Jaypore partners with Shobitam to expand retail presence

Jaypore, a lifestyle brand from Aditya Birla Fashion and Retail Limited has collaborated with direct-to-consumer (D2C) ethnic fashion brand Shobitam has expand its offering and ethnic wear portfolio.

With this partnership, Shobitam’s products including the ‘Shobitam Vidya Balan’ collections and handwoven pure silk sarees will be available at Jaypore’s retail stores and e-commerce platform.

Sooraj Bhat, CEO of ethnic wear business at ABFRL in a statement said, “This partnership with Shobitam is yet another step towards elevating the narrative of India’s artisanal legacy on a global stage. At Jaypore, we are deeply committed to celebrating and preserving the timeless traditions of India’s crafts. This partnership is a testament to our unwavering vision of bringing the finest handcrafted creations to the world.”

Aparna Thyagarajan, co-founder of Shobitam added, “Taking the Shobitam experience offline is a significant milestone for us, and our partnership with Jaypore marks an exciting new chapter. Jaypore’s unwavering commitment to celebrating India’s indigenous art forms and its artisans aligns seamlessly with our mission and our shared passion for preserving and promoting India’s textile heritage.”

In the initial phase, Shobitam sarees will be available at Jaypore’s flagship stores in HSR Bangalore, Jubilee Hills Hyderabad, and Khan Market Delhi, in addition to its online platform. Jaypore plans to extend Shobitam’s collections to more retail outlets in India over the coming months.