Aditya Birla Fashion and Retail Ltd. (ABFRL), one of India’s largest branded fashion and retail companies, will partner with Ingenuity to support the launch of its brand, Jaypore, in the US market. Jaypore is a leading artisanal lifestyle brand that offers curated collections of handwoven and handcrafted apparel, jewellery, home textiles and accents, based on craft forms from all over India.

Ingenuity is taking the lead for ABFRL’s brand launch in the United States, offering technology and marketing expertise for this initiative. This collaboration is geared towards enabling the Company to expand its direct-to-consumer (DTC) presence on a global level.

Ashish Dikshit, Managing Director, Aditya Birla Fashion and Retail Ltd. said, “While Indian markets offer huge opportunity for consumer brands, it’s also an era for Indian brands to delight customers overseas. These are not just customers of Indian diaspora but also natives of those markets. Jaypore has a distinct appeal amongst customers who are looking for intricate designs, artisanal crafts, fine work and great quality products from India. We are glad to introduce Jaypore to the US market, in partnership with Ingenuity, paving the way for us to explore the global market through the digital route. We are excited about this move and hope to cater to many more customers of Jaypore around the globe.”

Vivek Ganotra, CEO at Ingenuity said, “We are delighted to be working with ABFRL to introduce their Jaypore brand to the US market, which will be their first expansion into the country. Our dedication lies in providing streamlined commerce solutions for enterprise brands seeking internal expansion and we are thrilled to partner with one of India’s foremost fashion companies in facilitating their debut in the U.S. market. We are excited to contribute to the extension of the success they have already achieved in their home market of India.”

ABFRL chose to partner with Ingenuity for their expertise in launching and scaling DTC brands into new markets. ABFRL will leverage Ingenuity’s comprehensive new market entry capabilities, relevant to the US audience. Ingenuity will also support in driving customer acquisition and retention strategies through a combination of influencers, paid media and affiliates.