The retail major has partnered with ingenuity to facilitate its foray into the American market
New Delhi: Aditya Birla Fashion and Retail Ltd. (ABFRL) will partner with Ingenuity, a commerce solution provider, to support the launch of its brand, Jaypore, in the US market, a release by the company said.
Jaypore is a leading artisanal lifestyle brand that offers curated collections of handwoven and handcrafted apparel, jewellery, home textiles and accents, based on craft forms from all over India.
Ingenuity is taking the lead for ABFRL’s brand launch in the United States, offering technology and marketing expertise for this initiative. This collaboration is geared towards enabling the company to expand its direct-to-consumer (DTC) presence on a global level.
“We are glad to introduce Jaypore to the US market, in partnership with Ingenuity, paving the way for us to explore the global market through the digital route. We are excited about this move and hope to cater to many more customers of Jaypore around the globe,” said Ashish Dikshit, Managing Director, Aditya Birla Fashion and Retail Ltd.
“We are delighted to be working with ABFRL to introduce their Jaypore brand to the US market, which will be their first expansion into the country,” said Vivek Ganotra, CEO at Ingenuity.
“Our dedication lies in providing streamlined commerce solutions for enterprise brands seeking internal expansion and we are thrilled to partner with one of India’s foremost fashion companies in facilitating their debut in the U.S. market,” Ganotra added.
ABFRL chose to partner with Ingenuity for its expertise in launching and scaling DTC brands into new markets, the release added.
ABFRL will leverage Ingenuity’s comprehensive new market entry capabilities, relevant to the US audience. Ingenuity will also support in driving customer acquisition and retention strategies through a combination of influencers, paid media and affiliates.
ABFRL is part of the Indian conglomerate, The Aditya Birla Group. With revenue of Rs. 12,418 Cr. spanning retail space of 10.8 million sq. ft. (as of March 31, 2023), it is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.
