Jaypore Opens New Store In Hyderabad’s GVK Mall
Jaypore, India’s premier artisanal lifestyle brand under Aditya Birla Fashion and Retail (ABFRL), has opened its third store in Hyderabad, further solidifying its presence in the city renowned for its rich Deccan culture. Located in the popular GVK Mall, the new 1,675 square feet store offers customers an immersive journey into India’s artisanal legacy.
Jaypore is dedicated to celebrating and preserving India’s traditional crafts through a contemporary lens. The store’s façade pays homage to Punjab’s vibrant Phulkari art, inviting visitors to explore diverse crafts. Collaborating closely with artisans from over 30 craft clusters across India, Jaypore ensures traditional techniques adapt to modern tastes.
Sooraj Bhat, CEO of Ethnic Business at ABFRL, expressed excitement about the launch, stating, “The opening of our new store in Hyderabad is a significant milestone for Jaypore and ABFRL. With Hyderabad’s deep appreciation for artisanal crafts, it’s a pivotal market for us. We are eager to bring the Jaypore experience to this dynamic city, offering curated collections that celebrate India’s exquisite crafts.”
The store features a wide array of products including women’s and men’s apparel, home décor, jewellery, and accessories, highlighting Indian slow crafts like Kalamkari, Ajrakh, Chanderi, and Benarasi. Home décor offerings include ceramics, brass Prabhavalis, Kansa serveware, and block-printed linens. The jewellery section showcases tribal silver, Kundan, and temple-inspired pieces.
Jaypore’s retail branding aims to position itself as a storyteller of Indian craft heritage. The store design creates an immersive experience, showcasing artisan narratives through wall frames that foster a personal connection with the craft. Each element is carefully selected to showcase the creativity and craftsmanship of handcrafted finds against an earthy backdrop.
The messaging “Made in India, Made with Pride” underscores Jaypore’s commitment to promoting Indian heritage globally and honoring artisan traditions beyond products, reaching international audiences with cultural pride.
