ABFRL's Jaypore partners with Creative Dignity to promote artisans online
Aditya Birla Fashion Retail’s artisan e-commerce platform Jaypore has partnered with voluntary platform Creative Dignity, to bring more craftspeople online and enable them to access a wider customer base.
Jaypore’s new collaboration with Creative Dignity will feature over 250 artisans and retail their work online to expand their customer base across India. The initiative aims to boost artisan sales and help each recover from the effects of the pandemic and lockdown.
The ‘Artisan Direct’ campaign will also feature pan-India marketing campaigns promoted by Ficci Flo, ABFRL’s CEO of Pantaloons, and Jaypore, Sangeeta Pendurkar told ET Retail in an interview.
Jaypore and Creative Dignity will also train artisans on how to harness e-commerce for sales covering topics including templates for catalogue making, photography, pricing, and logistics management. The brand plans to continue the initiative for the foreseeable future.
“Jaypore is committed to support and promote multiple craft clusters from various regions across India, over the next few months,” Pendurkar told ET Retail. “Each set of artisans belong to a particular state, and our intention is to kindle both an interest in the many crafts from the particular region as well as to promote sales by giving them maximum exposure.”
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