Jaypore, the lifestyle brand under Aditya Birla Fashion and Retail Limited, has joined forces with Shobitam, a direct-to-consumer ethnic fashion label, to enhance its ethnic wear range and reach a broader audience.
As part of this collaboration, Shobitam’s exclusive collections, including the ‘Shobitam Vidya Balan’ series and handcrafted pure silk sarees, will now be available both in Jaypore’s physical stores and on its online platform.
Continue Exploring: The End of a Retail Era: Neville Noronha Checks Out, Anshul Asawa Checks In
Sooraj Bhat, CEO of ABFRL’s ethnic wear division, expressed excitement about the partnership, stating, “Joining hands with Shobitam is another significant step in showcasing India’s rich artisanal traditions globally. Jaypore has always been committed to celebrating the country’s diverse crafts, and this partnership is a perfect alignment with our goal to bring the best of Indian craftsmanship to the world.”
Aparna Thyagarajan, co-founder of Shobitam, also shared her enthusiasm: “Expanding the Shobitam experience to physical stores is a major milestone for us. Collaborating with Jaypore marks a new, exciting phase. Their dedication to India’s indigenous art forms and the artisans behind them mirrors our own mission to preserve and promote India’s textile heritage.”
Continue Exploring: NONSTOP launches first flagship store in Mumbai, offering mobility and wellness solutions
In the first phase, Shobitam sarees will be featured in Jaypore’s flagship stores in HSR Bangalore, Jubilee Hills Hyderabad, and Khan Market Delhi, as well as available online. Jaypore plans to expand the availability of Shobitam’s collections across more stores in India in the near future.