Jaypore, India’s premium artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd., announced the launch of its newest exclusive brand outlet in Delhi, marking a strategic milestone in its retail expansion. Located in Greater Kailash, a prime upscale retail destination, the store underscores Jaypore’s mission to make ethically sourced, artisan-crafted products accessible to a growing urban audience while supporting rural artisans across the country. Jaypore currently operates 28 exclusive brand outlets across the country, including 7 stores located in North India.
Spanning 2,360 square feet across two levels, the newly inaugurated store blends contemporary design with traditional Indian aesthetics through thoughtfully designed spaces. The store design revitalizes an existing structure, incorporating nuanced architectural interventions that create a warm and engaging shopping experience. The striking fa硤e, inspired by Punjab’s Phulkari craft, featuring a perforated geometric lattice, transforms the store into a glowing beacon at night. Bathed in terracotta red, the arched entrance welcomes visitors into a space where craftsmanship takes center stage.
Commenting on the expansion plans, Manu Gupta, Vice President and Brand Head, Jaypore said, “The opening of our flagship store in Greater Kailash marks a pivotal milestone in Jaypore’s journey of growth and evolution. This store is a testament to our commitment to bringing India’s finest handcrafted products to a wider audience while creating an immersive retail experience. As we continue to expand our presence, we remain dedicated to supporting artisans and preserving the country’s rich craft heritage, while also catering to the evolving tastes of today’s consumers.”
The store launch aligns with Jaypore’s vision to strengthen its omnichannel presence, integrating physical stores with digital platforms. This expansion not only enhances customer accessibility but also amplifies the impact of its artisan partnerships, empowering over 30 craft clusters nationwide.
Inside, the store showcases an earthy palette of materials that complement the artisanal collections on display. Dedicated walls spotlight new collections and artisan stories, with textured wall finishes adding a tactile dimension to the space. Signature triangular motifs inspired by textile traditions like Phulkari and Ikat adorn the display units, reinforcing Jaypore’s deep-rooted connection with Indian crafts.
The store’s staircase, adorned with handcrafted Chettinad inspired tiles, provides a seamless visual flow across both levels. Thoughtfully placed accents, including vintage Suzani textiles, hand-painted Mughal butas, and Rabari mirror work textile, enrich the ambiance, creating an inviting and immersive shopping experience. Natural light streaming through the double-height ceiling enhances the interplay of textures, light, and artisanal details. The larger-than-life display screen offers an experiential journey through captivating visuals and videos, bringing to life the artisans and the captivating stories behind our collections.
Jaypore’s jewellery and accessories collection is housed within an intimate shop-in-shop setting, featuring a hand-painted Kalamkari entrance arch that echoes India’s artistic legacy. Designed as an experiential space, the flagship store seamlessly integrates traditional craftsmanship with contemporary aesthetics, reflecting the brand’s commitment to preserving and promoting India’s rich heritage through design and storytelling.
The new flagship store showcases an exquisite selection of handcrafted apparel, artisanal jewellery, and bespoke home d飯r. Customers can explore the symphony of the season in floral block prints, line-drawn blooms, layered nature-inspired motifs, and the poetry of Indian textiles, curated to evoke the spirit of a soulful spring, complemented by handcrafted silver and gold-plated jewellery.
