Mumbai : Jaypore, the artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Limited, unveils its newest store at Colaba Causeway, a neighbourhood where history, craft and contemporary life have long existed in quiet conversation. The opening marks a meaningful expansion of Jaypore’s presence in Maharashtra, while reaffirming the brand’s instinctive affinity for spaces shaped by heritage and creative exchange.

Located at 14, Balaji Bhawan, Harbour View, the 1,037 sq. ft. store finds its place within one of Mumbai’s most evocative retail corridors. Colaba Causeway has always been more than a marketplace. It is a passage of stories, textures and influences, shaped by travellers, collectors and craftsmen across generations. For Jaypore, whose design language is rooted in the continuity of Indian craft, the location feels both organic and inevitable.

The store interior reflects Jaypore’s signature aesthetic of calm, tactility and material honesty. Muted tones layered textures and handcrafted details create a setting where the product leads the experience. Designed for slow discovery, the space allows craft narratives to unfold gently, encouraging customers to engage with the hands, histories and processes behind each piece.

Adding to this narrative is a hand-painted Warli art wall, reimagined through a distinctly Jaypore lens. While traditional Warli celebrates scenes of everyday life, this interpretation extends the Karigari Ki Kahani, capturing moments of making, transformation and the journey of Indian craft as it comes alive through patient hands and timeless practices.

Commenting on the launch, Manu Gupta, Vice President and Brand Head, Jaypore said, “Colaba carries a spirit that is deeply resonant with Jaypore. It is a place shaped by culture, creativity and exchange. Opening a store here allows us to engage with audiences who appreciate authenticity and heritage, while presenting Indian craft within a location that has always celebrated diversity and artistic expression.”

This new store brings together Jaypore’s curated world of apparel, handcrafted jewellery and home accents, each category reflecting the brand’s commitment to preserving traditional techniques while presenting them in a contemporary, everyday context. The collections are enriched with time honoured Indian crafts such as gota patti, zardozi and zari, complemented by the understated beauty of hand block prints and hand embroidery. Fine textiles, including Benarasi and Jamdani weaves, lend depth and nuance to the assortment, celebrating regional artistry through refined silhouettes and modern interpretations.

Extending this narrative, the home, jewellery and apparel collections spotlight rare and heritage crafts, from sculptural Dokra forms in home accents to intricate jewellery traditions such as Thewa and Tarakashi, alongside apparel crafted in handloom weaves, Kalamkari and more. Together, these elements create a layered design narrative where heritage is not archived, but thoughtfully reimagined.

With the opening of its 8th store, Jaypore deepens its relationship with Mumbai through locations chosen for their cultural relevance and character. This expansion reflects the brand’s larger vision of building a retail presence that is both modern and rooted, where Indian craft continues to find meaningful expression within thoughtfully designed spaces.