Jaypore, the artisanal lifestyle brand under Aditya Birla Fashion and Retail Limited (ABFRL), has partnered with Shobitam, a D2C ethnic fashion brand, to introduce Shobitam’s handcrafted sarees and the ‘Shobitam Vidya Balan’ collection.
These offerings will be available at select Jaypore stores and on its e-commerce platform, www.jaypore.com.
The partnership will feature Shobitam’s range of sarees, showcasing various crafts such as Jamdani, Kanjivaram, Madhubani, Maheshwari, Shibori, and intricate embroidery.
The collections will be part of a curated in-store experience at Jaypore locations in HSR Bangalore, Jubilee Hills Hyderabad, and Khan Market Delhi, with plans to expand availability to more stores in the coming months.
This collaboration aims to provide a platform for traditional Indian crafts while enhancing Jaypore’s retail offerings.
Jaypore currently operates 27 stores across India and offers over 30 crafts through its retail and online platforms. The brand is a part of ABFRL’s ethnic wear portfolio, which includes brands like Tasva and Marigold Lane, along with partnerships with designers and digital-first ventures.
