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Jaypore, the artisanal lifestyle brand under Aditya Birla Fashion and Retail Ltd. (ABFRL), has expanded its offline footprint with the opening of a new store at Worldmark, Gurugram. This launch marks the brand’s 32nd retail outlet in India, aligning with its broader strategy to scale its presence across key markets in the country.
Spanning 2,000 sq. ft., the store is part of Jaypore’s continued efforts to integrate Indian craftsmanship into modern retail formats. The location features a curated selection of the brand’s offerings across categories, including womenswear, menswear, jewellery, and home decor. The product range draws from traditional Indian techniques and textile heritage, with craft forms such as Kantha, Jamdani, Chikankari, Bagh, Brocade, Ikat, Gota Patti, and Kota weaves represented in the apparel section.
The store also houses Jaypore’s jewellery line, which includes silver items and handcrafted pieces such as jhumkas and balis, combining tribal and classical influences. Its home segment offers products crafted from traditional Indian materials and techniques, including brassware, kansa, Dokra, and decal prints.Manu Gupta, VP and Brand Head, Jaypore said, “At Jaypore, our vision has always been to reimagine Indian craft for today’s discerning consumer. Our rapid expansion reflects a strong and growing appetite for authentic, design-led artisanal products. With every new store, we are not just expanding our footprint but also deepening our narrative — one that celebrates the extraordinary talent of Indian artisans. The Gurugram store embodies this ethos — rooted in tradition yet tailored for the modern aesthete.”
Located within Worldmark, a mixed-use commercial hub known for its premium retail presence, the new store aligns with Jaypore’s focus on high-footfall urban locations that complement its design-forward brand positioning.
Jaypore continues to grow its offline presence across India with a retail strategy focused on curated spaces that promote heritage craftsmanship while aligning with contemporary consumer expectations. The brand remains committed to elevating artisanal talent through wider accessibility and modern retail formats.
