Jaypore dominates Mumbai retail corridor with dual flagship openings
18 January 2026, Mumbai
The artisanal lifestyle powerhouse under Aditya Birla Fashion and Retail (ABFRL), Jaypore,has executed a high-impact double expansion in Mumbai, inaugurating flagship destinations at the iconic Colaba Causeway and Lake Shore Thane (formerly Viviana Mall).
This dual-front move marks a critical juncture in the brand’s ‘Company-Owned, Company-Operated’ (COCO) strategy, successfully pushing its national physical footprint beyond the 40-store milestone in early 2026.
By securing premium real estate in both a global heritage district and a high-traffic suburban catchment, Jaypore is effectively capturing a diverse demographic - ranging from international tourists and high-net-worth individuals to the aspirational suburban middle class.
Monetizing the premium ethnic and wearable luxury trend
These launches capitalize on a rise in organized ethnic retail, a market segment projected to contribute significantly to India’s total apparel valuation of Rs 14 lakh crore by 2030.
Jaypore is reporting robust fiscal momentum, with ABFRL’s ethnic portfolio delivering an 11 per cent Y-o-Y revenue growth to reach approximately Rs 505 crore in the latest quarter.
The brand’s like-to-like (LTL) sales growth has consistently exceeded 20 per cent, fueled by a growing consumer preference for heritage-driven ‘slow fashion.’
By sourcing directly from over 70 artisanal craft clusters, Jaypore has built a competitive moat that blends high-margin artisanal products with the commercial scale of a retail conglomerate.
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Solving operational complexity via institutional backend
Despite the success, scaling remains complex due to the seasonal nature of handcrafted production cycles like hand-block printing and natural dyeing.
To mitigate stock-outs during high-demand windows, Jaypore leverages ABFRL’s ‘dual growth engine’ structure and a recent $490 million capital infusion to optimize logistics.
The 2026 strategy focuses on a ‘touch-and-click’ synergy, where physical discovery at premium sites like Colaba and Thane feeds into a digital ecosystem that already contributes 15-20 per cent of annual growth.
This integrated approach is designed to bolster ABFRL’s target of achieving a 25 per cent EBITDA margin across its designer-led businesses while eyeing further expansion into Tier-I hubs like Pune and Bengaluru.
Artisanal heritage at corporate scale
Founded in 2012 and acquired by ABFRL in 2019, Jaypore is India’s premier curator of handcrafted textiles, jewelry, and home decor.
The brand anchors ABFRL’s premium ethnic segment, which maintains a strong financial outlook amid a group-wide pipeline of 250+ new stores. Jaypore currently bridges traditional Indian craftsmanship with modern retail efficiency across 40+ metropolitan locations.
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