What Jaypore does

Jaypore is a New Delhi-based, India-focused lifestyle brand and curated commerce platform that retails handcrafted and artisanal products sourced from Indian artisans. The company operates a multi-category assortment spanning apparel, jewellery, footwear, accessories, and home décor, built around 39 unique Indian craft traditions including block printing, hand screen printing, Ajrakh, Chikankari, and Rogan painting. Its supply base is its defining operational feature: direct relationships with 2,500+ craft families spread across 40+ craft clusters, blending traditional techniques with contemporary silhouettes targeted at the modern Indian woman. The company is organized as a brand under Aditya Birla Fashion and Retail Limited, an Indian listed fashion conglomerate, and retains its founding leadership team across co-founder/CEO (Puneet Chawla), buying & merchandising (Shilpa Sharma), and marketing (Aarti Jesrani).

The core technology is the curation and merchandising of handcrafted products rather than a software platform; there is no mobile app, no public API, and no documented AI/ML capabilities. The business distributes through 47 physical retail stores across India and a direct e-commerce storefront at jaypore.com, supported by brand campaigns such as 'Karigari Ki Kahani: Keepers of the Weave' and seasonal collections like the Spring-Summer 2026 'World of Botanicals' line. Revenue is generated through one-time retail and e-commerce sales of finished goods, with no subscription, licensing, or marketplace-take-rate component disclosed.

Go-to-market is direct-to-consumer, combining a physical retail footprint (the primary channel) with owned e-commerce and brand-led digital storytelling, community conversations, and immersive in-store experiences. The company has executed a small number of ecosystem partnerships (e.g., tangaliya weavers in Gujarat, the World University of Design's MIW Design Show 2026) and has generated intermittent international brand visibility through celebrity cultural moments. Total disclosed independent venture funding was approximately $8.4M across 2011–2016 from Aavishkaar Venture Capital, and no subsequent independent funding rounds are reported.

Name

Jaypore

Legal name

Jaypore (brand under Aditya Birla Fashion and Retail Limited)

Website

https://jaypore.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Jaypore is a New Delhi-based lifestyle brand and curated commerce platform retailing handcrafted Indian apparel, jewellery, footwear, accessories, and home goods, sourced from 2,500+ craft families across 40+ clusters and sold through 47 stores and jaypore.com, targeting the modern Indian woman.

Ownership category

akta.pro rank

Product category

Handcrafted Lifestyle Retail

NAICS

All Other Miscellaneous Retailers (45999), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Family Clothing Stores (5651)

akta.pro primary industry

Local Artisan, Handmade & Craft Gifts Retail (CRALAJAL)

Keywords

• Handcrafted lifestyle products
• Indian artisan retail
• Ethnic apparel e-commerce
• Traditional craft jewellery
• Artisan home decor

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Retail and E-commerce Sales: Jaypore generates revenue through the sale of handcrafted lifestyle products across multiple categories including apparel, jewellery, footwear, accessories, and home categories through its 47 retail stores and e-commerce platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Jaypore curates, markets, and retails handcrafted lifestyle products from Indian artisans across categories including apparel, jewellery, footwear, accessories, and home décor. The brand sources directly from 2,500+ craft families across 40+ craft clusters, combining traditional techniques (block printing, Ajrakh, Chikankari, Rogan painting) with contemporary designs. Distribution spans 47 physical retail stores across India and the jaypore.com e-commerce platform.

Product overview

Jaypore is a lifestyle e-commerce brand from Aditya Birla Fashion and Retail Limited, offering handcrafted and artisanal products online. The portfolio encompasses multiple product categories including apparel, jewellery, footwear, accessories, and home categories. The brand works with 2,500+ craft families across 40+ craft clusters, celebrating 39 unique crafts from India. Jaypore operates 47 physical stores alongside its online platform at jaypore.com, positioning itself as a destination for unique handcrafted products that combine traditional Indian craft techniques with contemporary designs.

