Jaypore, India’s leading curator of handmade and artisanal products from the house of Aditya Birla Fashion and Retail Ltd., recently hosted an exclusive artisanal event at its Guwahati store to bring alive “Karigari Ki Kahani” – a festive showcase of India’s diverse craftsmanship across apparel, jewellery, and home decor. The event highlights Jaypore’s commitment to blending the elegance of traditional art forms with the festive spirit, offering a curated collection that speaks to the beauty of handcraftsmanship.
Stepping into Jaypore’s Guwahati store is an immersive experience in Indian artisanal heritage, featuring timeless crafts like Hand Block Prints, Ikat, Ajrakh, Gota Patti, Shibori, and more, alongside intricate jewelry pieces in Tribal Silver, Kundan, Temple, and other styles. These collections are complemented by the brand’s iconic handwoven and handloom textiles, a fitting tribute to the region’s vibrant handloom culture. In line with its philosophy, Jaypore brings the stories of India’s artisans to the forefront, making it a one-stop destination for festive shopping and a celebration of “Karigari Ki Kahani.”
Speaking about the event, Mr. Sooraj Bhat, CEO of Ethnic Business, Aditya Birla Fashion and Retail Limited, said, “We are thrilled to bring Jaypore’s unique blend of heritage and contemporary elegance to the people of Guwahati. The response from the region has been overwhelming, and it’s a testament to Assam’s appreciation for fine craftsmanship. Jaypore aims to continue supporting and promoting traditional artisans while bringing new life to these age-old crafts.”
In a nod to Guwahati’s rich tradition, Jaypore plans to incorporate elements of northeastern craftsmanship into its upcoming collections, drawing inspiration from the region’s famous handloom weaves and natural motifs. With Assam and the Northeast known for their high-quality Muga Silk, Eri Silk, and intricate bamboo and cane work, Jaypore’s design team, led by Ms. Radhika Chhabra, Creative Head, is eager to explore collaborations with local artisans to bring the beauty of northeastern artistry into its products.
Ms. Chhabra shared, “The vibrant handloom culture in Assam and the entire Northeast is a treasure trove of inspiration. We’re excited to weave these rich traditions into Jaypore’s designs, allowing us to celebrate not only India’s diversity but also the beauty of northeastern artistry.”
The event in Guwahati was a true celebration of craftsmanship, where attendees were treated to live demonstrations by master artisans, offering an up-close experience of the intricate processes behind each creation. A highlight of the event was the traditional art of Bagh printing, demonstrated by award-winning artisan Mohammed Kazeem Khatri. Known for his expertise with natural dyes and intricate designs, Khatri has received global recognition for his work. His demonstration offered visitors a rare glimpse into this ancient block-printing technique, showcasing the skill and dedication that define India’s rich artisanal heritage.
Jaypore’s Guwahati store is part of the brand’s rapidly expanding retail footprint, with plans to open 30 stores by the end of the year. The brand’s continued expansion underscores its mission to make India’s artisanal heritage accessible to a broader audience, while also supporting traditional crafts in various regions across the country.
As Jaypore continues to expand and celebrate India’s cultural wealth, it invites Guwahati’s residents to discover “Karigari Ki Kahani” and be part of this festive celebration that honours India’s artisans and craftsmanship.
