NewsVoir New Delhi [India], August 7: Jaypore, an artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd. proudly honours the rich tradition of Indian handloom crafts on the 10th National Handloom Day. Jaypore is well-known for its commitment to maintaining and developing ancient artisanal skills and has built long-term relationships with varied artisanal communities across India to ensure that these age-old crafts continue to thrive.
Jaypore has always championed the cause of Indian handlooms, understanding their cultural significance and the intricate craftsmanship involved. By working closely with artisans from different regions, Jaypore not only promotes their unique crafts but also ensures their sustainability in the modern market. The brand's efforts have brought traditional weaves and techniques to the forefront of contemporary fashion, creating a bridge between age-old traditions and consumers.
At the heart of Jaypore's mission is its enduring relationship with various artisanal communities. Jaypore collaborates with Durga Rao, head artisan of Kalamkari craft from Machilipatnam, whose intricate hand-painted textiles tell stories of mythology and folklore. The brand also partners with Madam Sai Lakshmi of the Toda craft from the Nilgiris, renowned for her skill in creating vibrant, embroidered patterns that reflect the heritage of the Toda community.
Furthermore, Jaypore works with Rajendra Kumar Bhagel from the Ghadwa community of Chhattisgarh, whose exper.