May 21: Jaypore, a brand from ABFRL house is setting its target on expanding its menwear category, after successully making a significant mark in the league of women apparel and jewellery segment.

The brand has witnessed huge potential in the category, hence, it has huge plans to bring the best of its products to their customers. This was stated by the spokesperson and business head of the brand, Rashmi Shukla.

The brand also aims to shatter the misconception that handcrafted or artisanal products are meant for the elite market and buyers only.

Also read: Ayush Kejriwal joins hands with Label Varsha to launch womenswear collection for spring/summer season

In a recent interview with a leading fashion website, she was quoted as saying, “With focus on form and function, we want to marry craft and utility, so that more and more consumers are able to incorporate these products into their daily lives. We want to be a voice of reason, and enable everyone to go local.”

Sharing her take on the on-going pandemic situation, she said, “The last year has certainly been a tough year for businesses across the world, and each industry experienced its own set of challenges. At Jaypore, we made all the right moves and strategic decisions to safeguard our business and people very early on. The pandemic also ended up sowing seeds of very interesting consumer and market trends, like a reinforced focus on sustainability and conscious consumption, going ‘vocal for local’, stepping out to support vulnerable communities etc that has opened up new avenues for brands like ours.”

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