Differentiator

Problem solved

Functional benefit

Products and services

• Apparel Collection
• Jewellery Collection
• Footwear Collection Handcrafted footwear items with botanical-inspired designs sold as part of Jaypore's seasonal lifestyle collections.
• Accessories Collection Accessory items designed with traditional Indian craft techniques and contemporary aesthetics, sold as part of the Jaypore lifestyle brand assortment.
• Home Collection Home décor and furnishing items featuring heritage Indian craft techniques, sold as part of Jaypore's lifestyle brand assortment.
• Jaypore E-commerce Platform Jaypore's owned e-commerce storefront at jaypore.com offering the full range of handcrafted and artisanal products including apparel, jewellery, footwear, accessories, and home categories.
• Jaypore Retail Stores Network of 47 physical retail stores across India offering Jaypore's handcrafted artisanal products across apparel, jewellery, footwear, accessories, and home categories.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• World University of Design (WUD)minorStrategic or Co-development Partner · 28 May 2026Jaypore participated in live collaborations with WUD's MIW Design Show 2026 as an industry partner, engaging with emerging design talent across Fashion & Textile Design, Communication Design, and other creative disciplines. The partnership serves as a platform connecting academia with industry.
• Tangaliya Weavers (Jahabhai Laxmanbhai Rathod)minorStrategic or Co-development Partner · 25 March 2026Jaypore collaborates with tangaliya weaving artisans in Gujarat, helping preserve and promote this traditional craft. The collaboration gained additional visibility when Brad Pitt was seen wearing a tangaliya shirt, bringing international attention to the craft and the brand partnership.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Anthropologie: Anthropologie (URBN) is a global multi-category lifestyle retailer known for bohemian, artisan-inspired apparel and home. Comparable to Jaypore in curating a craft-meets-contemporary assortment, though at much larger scale and Western positioning.
• W for Woman: W for Woman is a leading Indian contemporary ethnic wear brand with a multi-channel retail presence. Comparable to Jaypore in targeting the modern Indian woman, though with a narrower apparel-only focus and mass-premium positioning.
• Biba: Biba is one of India's largest ethnic-wear brands offering affordable traditional and contemporary Indian apparel. While more mass-market and apparel-only, it competes with Jaypore for the modern Indian woman's ethnic-apparel wallet share.

Direct peers

• Etsy: Etsy is a global online marketplace for handcrafted and artisan goods, including apparel, home, and accessories. Comparable to Jaypore's e-commerce model and artisan-curation thesis, though Etsy is a marketplace versus Jaypore's owned-brand model.
• Okhai: Okhai is an artisan-focused D2C brand from Gujarat selling handcrafted apparel and home products directly from rural artisans. It competes directly with Jaypore's craft-led value proposition with a digital-first model.
• Tjori: Tjori is a curated online marketplace and brand for handcrafted Indian lifestyle products spanning apparel, home, and accessories. Comparable to Jaypore's e-commerce-led assortment with a craft-authenticity narrative.
• Good Earth: Good Earth is a premium Indian lifestyle retailer focused on craft-inspired apparel, home, and wellness products. Comparable to Jaypore in positioning toward the affluent modern Indian woman seeking heritage craft with contemporary design.
• Nicobar: Nicobar is an Indian lifestyle brand offering apparel, home, and travel goods with a contemporary design sensibility rooted in craft. Targets a similar modern Indian (and NRI) customer with similar multi-category breadth.
• FabIndia: FabIndia is India's largest handcrafted lifestyle brand with a similarly broad assortment (apparel, home, accessories) sourced from artisan clusters. It is the most direct competitor to Jaypore in scale, product breadth, and craft-led positioning.

Emerging players

• Saffronart: Saffronart is an Indian online auction and retail platform for art, crafts, and luxury collectibles. It overlaps with Jaypore's craft-and-heritage narrative and luxury Indian positioning, though focused on higher-value art and collectibles rather than apparel and lifestyle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/jaypore
• LinkedInlinkedin.com/company/jaypore

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jaypore