the visibility and sustainability of these traditional skills. The brand’s activities help create a market for handloom products and raise awareness about their cultural significance.
Jaypore operates a website and 27 stores across India, offering over 30 crafts and a range of artisanal products. It also aggregates other artisan-based brands and ships worldwide.
ABFRL, part of The Aditya Birla Group, is a major player in India’s fashion retail sector, with revenue of Rs 13,996 crore and a network of 4,664 stores. It includes brands such as Louis Philippe, Van Heusen, and Pantaloons, and international brands like Ralph Lauren and Ted Baker. ABFRL also oversees branded ethnic wear brands like Jaypore and Tasva and has a digital-first initiative called TMRW.
