Jaypore celebrates craftsmanship at Hyderabad Store

Hyderabad; November 2, 2023: Jaypore, India’s foremost purveyor of artisanal and handcrafted products, today marked a grand celebration of craftsmanship at their recently inaugurated Hyderabad store.

Jaypore, a flagship artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd., played host to the event co-hosted by Rashmi Shukla, Business Head of Jaypore and the illustrious businesswoman, entrepreneur, philanthropist, fashion and art connoisseur, Sudha Reddy, a prominent figure in the Hyderabad business scene.

The gala event illuminated the rich tapestry of India’s diverse artisanal traditions and presented the aesthetic diversity and artistry of traditional and contemporary crafts from across the nation. A particular highlight of the celebration was the presence of Pydi Prasad, an artisan who journeyed from the historic town of Srikalahasti, renowned for its indelible contribution to India’s painted and printed cotton trade with the world. Prasad captivated attendees with his exceptional handcrafted Kalamkari artworks.

Pydi Prasad, a second-generation Kalamkari artist following in the footsteps of his father, has dedicated over 25 years to this intricate art form. Kalamkari is a venerable technique of hand painting on cotton or silk fabric, using a tamarind pen and natural dyes. The word ‘Kalamkari’ is derived from a Persian term, where ‘kalam’ signifies ‘pen’ and ‘kari’ denotes ‘craftsmanship’. This art form encompasses a painstaking process of 23 steps, involving dyeing, bleaching, hand painting, block printing, starching, cleaning and more. Kalamkari motifs range from floral patterns, peacocks, and paisleys to characters from Hindu epics like Mahabharata and Ramayana. In contemporary times, this art is primarily employed in creating Kalamkari sarees.

In her statement, Rashmi Shukla, Business Head, Jaypore, Aditya Birla Fashion and Retail Ltd. affirmed, “Jaypore has always been resolute in its commitment to the preservation and promotion of India’s rich artisanal heritage. This celebration bears witness to our unwavering dedication to the artisanal community nationwide. The event united artisans, craft connoisseurs and design enthusiasts, offering them a unique platform to immerse themselves in the exquisite realm of Indian craftsmanship.”

She further added, “Our Jubilee Hills store is not just a physical retail space but a tribute to the essence of Indian craftsmanship. By seamlessly blending Hyderabad’s culture with Jaypore’s exquisitely crafted products, the store offers an exceptional shopping experience that appeals to both locals and visitors alike.”