Jaypore Celebrates Artisanal Heritage With New Store Launch In Guwahati

Jaypore, the ethnic wear brand from Aditya Birla Fashion and Retail Limited (ABFRL), celebrated its commitment to India’s rich artisanal traditions with the grand opening of its Guwahati store. The event showcased the perfect blend of heritage and contemporary elegance that defines Jaypore’s ethos, offering a platform to promote traditional crafts and connect with Assam’s vibrant culture.

Speaking at the launch, Sooraj Bhat, CEO of Ethnic Business, ABFRL, said, “We are thrilled to bring Jaypore’s unique blend of heritage and contemporary elegance to Guwahati. The response from the region has been overwhelming, reflecting Assam’s deep appreciation for fine craftsmanship. We aim to continue supporting traditional artisans while breathing new life into these age-old crafts.”

Recognizing the Northeast’s cultural richness, Jaypore plans to incorporate elements of northeastern artistry into its future collections. With Assam renowned for its Muga Silk, Eri Silk, and intricate bamboo and cane crafts, Jaypore’s design team, led by Radhika Chhabra, Creative Head, is exploring collaborations with local artisans.

Chhabra shared, “The vibrant handloom culture of Assam and the Northeast is a treasure trove of inspiration. We’re excited to integrate these traditions into Jaypore’s designs, celebrating India’s diversity and northeastern artistry.”

The launch event featured live demonstrations by master artisans, including award-winning block-printing artisan Mohammed Kazeem Khatri, who showcased the ancient art of Bagh printing using natural dyes and intricate designs. His demonstration provided attendees with an intimate glimpse into India’s artisanal heritage.

Jaypore’s Guwahati store is part of the brand’s aggressive expansion, with plans to open 30 stores nationwide by the year-end. This growth underscores Jaypore’s mission to make India’s craftsmanship accessible while empowering artisans across regions.