ABFRL To Launch Its Artisanal Lifestyle Brand Jaypore In US
Aditya Birla Fashion and Retail Ltd. (ABFRL) will partner Ingenuity, an ecommerce solution provider to launch Jaypore, an ABRFL brand in the US market.
This collaboration is geared towards enabling the Aditya Birla Group company to expand its direct-to-consumer (DTC) presence on a global level.
Jaypore is an artisanal lifestyle brand that offers curated collections of hand woven and handcrafted apparel, jewellery, home textiles and accents from all over India.
Ingenuity is taking the lead for ABFRL’s brand launch in the United States, offering technology and marketing expertise for this initiative.
Ingenuity will also support in driving customer acquisition and retention strategies through a combination of influencers, paid media and affiliates.
ABFRL will leverage Ingenuity’s comprehensive new market entry capabilities, relevant to the US audience.
“We are glad to introduce Jaypore to the US market, in partnership with Ingenuity, paving the way for us to explore the global market through the digital route,” Ashish Dikshit, Managing Director, ABFRL said.
“We are excited about this move and hope to cater to many more customers of Jaypore around the globe,” Dikshit addedd.
With revenue of Rs. 12,418 crore and retail space span of 10.8 million sq. feet as of March 31, 2023, ABFRL is a fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.
