Mumbai: Jaypore, from the house of Aditya Birla Fashion and Retail, has launched ‘Karigari Ki Kahani: Keepers of the Weave’, a new brand campaign that brings together women from across craft, culture, journalism and conscious entrepreneurship to celebrate Indian craftsmanship while opening conversations around its evolving future.
At a time when speed and scale increasingly define consumer choices, the campaign invites audiences to reconnect with the stories, people and traditions behind handmade craft. Through a deeply reflective brand film, Jaypore explores craft not merely as a product but as memory, identity, labour and cultural inheritance.
The campaign features mindful writer Karuna Ezara Parikh, creative director and stylist Devanshi Tuli, fashion editor Praachi Raniwala, singer and songwriter Lothika Jha, and Alka Sharma, who runs a traditional Dabu craft unit rooted in Rajasthan’s handicraft heritage.
Through personal reflections and lived experiences, the film captures how craft continues to shape identity across generations — from memories tied to family traditions to the emotional connection built through handmade processes. At the same time, it raises broader questions about preserving authenticity and recognising artisans in an era increasingly driven by speed and consumption.
Talking about the campaign, Sooraj Bhat, Chief Executive Officer, Premium Ethnic Business, ABFRL, said, “Karigari Ki Kahani is our attempt to shift the conversation around Indian craft from consumption to deeper connection. We wanted to create a platform that honours not just the beauty of the handmade, but also the people, memories and lived experiences behind it. At Jaypore, we have always believed that craft is a way of seeing the world. Today, as we work with 2,500+ craft families across 40+ craft clusters and celebrate 39 unique crafts from across India, our commitment remains rooted in preserving and evolving these living traditions for the modern woman, someone who values meaning, individuality and cultural connection in the way she lives, dresses and expresses herself. With Karigari Ki Kahani, we wanted to move beyond simply showcasing craft to truly listening – to the artisans who keep it alive and to the modern women who have carried it, questioned it and continue to shape its future.”
The campaign positions artisans not as contributors behind the scenes but as cultural creators whose work shapes India’s craft identity. It also highlights the importance of recognising authorship, ensuring equitable value distribution, and creating stronger partnerships between designers and artisan communities.
Another central theme of Karigari Ki Kahani is collaboration — presenting craft as a shared process rather than a one-sided exchange. The campaign advocates for deeper, long-term relationships between creative professionals and traditional craft communities built on dialogue and mutual respect.
Jaypore also shines a spotlight on a new generation of artisans who are using digital platforms and direct storytelling to document their processes, build communities and reclaim ownership of their narratives.
Envisioned as more than a single campaign, Karigari Ki Kahani will continue through digital storytelling initiatives, community-led conversations and immersive experiences across Jaypore’s 47 stores, creating an ongoing platform to strengthen connections between artisans and consumers while celebrating India’s living craft traditions.
