February 6, 2025
Apparel, Fashion, Retail

Jaypore Partners With Shobitam to Showcase India’s Artisanal Craftsmanship

Jaypore, the artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd, has announced partnership with Shobitam, the renowned direct-to-consumer (D2C) ethnic fashion brand. This collaboration will bring Shobitam’s exclusive collections—including the popular ‘Shobitam Vidya Balan’ line and handwoven pure silk sarees featuring award-winning weaves—into Jaypore’s curated retail experience and e-commerce platform. The initiative reinforces Jaypore’s commitment to offering a premium shopping experience that connects consumers with India’s rich artisanal traditions.

Known for its dedication to preserving and promoting India’s artisanal heritage, Jaypore continues to celebrate handcrafted artistry. This new partnership with Shobitam brings beautifully crafted sarees into Jaypore’s in-store collection, marking a significant milestone in the brand’s journey to offer authentic and timeless designs to its customers.

Sooraj Bhat, CEO, Ethnic Business, Aditya Birla Fashion and Retail Ltd, commented, “This partnership with Shobitam is another step forward in elevating India’s artisanal legacy on the global stage. At Jaypore, we are deeply committed to celebrating and preserving India’s timeless craft traditions. By combining Shobitam’s exceptional craftsmanship with our focus on authenticity, we are offering not just products, but an immersive experience that connects our customers to the heart of India’s heritage. This partnership is a testament to our vision of bringing the finest handcrafted creations to the world.”

Aparna Thyagarajan, Chief Product Officer & Co-Founder of Shobitam, said, “Taking the Shobitam experience offline is a significant milestone for us, and our partnership with Jaypore marks an exciting new chapter. Jaypore’s dedication to celebrating India’s indigenous art forms aligns perfectly with our mission to preserve and promote India’s textile heritage. We are thrilled to partner with Jaypore, known for delivering exceptional value to customers across India and globally.”

Radhika Chhabra, Creative Head, Jaypore, added, “At Jaypore, our mission has always been to showcase India’s artisanal brilliance through creations that resonate with authenticity and heritage. This partnership with Shobitam is a celebration of India’s timeless craftsmanship, bringing their exquisite weaves to our customers. Together, we are not only presenting masterpieces but also fostering a deeper connection with the rich cultural tapestry of India, ensuring it continues to inspire future generations.”

The collaboration will debut with a ‘Store-in-Store’ experience at select Jaypore locations, showcasing Shobitam’s exquisite saree collections. These sarees feature diverse traditional crafts, including hand block prints, hand painting, hand weaving, Jamdani, Kanjivaram, Madhubani, Maheshwari, Shibori, and intricate embroidery, representing India’s rich regional weaving traditions.

The first phase of the partnership will introduce Shobitam’s collections at Jaypore’s flagship stores in HSR Bangalore, Jubilee Hills Hyderabad, and Khan Market Delhi, as well as on Jaypore’s e-commerce platform, www.jaypore.com. With plans for future expansion, Jaypore aims to bring Shobitam’s curated selection of traditional artistry and contemporary design to more stores, reaching a wider audience across India.

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