Home Fashion Aditya Birla Fashion and Retail forays into branded ethnic market; acquires Jaypore

Aditya Birla Fashion and Retail forays into branded ethnic market; acquires Jaypore

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begins a new chapter in its growth story with 100 percent acquisition of ‘’; an Indian online and offline retailer, that offers curated collections of handmade, handwoven and handcrafted apparel, jewellery, home textiles and accents, based on craft forms, from all over India.

Aditya Birla Fashion and Retail forays into branded ethnic market; acquires Jaypore

The Board of Directors of Aditya Birla Fashion and Retail Limited [‘ABFRL’] have approved the signing of Share Purchase agreement to acquire Jaypore. The business comprises online and offline operations.

The proposed acquisition is subject to necessary statutory approvals and signing of definitive agreement(s).

Commenting on the deal, , Managing Director, ABFRL said: “Ethnic wear is the largest segment in the Indian fashion apparel market. While ABFRL has built a diversified portfolio of brands across different segments, ethnic wear space is currently under-represented in our bouquet of offerings to consumers. The proposed acquisition is, therefore, a great strategic addition to our portfolio and gives us a strong footing in a segment that is growing in double digits. Jaypore is a brand with strong equity and with a differentiated offering of products based on Indian crafts. It provides a great platform for us to build a strong presence in the Ethnic segment and in accessories and home segment. This acquisition will further strengthen leadership position of ABFRL in the branded fashion space.”

Apart from this, Aditya Birla Fashion and Retail is also acquiring .

The board also approved entering into a share purchase agreement with the existing shareholders of TG Apparel & Decor Pvt Ltd, which retails ethnic fashion, both online and offline.