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.
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Jaypore Handloom Heroes of India
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 Mr. 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 expertise in the Dokra craft produces stunning metal sculptures using the lost-wax casting technique.
One notable collaboration is with Mr. Badugu Ashok, a weaving master of Ikat from Telangana. Mr. Ashok’s exceptional craftsmanship and dedication to the Ikat tradition have been pivotal in reviving and sustaining this intricate weave. Jaypore has worked with Mr. Ashok for over a decade, ensuring his art reaches a global audience while providing him and his community with sustainable livelihoods. Ikat weaving is a traditional dyeing technique that involves resist-dyeing yarns before weaving to produce unique patterns. ‘Ikat’ is a Malay-Indonesian word that refers to fabrics that are dyed with resist.
Radhika Chhabra, Creative Head, Jaypore said, “At Jaypore, our mission is to bring the exquisite artistry and the heritage of India’s handloom crafts to the world. We are proud of our longstanding relationships with masterful weavers who are the custodians of these timeless traditions. National Handloom Day provide us an opportunity to reflect on and celebrate the rich culture of India’s handloom heritage. It is our great pleasure at Jaypore to champion the weavers who carry on these traditions.”
Handloom crafts are an integral part of India’s cultural fabric, each piece telling a story of heritage, skill, and dedication. Preserving these crafts is not just about safeguarding a tradition but also about empowering the weavers who uphold these legacies.
Jaypore’s dedication to this cause extends beyond commerce. The brand actively engages in initiatives that provide these weaver communities a platform to showcase their skills and create a connection with the audience. By creating a market for handloom products and raising awareness about their cultural significance, Jaypore plays a crucial role in the preservation of India’s rich artisanal heritage.
