Homegrown brand Jaypore stands as a bridge between India’s timeless craftsmanship and the global stage, celebrating the country’s artisanal legacy through thoughtfully curated collections that uphold Indian crafts and the people behind them. The brand brings together the finest designs from skilled craftsmen and creators across India, presenting them through a modern lens that highlights both authenticity and accessibility.
Founded in 2012, Japore began with a clear purpose: to celebrate India’s craft story and present it with pride to the world. The brand’s journey took a defining turn in 2019 when it became part of the Aditya Birla Group, enabling it to expand with scale, structure and renewed vision. Today, Japore’s pan-India presence boasts of 39 stores across major cities, including Delhi, Bengaluru, Mumbai, Hyderabad and Chennai, complemented by a strong digital presence that connects its collections to a global audience.
Jaypore operates across four key categories – Apparel, Jewellery, Home and Accessories, pricing for which is thoughtfully designed to remain inclusive while honouring the craftsmanship behind every piece. Apparel starts retailing onwards of Rs. 990, while Home starts at Rs. 490 and Accessories and Jewellery start at Rs. 290.
This appeals to the brand’s target customers who value thoughtful design and appreciate handcrafted detail. “We serve a wide spectrum — from young professionals discovering craft for the first time to long-time patrons of the category. With our presence across metros, Tier-1 and emerging Tier-2 markets, Jaypore appeals to consumers seeking meaningful, stylish and culturally rooted products.” Manu Gupta, Brand Head of Jaypore, told Apparel Online India, in an exclusive interview.
He added, “Handcrafting is truly at the heart of what we do. Whether it’s block printing, weaving, intricate embroidery or naturally dyed textiles, each product carries the touch of the artisans we work with. It is this human element, the imperfections, the time and the skill that make Jaypore pieces so special.”
Artisans At The Heart Of Everything
At Jaypore, discovering new artisans is an intentional and ongoing effort. The brand’s teams routinely travel across India to scout and meet karigars, explore emerging clusters and identify crafts that deserve a wider platform. “We have built close relationships with more than 30 artisanal communities, like Dokra from Chhattisgarh, Toda from the Nilgiris, Bidri from Karnataka and Thewa from Rajasthan, among others. We also work with craft institutes and local organisations to stay connected with new talent. The goal is simple: find exceptional craftsmanship, support it meaningfully and bring it to a global audience with authenticity,” Manu explained.
India’s craft map shifts every few hundred kilometres, with new materials, stories and skills emerging at each turn. At Jaypore, this diversity serves as the starting point for all their endeavours. “In essence, India’s vastness guides our discovery process, and we follow it with curiosity and respect, bringing forward artisans whose work deserves a larger stage,” Manu highlighted.
Commenting on the key materials that form the basis of the collections, Manu said, “At Jaypore, we work with a diverse mix of materials, including handlooms, handwovens, cotton, silk, brass, kansa and silver. These are sourced directly from craft communities to ensure authenticity, quality and alignment with our design intent, further allowing us to blend traditional techniques with contemporary aesthetics while ensuring fair engagement with the artisans we collaborate with.”
| AO: Beyond providing a marketplace, how does Jaypore support the artisans it works with – in terms of training, fair wages, or access to sustainable livelihoods? MG: At Jaypore, our relationship with artisans goes much deeper than sourcing. We work closely with craft clusters across the country to ensure they receive fair wages and consistent orders. In many cases, our teams conduct design and product development training, helping artisans adapt their traditional techniques to modern aesthetics. This not only preserves the craft but also helps them create pieces that have strong market relevance. We also focus on long-term partnerships, so artisans have a stable and sustainable livelihood rather than seasonal work. It’s a collaborative journey and we take a lot of pride in it.AO: What would you document Jaypore’s success to? What unique business strategies has the brand implemented to stand out in the highly competitive industry? MG: At Jaypore, we credit our success to staying true to craft while designing for the modern consumer. Our strength lies in curating collections with a clear point of view and turning traditional techniques into contemporary pieces that feel relevant every day.What sets us apart is our focus on product innovation, thoughtful storytelling and an omnichannel experience that brings craft to both digital and in-store spaces with equal depth. By combining data-led merchandising with long-standing artisan partnerships, we offer products that are culturally rooted yet globally appealing.This blend of authenticity, innovation and accessibility is what helps Jaypore stand out in a competitive landscape. AO: What, according to you, is driving consumption in fashion categories in the Indian market? Digital discovery has also expanded tastes, encouraging people to explore craft, colour and new silhouettes. As a result, handmade and thoughtfully designed products are seeing stronger traction because they offer meaning, not just novelty. For us, this shift aligns perfectly with what Jaypore stands for: craft that is modern, versatile and deeply connected to India’s creative heritage. |
Collection And Range Planning
Jaypore follows a season-based approach with two main hero collections each year, namely the Spring/Summer and Autumn/Winter collection. Within these seasons, the brand rolls out curated drops that align with key occasions such as weddings, travel, festivities, gifting and lifestyle needs, an approach that aids them in staying relevant to their customers while ensuring craftsmanship, storytelling and design excellence remain at the heart of their products. “Our campaigns often build on this philosophy and align with this central idea. Through a combination of seasonal collections, curated drops and thoughtfully crafted campaigns, we ensure that every offering is both relevant to the moment and deeply connected to India’s rich craft heritage,” Manu highlighted.
Retailscape
Jaypore currently operates 39 stores across India, with plans to open five more by the end of this quarter in the pipeline. Beyond retail expansion, the brand continues to explore new categories and collections that stay true to their core of handcrafted, culturally rooted design. “Our focus is on thoughtfully growing the brand while ensuring that every new line reflects our commitment to craft, quality and storytelling,” Manu highlighted.
Jaypore stocks its products through a mix of its own retail stores and omnichannel presence, with their central warehouse in Noida allowing them to efficiently serve both their stores and online operations across India. In addition to their own website and 39 retail store network, the brand is also available to purchase on Myntra, making it easy for customers to explore and shop their collections wherever they prefer.
| “At Jaypore, we believe that India’s artisanal sector is poised for a renaissance that blends heritage with contemporary relevance, expands livelihoods and positions Indian craft on the global stage. Our long-term vision is an ecosystem where artisans thrive as creators, entrepreneurs and cultural custodians, supported by sustainable demand and meaningful storytelling.” |
Commenting on the brand’s long term vision, Manu said, “Firstly, we continue to spotlight India’s diverse craft traditions through thoughtfully designed collections that make artisanal work relevant to modern wardrobes and homes; secondly, we work closely with craft clusters, ensuring consistent engagement, fair value and long-term capacity building so artisans can scale without compromising authenticity. And thirdly, we invest in storytelling across retail, digital and community spaces so every product becomes a gateway to its craft, its region and its maker.”
