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Shefali Shah and Kalki Koechlin celebrate Basant by ABFRL's Jaypore

Mumbai, Maharashtra, India: Jaypore recently launched #TheFabricofIndia campaign to celebrate the brand's spring-summer 23 collection - Basant. The campaign pays tribute to the rich heritage of Indian handicrafts and appreciates the artisans, the collection is available online and in all Jaypore stores.

Bollywood personalities like Shefali Shah and Kalki Koechlin were present to showcases crafts that are highlighted in Jaypore ‘s Spring-Summer 23 collections that include apparel, home d├ęcor, jewelry and accessories.

India’s leading artisanal lifestyle brand Jaypore from Aditya Birla Fashion Retail and Lifestyle (ABFRL) wish to promote India’s rich traditional crafts like Rajsthani Gota patti, Indian Silk Handloom, Tribal Silver Jewelry and many other exclusive and exotic forms of handicrafts available in India.

The #TheFabricofIndia campaign aims to create awareness about the rich and diverse crafts that India is proud of. With this campaign, the brand weaves together rich and inspiring artisanal stories with excellent designs and beautifully illustrated apparel, jewelry and luxury home decor collections with a touch of modern interpretations.

The campaign showcased the graceful craftsmanship of 'Sangneri', vividly showcasing the onset of spring through the blossoming flowers in the 'Gauri' collection.

Kansa is the home decor collection by Jaypore, it has a range of handcrafted products made from the wonderful Kansa metal. With Kansa you also get Jiya showcases thalis, coffee makers, glasses and much more. 

JAYPORE is one of India's leading brands for Indian handicrafts and traditional products. As a brand, it is committed to designing, sourcing, and retailing authentic Indian products such as apparel, jewelery and home products to suit the modern lifestyle.

The brand sources its products from more than 70 craft clusters for the website and 15 stores across India. 


In October 2022, ABFRL’s JAYPORE launched 'Utsav', a festive campaign celebrating brilliant and untapped Indian artisans and their creations like Ajrakh made by the famous Khatri family of Kutch. The brand's digital campaign Jaypore Utsav was showcased at India's UNESCO heritage site in Gujarat, featuring Utsav Collection presented by artisans from the Meghwadamarwad community, who are the real hands behind this craft.

JAYPOR by Aditya Birla Fashion and Retail Limited took these enthralling moments in a raw and real environment at India’s UNESCO Heritage Site in Gujarat and collaborated with the artisans for the digital campaign. JAYPORE has worked relentlessly to promote authentic Indian handicrafts, that are nurtured through traditions and heritage. The brand works closely with the Indian artisan community to create a beautiful blend of modern and traditional merchandise for the customers.

Men’s Collection at Jaypore’s‘Utsav’ will feature long and short kurtas with Nehru Jacket complemented in tussar cotton and tussargicha in various royal shades fashioned to be the pillar of every festive wardrobe.

Women’s Collection at Jaypore’s‘Utsav’ featured lush weaves like Chanderi and tissue Chanderi, viscose linen, and cotton with the heritage craft of ajrakh block prints. The collection was specially made for festive occasions and embellished with handmade embroidery that had zari and moti work with tassel braids and gold sequins.

Jaypore was acquired by Aditya Birla Fashion and Retail Ltd (ABFRL) in June 2019.

News Source : JAYPORE

Image Source: NewsVoir

Edited By: Stree Clothing

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