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ABFRL’s artisanal brand JAYPORE launches 20th Store in India

One of India’s leading artisanal lifestyle brands, JAYPORE, has launched its 20th store in India, its first in Hyderabad. The brand, under the aegis of Aditya Birla Fashion Retail and Lifestyle (ABFRL), opened the store in Jubilee Hills, Hyderabad with a commitment to celebrating the rich tapestry of Deccan culture and exquisite craftsmanship.

Store Specs

The store is situated at Plot No: 468, Unit No. 1A, Fortune Atrium, Road No. 36, Jubilee Hills, Hyderabad, Telangana – 500033.

Encompassing a sprawling area of 3,300 sq. ft., the first EBO in Hyderabad houses an extensive array of apparel for men and women, home décor, jewellery and accessories. The store promises to create an immersive experience for consumers with its meticulously crafted interiors that reflect the diverse craft culture of India.

“We are delighted to announce the launch of our first store in the Hyderabad market marking 20 stores of Jaypore in India. Currently, we have a retail presence across North, South, West and Central India with a total of 20 exclusive and standalone stores. With this new brand outlet in Hyderabad, we intend to increase and strengthen our footprint across the country offering customers a unique retail shopping experience,” said Rashmi Shukla, Business Head, JAYPORE, Aditya Birla Fashion and Retail Limited.

Store Design

The store façade is an awe-inspiring reflection of Phulkari craft, a folk embroidery tradition from Punjab, showcased through a geometric jaali. Embracing this cherished tradition, Jaypore’s branding incorporates a jaali motif, infusing cultural heritage into the store’s identity.

At the heart of the store lies an awe-inspiring wall adorned with authentic Kalamkari art, depicting native scenes of an aviary, paying homage to the Deccan heritage. This striking representation showcases JAYPORE’s dedication to preserving and promoting traditional Indian art forms while presenting them in a contemporary context.

Jaypore’s store offers exquisite crafts that celebrate India’s rich heritage, displaying the remarkable Bidri hand-carved wall plates showing the skill and artistry of Telangana’s craftsmen.

Moreover, the store provides a captivating experience through the revival of Pichwai art captured in an awe-inspiring 8-foot wall painting. Complementing these are eclectic accent pieces like seating made with Kilim Dhurries from Jaipur, adding elegance and comfort to the space.

“This new store represents an exciting milestone for the JAYPORE brand. Through this exclusive outlet, we aim to bring the rich tapestry of Indian craftsmanship to the forefront of contemporary fashion and lifestyle. This store is a testament to our unwavering commitment to showcasing heritage Indian crafts in modern avatars. We extend a warm invitation to craft enthusiasts, fashion connoisseurs, and all lovers of artistry to immerse themselves in the beauty and creativity that Jaypore has to offer,” Shukla explained.

Products on Offer

Inside, a diverse range of craft expressions await, from Kansa’s mesmerizing metalwork to Phool-Patti’s delicate florals, vibrant block prints and ornate Kalamkari celebrating the Deccan craft heritage.

Temple jewellery, inspired by centuries-old traditions, adds elegance and grace. Each piece displayed in the store celebrates Indian craftsmanship, inviting customers to embark upon an exploration of art and craft.

The brand has also announced few inaugural offers for consumers. Customers can shop for Rs 6,990/- and get 15% off. This offer is valid until July 31, 2023.

In addition to providing an exceptional retail experience, JAYPORE’s Hyderabad store will host a series of events and workshops. These initiatives will create a platform for local artisans to share their skills and engage with a vibrant community.

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