Jaypore

Jaypore was founded in 2012 as an e-commerce platform focused on Indian handcrafted textiles and design objects, built on a model of sourcing directly from artisans and craft clusters rather than through wholesale intermediaries. The company now draws from more than 70 craft clusters across India for jewelry, apparel, home decor and furniture. After building an online customer base with a no-discount, quality-first positioning, Jaypore moved into physical retail, opening its first stores by 2020 and expanding to roughly 20 stores across cities including Delhi, Bangalore, Mumbai, Pune, Indore, Lucknow, Ahmedabad and Hyderabad. The brand is now owned by Aditya Birla Fashion and Retail Limited, part of the Aditya Birla conglomerate, which brought Jaypore under a larger retail group after its years as an independent e-commerce startup. This Jaipur location, in the C-Scheme area, connects the brand back to the crafts region — Jaipur block printing, block-carving and gem-cutting traditions among them — that its original online catalogue was built to showcase.