• Chethan Machaknur

Jaypore partners with Creative Dignity to help artisans sell online


Jaypore, from the house of Aditya Birla Fashion and Retail Limited, has collaborated with Creative Dignity to ensure the artisan community reaches customers digitally. The brand will offer its wide-reach and a pan-India customer base

through its ecommerce platform to the artisans giving them access to new markets and sustained livelihood opportunities.

Jaypore has partnered with Creative Dignity, a zero-margin voluntary platform, to provide relief to artisan’s community severely hit due to COVID-19 pandemic. Under the 'Artisan Direct' campaign of Creative Dignity, the collaboration will feature work of over 250 artisans on their website over a period of time giving these artisans a platform to sell their products to customers from across the country.

Creative Dignity and Jaypore will help the artisans boost their business by also providing them with training in the field of ecommerce including templates for catalogue making, photography, pricing, and logistics management. The sales campaigns are being promoted by FICCI FLO at the national level. The brand will not only provide an online marketplace to

these artisans for marketing their products but will also engage with them to train on making the products more attractive, appealing, and sellable across the ecommerce platforms. These training programs are backed by the volunteers from premier Design Institutes in India as well as designers and NGOs. Continuous training is being given to the artisans by expert volunteers in their villages that usually has limited facilities.

Rashmi Shukla, Brand Head, Jaypore says, “Jaypore as a brand has always been vocal about local since inception. India’s rich Craft and Craftsmen are at the heart and soul of the brand.

We have always taken pride in providing a platform to the Craft and Artisan community to showcase India’s exquisite craft heritage. The ongoing pandemic has posed a severe challenge of sustenance to craftsmen across nation, endangering our craft and talent. We have partnered with Creative Dignity to support the craft community, by doing a non-profit

engagement so that these artisans get the maximum benefits. This collaboration will help us stimulate the handicraft environment in the country and ultimately strengthen our collective national motto of 'Make in India'."

“The first edition which was recently concluded was of immense interest to Jaypore’s audience, the product being artisanal and completely in line with what our customers look for. We showcased products like sarees in ajrakh block prints, bandhani sarees, mud mirror work accessories, leather bags and more”, added Rashmi Shukla.

The Artisan Direct Campaign is being undertaken across India in collaboration with multiple online platforms, of which Jaypore is an important partner. This crisis is also a time for collaboration for survival of the most vulnerable. The campaign enables artisans to become digitally aligned while online partners voluntarily reduce margins to create attractive offers

to consumers during the campaign periods. It becomes a win-win for all, as consumers shop feeling good about helping artisans and still getting good prices on the products.

“The first batch of artisans on boarded on the Artisan Direct Campaign – Gujarat Edition, are already seeing results. They have been able to move stocks quickly and we are feeling so overwhelmed with everyone’s support in putting this together. Times of crisis help to bring out the best in us – we touch our humanity once more,” said Meera Goradia from Creative Dignity.

Jaypore will be bringing a positive impact on about 250 artisans with this initiative over a period of time. The brand has tried to reach out to smaller enterprises who lack their own supply chain backend, women led enterprises and artisans which had built-up inventory and those who were most vulnerable owing to their financial need. Jaypore is planning to

engage with these artisans on continuing basis even post the campaign and also plans to extend support to the artisans across the country in the near future.

All products of the artisans are available for purchase through the ‘Direct to Artisan’ page on Jaypore.com

About Jaypore:

Jaypore is one of India’s leading destination brand for all things Craft and Artisanal across Apparel, Exquisite Jewellery and beautiful Home products. India has a rich heritage of handmade crafts and traditional products. Jaypore as a brand is committed to design, source and retail authentic Indian products suited for a modern lifestyle. The brand sources from more than 70 craft clusters and curates it on its beautiful website Jaypore.com and two stores one each in Delhi and Bangalore. In a very short time, the business has earned high respect amongst the craft vendor community for

showcasing products in all its glory and amongst connoisseur customers for making craft accessible.


The brand runs an eponymous label called Jaypore and also aggregates other artisanal based brands on its portal. Jaypore ships worldwide and has a global audience. At the heart of everything we do is the commitment to offering sustainable products that elevates your everyday life.

About ABFRL:

ABFRL is a part of USD 48.3 billion Aditya Birla Group. With revenue of Rs. 8,788 cr. spanning retail space of 8.1 million sq. ft. (as on March 31, 2020), it is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.

The Company has a network of 3,031 stores, presence across approximately 25,000 multi-brand outlets with 6,500+ point of sales in department stores across India.

It has a repertoire of leading brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England established for over 25 years. Pantaloons is one of India’s largest fast fashion store brand.

The Company also holds exclusive online and offline rights to the India network of California-based fast fashion brand Forever 21. The International Brands portfolio boasts of - The Collective, India's largest multi-brand retailer of international brands and select mono-brands such as Simon Carter, Hackett London, Ted Baker, Ralph Lauren, American Eagle and Fred Perry.

ABFRL’s portfolio of regional brands includes ‘Van Heusen Innerwear’. Additionally, the company closed two strategic investments in branded ethnic wear business with Jaypore and Shantanu & Nikhil.

About Creative Dignity:

Creative Dignity is a movement that has brought together diverse creative producers, practitioners and professionals to energise the ecosystem that Indian artisans need in this time of COVID-19 and post-COVID-19 impact. Our focus is to provide relief, rehabilitation and rejuvenation of the artisans in a bid to ensure their sustained prosperity. It is a zero margin voluntary platform. In three months, it has collected around Rs. 50 lakhs in aid through Ketto and with support from Norwest Venture Partners, which is being distributed directly to artisans in distress. The second stage of rehabilitation

has begun with digital literacy and on-boarding artisans onto digital platforms for sales. A number of Design Institutes like IICD, Srishti and NIFT have come forward to support artisans through training and handholding for making catalogs and digital alignment.

www.creativedignity.org

For further information, please contact: Janet Arole | AVP & Head, Corporate Communications, Aditya Birla Fashion and Retail Limited | janet.arole@abfrl.adityabirla.com

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