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Jaypore, the artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd has expanded its retail footprint in India with the launch of a new exclusive brand outlet in Delhi. Located in Greater Kailash, a key retail destination, the store reinforces Jaypore’s strategy to make ethically sourced, artisan-crafted products more accessible while supporting rural artisans. With this addition, Jaypore now operates 28 exclusive brand outlets across the country, including seven in North India.
Spanning 2,360 square feet across two levels, the store incorporates contemporary design with traditional Indian aesthetics. The store design integrates architectural elements that revitalize an existing structure, creating a functional shopping environment. The façade, inspired by Punjab’s Phulkari craft, features a perforated geometric lattice that illuminates at night. The arched entrance, finished in terracotta red, leads into a space focused on craftsmanship.
Manu Gupta, VP and Brand Head of Jaypore stated, “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 is part of Jaypore’s strategy to enhance its omnichannel presence, integrating physical retail with digital platforms. This expansion strengthens customer accessibility while extending support to over 30 craft clusters across India.
Inside, the store features an earthy material palette that complements its artisanal collections. Dedicated spaces highlight new collections and artisan stories, while textured wall finishes add a layered dimension. Traditional motifs inspired by Phulkari and Ikat are incorporated into the display units, reinforcing the brand’s connection with Indian crafts.
A staircase with handcrafted Chettinad-inspired tiles connects both levels. Additional design elements include vintage Suzani textiles, hand-painted Mughal butas, and Rabari mirror work. The space is illuminated by natural light streaming through the double-height ceiling, enhancing the contrast between textures and artisanal details. A large display screen showcases visuals and videos highlighting the artisans behind the collections.
The jewellery and accessories collection is housed within a shop-in-shop setting, featuring a hand-painted Kalamkari entrance arch. The store offers a selection of handcrafted apparel, jewellery, and home décor, with designs incorporating floral block prints, nature-inspired motifs, and handcrafted silver and gold-plated jewellery.
