Aditya Birla Fashion and Retail Ltd. (ABFRL) is partnering with Ingenuity, a commerce solution provider, to support the launch of its brand, Jaypore, in the US market.

Jaypore is a leading artisanal lifestyle brand that offers curated collections of handwoven and handcrafted apparel, jewellery, home textiles, and accents, based on craft forms from all over India.

“Ingenuity is taking the lead for ABFRL’s brand launch in the United States, offering technology and marketing expertise for this initiative,” ABFRL said in a press release.

This collaboration is geared towards enabling the company to expand its direct-to-consumer (DTC) presence on a global level.

“We are glad to introduce Jaypore to the US market, in partnership with Ingenuity, paving the way for us to explore the global market through the digital route,” Ashish Dikshit, Managing Director at ABFRL said.

“We are excited about this move and hope to cater to many more customers of Jaypore around the globe,” he added.

“We are delighted to be working with ABFRL to introduce their Jaypore brand to the US market, which will be their first expansion into the country,” said Vivek Ganotra, CEO at Ingenuity.

According to ABFRL, it chose to partner with Ingenuity for its expertise in launching and scaling DTC brands into new markets.

ABFRL will leverage Ingenuity’s comprehensive new market entry capabilities, relevant to the US audience.

While, Ingenuity will also support in driving customer acquisition and retention strategies through a combination of influencers, paid media and affiliates

ABFRL is an Aditya Birla Group company with revenue of Rs 12,418 crore and its retail space spans 10.8 million square feet as of March 31, 2023.

It is also India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.

Indian Apparel.