In a significant step towards its strategic retail growth, Jaypore, the celebrated artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd. (ABFRL), has unveiled its newest store at Worldmark, Gurugram, further strengthening its presence in India’s cultural and retail landscape. With this launch, Jaypore now operates 32 stores across the country, reaffirming its commitment to bringing India’s rich artisanal traditions to a wider audience through thoughtfully designed retail spaces.
Sprawled across 2,000 sq. ft., the new Jaypore store is more than just a retail space — it is an immersive journey into the heart of India’s craft culture. The design language is rooted in earthy elegance, with handcrafted nuances, tactile textures, and traditional materials seamlessly woven into the visual storytelling within the space. Every corner echoes the cultural richness for which Jaypore is celebrated, inspiring consumers to reclaim their Indian roots.
Speaking on the launch, Manu Gupta, Vice President & Brand Head, Jaypore said, “At Jaypore, our vision has always been to reimagine Indian craft for today’s discerning consumer. Our rapid expansion reflects a strong and growing appetite for authentic, design-led artisanal products. With every new store, we are not just expanding our footprint but also deepening our narrative — one that celebrates the extraordinary talent of Indian artisans. The Gurugram store embodies this ethos — rooted in tradition yet tailored for the modern aesthete.”
Jaypore brings together the artistic diversity of India — from the looms of the East to the ateliers of the West, the embroidery clusters of the North to the hand-printing traditions of the South. The store offers a rich and evolving collection of womenswear and menswear, showcasing handcrafted textiles and techniques passed down through generations — including Kantha, Bagh, Jamdani, Brocade, Chikankari, Gota Patti, Ikat, Kota weaves, and more.
This celebration of craft extends beyond apparel — into jewellery that reflects both tribal traditions and timeless elegance, with pieces in silver, handcrafted jhumkas, balis, and both contemporary and traditional designs. The home collection brings Indian materials and artistry into contemporary living — with brassware, kansa, Dokra, decal prints, among others that blend form, function, and heritage.
The store’s design reflects Jaypore’s philosophy of thoughtful craftsmanship — a space where tradition meets modernity in every detail. Set in hues of India, the handcrafted finishes create a tactile environment that allows the artistry of the products to take centre stage. The layout encourages slow browsing and discovery, with curated zones that mirror the brand’s aesthetic — rooted in heritage but expressed with contemporary clarity. Every element, from display accents to lighting, has been designed to echo the brand’s quiet sophistication and immersive storytelling. Every element in the store’s atmosphere invites visitors to not only take home a piece of heritage, but also to rediscover and reclaim their Indian roots.
Located at Worldmark, Gurugram, a destination known for its contemporary sensibility and premium retail mix, the store stands as a fitting extension of Jaypore’s artisanal ethos. It invites consumers into a world where heritage crafts are not just preserved, but celebrated in ways that are relevant, refined, and resonant.
As Jaypore continues to grow its presence across India, the brand remains anchored in its founding vision: to champion the spirit of Indian artisanship while offering a fresh, design-forward perspective for today’s culturally curious and quality-conscious consumer.
