Rashmi Shukla
Brand Spokesperson & Business Head Jaypore
Go local
Jaypore, retailing handmade apparel, jewellery and home textiles sourced from across India, was set up in 2012 by Puneet Chawla and Shilpa Sharma as an online platform in the US, and in India the very next year. June 2019 saw its acquisition for ₹110 crore by Aditya Birla Fashion and Retail Ltd (ABFRL). Each piece from Jaypore tells a grand craft story and celebrates the rich cultural history of this country, says the Jaypore business head & spokesperson, Rashmi Shukla, as she shares how they weave in sustainability in their product lines.
Sustainability and circularity are buzz words today. How do you incorporate them into your product lines?
For Jaypore, sustainability is not a separate vision statement but in fact the entire brand is based on this very principle. Amidst this fast paced industry and hurried world of fashion commerce, Jaypore holds its ground of being a conscious brand with the intention of leading business in a slow, sustainable manner instead of industrialised mass manufacturing. We source responsibly and directly from craftsmen and local sources, providing livelihoods to thousands of artisans and craft communities. 100 per cent of our products are proud to be Made in India, and contribute to maintaining a minimal carbon footprint. Our e-commerce platform has product offerings from sustainable players across the country, and together with our partners, we preach the beauty of timeless fashion and practice the art of repurposing through styling.
Jaypore stands firm on the principle that a product cycle should not contribute to creating unnecessary waste in the eco-system. The idea is to optimise usage at every step, and take whatever you have created from the supplier to the consumer to the end-life of the product and then find innovative ways to get it back into the market again. The idea is that there is no end-life to a product, it is about elongating its life, and that begins by consciously choosing to not create obsolesce for the product in a consumer's mind. That is what we mean by slow and sustainable fashion. One of our recent collections of patan patola craft and of brocade lehengas were created from repurposing pre-loved sarees to turn them into something even more magnificent and beautiful. This runs in our brand's DNA, and is visible in every aspect of our business.
What was the inspiration behind founding of the brand? Who are your target audience?
Jaypore was envisioned as an e-commerce portal that would take India-made handicrafts and products to the world. Our primary audience are 30 years and above, who are conscious consumers and are mature in their purchasing habits. They invest thought, time and effort in research before arriving at a buying decision. They want to make conscious choices that align with their personality and personal principles of sustainability, authenticity, supporting the local art and craft communities, and participating in the Made in India economy. Jaypore is a brand for people who care about what they buy and who they buy from, and want to make a statement away from mass consumption.
What is your retail and web presence like?
We have one store in New Delhi (GK M-Block market), and two stores in Bengaluru (Indiranagar and HSR Layout). We intend to grow our offline presence manifold in near future. Jaypore's story started from our own e-com portal (desktop & mobile), and we also have an app available for both iOS and Android.
What are your long-term sustainability goals?
We want to make craft products accessible to everyone, and change the misconception that handcrafted or artisanal products are only meant for elite markets. With a 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.
What has been the impact of Covid in terms of sales, staff cutdown, rentals etc?
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.
What are the categories the brand is into? Which category sells the most? Which are your major markets?
Jaypore caters to various segments like womenswear, menswear and kidswear in apparel, precious and fashion jewellery, footwear and accessories, and also home and living. It is most recognised for its womenswear and jewellery; both these categories also grant us a majority of our business. The biggest market continues to be India, along with a sizable footprint in the international market.
Which other product categories do you plan to move into future?
After making a significant mark in the women's apparel and jewellery segments, we now intend to expand and grow the menswear category. We see a huge potential in this category, and will be bringing the choicest finds to our customers.
What is the USP of your products?
Jaypore hosts meticulously handpicked curation of handcrafted and artisanal products from all over India. We ensure that every product is in complete alignment with our core brand values. Each piece tells a grand craft story, and celebrates the rich cultural history of this country.
What is your market positioning?
Jaypore operates from a very clear positioning which is to take India's craft legacy forward.
How does your supply chain network work?
Jaypore is a 'Made in India' brand and all its products are locally sourced and produced. We directly sources from artisans, craftsmen, craft co-operatives and communities, small entrepreneurs, and vendors from across India. As you are aware, craft is very different from mass production. We adopt craft clusters, tie up with various communities and artisans basis seasonal demand, and even curate special products basis market events.
How is the supply chain expected to change with increasing digitisation, AI, VR etc?
Covid caught most businesses off guard, and vulnerable communities like artisans and craftsmen were the most affected. But it also gave them an opportunity to explore various alternative options. Last year, in one such endeavour, we partnered with a zero-margin platform to provide relief to its extended family of artisans and craft communities. To boost their business, apart from selling their products on Jaypore, we also provided them with training in the field of e-commerce, including templates for catalogue making, photography, pricing, and logistics management. For many of them, this was the first-ever digital exposure, but one to surely benefit them in the future and enable them to become more autonomous. It is going to ensure that the supply-chain backend is further strengthened, and we will continue to grow our efforts in digitisation and technology.
What has been your growth story in the last three years (excluding 2020)?
Jaypore has continued to see a like-to-like growth at a heartening rate and has expanded into newer product categories and market segments. (PC)
This article was first published in the February 2021 edition of the print magazine.
Published on: 22/04/2021
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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