ABFRL launches Jaypore in the US market

Marking a significant step in its global expansion plans, Aditya Birla Fashion and Retail (ABFRL) is launching its renowned artisanal brand, Jaypore, in the United States.

Known for its curated collection of handcrafted apparel, jewelry and homeware inspired by Indian craft traditions, Jaypore has partnered with Ingenuity for implementing targeted strategies for customer acquisition and retention, leveraging influencers, paid media, and affiliate programs.

This move reflects ABFRL's ambition to expand its direct-to-consumer (DTC) presence internationally. Ashish Dikshit, Managing Director, ABFRL, says, the Jaypore’s launch in the US market enables the company to explore the global market through the digital route. ABFRL’s expertise in streamlined commerce solutions will play a significant role in Jaypore’s success, adds Vivek Ganotra, CEO.

ABFRL aims to diversify its portfolio beyond its established presence in India. The company boasts a strong network of brands and retail formats, including iconic names like Louis Philippe and Van Heusen, and has ventured into ethnic wear with brands like Jaypore.

Spearheaded by TMRW, ABFRL's House of D2C Brands initiative demonstrates its commitment to innovation and growth.