JAYPORE CREATES A STRONGER BOND WITH ARTISANS

Amidst the raging pandemic and difficulties that have arisen because of lockdown, artisans have become some of the worst hit communities within the apparel domain. Anurima Das explains how Creative Dignity has been able to bring together all artisans under one platform to help them cope with the present times…

- Anurima Das

ABFRL, one of the largest manufactures and retail branded-fashion apparel companies, is worth about USD 48.3 billion under the Aditya Birla Group. With a revenue of ₹8,788 crores and spanning across a retail space of 8.1 million sq ft (last checked on March 31, 2020), it is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats under its wing. The Company has a network of 3,031 stores, and a presence across approximately 25,000 multi-brand outlets with more than 6,500 points of sales in department stores across India. Recently, the company has also closed two strategic investments in branded ethnic wear business with Jaypore and Shantanu & Nikhil.

Jaypore, from the house of Aditya Birla Fashion and Retail Limited, continuing on the brand’s unique ethnic offering has now collaborated with Creative Dignity to ensure the artisan community can reach customers digitally. The brand will offer a wider reach pan India through its e-commerce platform to artisans thus giving them access to new markets and a more sustained livelihood.

Jaypore is also one of India’s leading destination brands for all things Craft and Artisanal across Apparel, Exquisite Jewellery and beautiful Home products. India has a rich heritage of handmade crafts and traditional products and Jaypore is committed to design, source and retail authentic Indian products suited for a modern lifestyle. The brand sources from more than 70 craft clusters and curates it all on Jaypore.com. It has two stores, one each in Delhi and Bangalore.