Jaypore, a renowned brand under Aditya Birla Fashion and Retail Ltd., celebrated the launch of its limited-edition “Karigari Ki Kahani” collection of precious jewellery and handcrafted sarees at an exclusive event in its Jubilee Hills store, Hyderabad. This unique collection, blending tradition with modernity, showcases India’s rich textile and jewellery heritage through 250 handcrafted sarees and 350 pieces of exquisite jewellery.

The saree collection features iconic Indian textiles such as Ikat, Kanjivaram, Benarasi, and Maheshwari, each crafted by master artisans. The jewellery line, adorned with emeralds, tourmalines, Kundan, Polki, and Meenakari work, reflects the timeless beauty of India’s storied craftsmanship.

Hyderabad, with its deep cultural roots, provided a fitting backdrop for the launch. Sooraj Bhat, CEO of the Ethnic Business at Aditya Birla Fashion and Retail, highlighted the city’s appreciation for handcrafted art. "Our focus is on offering timeless pieces that reflect the craftsmanship and dedication of our artisans,” he said.

The event also featured live demonstrations by master craftsmen, such as jadau artisan Manoj Soni from Jaipur, and weaver Badugu Ashok, showcasing the intricate processes behind the jewellery and sarees. Saree draping artist Nisha Maurya further enhanced the experience with an interactive session on contemporary saree styling.

Available for three weeks, the “Karigari Ki Kahani” collection invites fashion connoisseurs to celebrate India’s artisanal heritage at the Jaypore store in Jubilee Hills.