Mumbai :The wealth of Indian arts and handicrafts is enchantingly diverse, and each one deserves to be celebrated for its enthralling beauty and cultural significance. Many of these crafts are fading away today, leaving traditional artisans without a sustainable livelihood and also leading to a cultural loss. JAYPORE, India’s leading destination brand for all things Craft and Artisanalis bringing the spotlight back on five such exquisite handicrafts with a Special Craft Edit of collectible shawls, stoles & dupattas scheduled to be held from 8th– 12th September 2021. The campaign titled ‘Karigari Ki Kahaniyan’ celebrates five ancient crafts and their timeless traditions with slow-crafted collections of Tangaliya from Gujarat, Kotpad from Odisha, Kasuti and Lambani from Karnataka, and Toda from the Nilgiris in Tamil Nadu, homespun by artisans.
Rashmi Shukla, Business Head, JAYPORE says, “JAYPORE as a brand has always been vocal about promoting India’s rich craft & textile heritage. Supporting artisans and adopting craft clusters from across the country is a core value of the brand and has become even more important now. ‘Karigari Ki Kahaniyan’ is an articulation of JAYPORE’s identity as a storyteller of crafts and culture where these stories find expression in the products we sell. In this special craft edit, we will be showcasing a handpicked selection of shawls, stoles and dupattas in the timeless traditional handicrafts of Tangaliya, Toda, Lambani, Kasuti and Koraput, from different corners of the country. We intend to introduce many such customary Indian crafts at an exceptional value, for our patrons.”
JAYPORE works closely with the artisans’ communities to curate best weaves, embroideries, and designs, packaged into collections across categories and presents it at exceptional value to its patrons. Further, with an intent to take India’s craft legacy forward, the brand has undertaken the initiative to revive and restore India’s timeless arts and crafts, while simultaneously empowering rural artisans and craftsmen, by providing them a platform for better livelihood.