ABFRL’s JAYPORE launches ‘Utsav’ first of its kind campaign with real artisans

The digital campaign features artisans from the Meghwaad Marwaad Community filmed at India’s UNESCO Heritage Site, Gujarat

JAYPORE, one of India’s top destination brands for all things Craft and Artisanal, recently launched its ‘Utsav’ festive campaign.

This one-of-a-kind campaign is a heartfelt celebration of culture and crafts, laced with rich Indian colours and classic crafts like Ajrakh produced by the famed Khatri family of Kutch, making it the ideal match for the holiday season.

Jaypore Utsav is a tribute to craft, colour, and festivity; a treasure trove of upgraded closet and home finds designed to seamlessly segue into the holiday season.

The brand’s digital campaign was shot at India’s UNSECO heritage site in Gujarat, where the Utsav Collection was displayed by artisans from the Meghwaad Marwaad Community, the true hands behind the craft.

The campaign aims to highlight the rich legacy and efforts of the marvelous craft.

“We are thrilled to introduce the ‘Utsav’ campaign with the actual artisans to promote the indigenous tribe who are the brilliant and untapped craftsmen of our country.” Capturing these thrilling moments in a raw and real environment at India’s UNESCO Heritage Site in Gujarat, and working with the artisans on the digital campaign, has provided us and our clients enormous satisfaction.” “JAYPORE works tirelessly to preserve, promote, and perpetuate real Indian handicrafts that are fostered via traditions and legacy,” she continued. We collaborate closely with the Indian artisan community to provide our consumers with a stunning blend of modern and traditional items.”

Rashmi Shukla, Aditya Birla Fashion and Retail Limited’s Business Head – JAYPORE, said of the launch,

Jaypore’s ‘Utsav’ featuring Men’s Collection:

Long and short kurtas with Nehru Jacket complements in tussar cotton and tussar gicha in regal colours of emerald green, burgundy, mustard, indigo, jewel tones, and perennial beige, black, and off-white made to be the backbone of every festive wardrobe.

Jaypore’s ‘Utsav’ featuring Women’s Collection:

The foundation of the collection’s items are luxurious weaves like Chanderi and tissue Chanderi, contemporary mixed fabrics like viscose linen, and breathable textiles like cotton decorated with the ancient art of ajrakh block prints.

These are decorated with hand done embroidery, glittering zari work, moti work, tassel braids, and gold sequins and are specially made for festive events.

Jaypore’s ‘Utsav’ featuring Festive Home:

Utsav in Jaypore features delicate porcelain table and serve-ware embellished with themes from Maharashtra’s traditional Paithani weaving, rustic-style ceramics for easy entertaining, and floral-print stoneware that makes wonderful gifts.

Intricately designed prabhavalis, hanging lamps, and god statues are among the artisan-made brassware for creative festive-ready environments.


JAYPORE is one of India’s leading destination brand for all things Craft and Artisanal across exquisite apparel, jewellery and home products.
India has a rich heritage of handmade crafts and traditional JAYPORE is a company dedicated to designing, sourcing, and retailing authentic Indian products for a modern lifestyle.
The firm sources from over 70 craft clusters and curates everything on its lovely website jaypore.com, as well as three storefronts in Delhi and Bangalore.
In a short period of time, the company has acquired high regard among the craft vendor community for exhibiting products in all their splendour, as well as among connoisseur clients for making craft accessible.
The company operates the JAYPORE brand and also gathers other artisanal-based businesses on its web. JAYPORE ships internationally and has a global readership.
The goal to provide sustainable products that enrich everyday living is at the heart of everything JAYPORE undertakes.


ABFRL is a subsidiary of The Aditya Birla Group, a significant Indian company. It is India’s first billion-dollar pure-play fashion powerhouse, with a retail space of 9.2 million sq. ft. and a turnover of Rs. 8,136 cr. (as of March 31, 2022). It has an elegant bouquet of leading fashion brands and retail formats.
Across India, the company operates 3,468 stores, about 28,585 multi-brand outlets, and 6,515 point of sales in department stores (as on 31st March 2022).
It has been established for over 25 years and has a repertory of India’s major brands such as Louis Philippe, Van Heusen, Allen Solly, and Peter England. Pantaloons is a famous fashion retailer in India.
The Collective, India’s leading multi-brand retailer of international brands, has long-term exclusive collaborations with select brands such as Ralph Lauren, Hackett London, Simon Carter, Ted Baker, Fred Perry, Forever 21, American Eagle, and Reebok.
Van Heusen Innerwear, Athleisure, and Active Wear is quickly becoming India’s most inventive and fashionable brand. Brands such as Jaypore, Tasva, and Marigold Lane are part of the Company’s push into the branded ethnic apparel market.
Designers ‘Shantanu & Nikhil,’ ‘Tarun Tahiliani,’ ‘Sabyasachi,’ and ‘House of Masaba’ have strategic partnerships with the company. ABFRL is also launching a large Direct-to-Consumer campaign to establish a portfolio of new-age brands in fashion, cosmetics, and other lifestyle categories.
This article was shared with Prittle Prattle News as a Press Release.
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