Jaypore, the artisanal lifestyle brand under Aditya Birla Fashion and Retail Ltd. (ABFRL), has opened its latest store at Worldmark in Gurugram, marking a new milestone in its retail expansion across India. With this addition, Jaypore now boasts 32 stores nationwide, reaffirming its mission to promote India’s traditional craftsmanship through modern, design-led retail environments.

Spanning 2,000 square feet, the Gurugram outlet is designed not merely as a shopping space but as an immersive cultural experience. The interiors celebrate India’s artisanal legacy, incorporating natural textures, handcrafted finishes, and traditional materials that create a sensory narrative. Each design element reflects Jaypore’s aesthetic of understated elegance rooted in Indian heritage.

According to Manu Gupta, Vice President and Brand Head at Jaypore, the brand’s goal is to reframe Indian craftsmanship for the modern consumer. “Our store expansion is more than physical growth — it’s about deepening our connection with the stories and skills of Indian artisans,” he said. The new store embodies this philosophy, merging cultural authenticity with contemporary style.

Jaypore curates a diverse selection of handcrafted menswear and womenswear, showcasing techniques from across the country. The collection includes age-old textile traditions such as Kantha, Jamdani, Chikankari, Brocade, Gota Patti, Ikat, and Kota weaves, each rooted in local heritage and reinterpreted with modern appeal.

Located in the upscale Worldmark complex, the Gurugram store aligns with Jaypore’s vision of reaching urban, culturally aware shoppers. As the brand continues to expand, it remains committed to reviving Indian artisanal traditions, offering them in formats that resonate with the aesthetics and values of today’s conscious consumer.