Hyderabad: Jaypore, an artisanal lifestyle brand from Aditya Birla Fashion and Retail (ABFRL), announced the opening of its third store in Hyderabad. The brand now has 26 stores nationwide.

Spread across 1,675 sq ft, the new store is house to women’s and men’s apparel, home decor, jewellery, and accessories. Crafts such as Kalamkari, Ajrakh, Chanderi, and Benarasi are available in the apparel collections. The home décor section has ceramics, brass Prabhavalis, Kansa serveware, and block-printed soft linens. The jewellery section includes tribal silver, Kundan, and temple inspired pieces.

Sooraj Bhat, CEO, Ethnic Business, ABFRL, said: “The opening of our new store in Hyderabad marks a significant milestone for Jaypore and ABFRL. With its profound appreciation for artisanal crafts and cultural heritage, Hyderabad is a pivotal market for us. We are excited to bring the Jaypore experience to this vibrant city. We look forward to delighting customers with our curated collection and immersive shopping experience, celebrating the best of India’s exquisite crafts.”

Bhat further said that the store façade is a tribute to the vibrant Phulkari art from Punjab, inviting visitors to explore the diverse crafts within. By working closely with artisans from over 30 craft clusters across India, Jaypore ensures that traditional techniques and patterns are not only preserved but also adapted to meet contemporary tastes, he added.