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Ingenuity announces five-year partnership with Aditya Birla Fashion Retail Ltd to establish its Jaypore brand in the US market 

Ingenuity has partnered with Aditya Birla Fashion Retail Ltd (“ABFRL”) to support the launch of its brand Jaypore in the US market. 

February 13, 2024

3min read

13 February 2024 – Ingenuity, the complete commerce business of THG plc, has partnered with Aditya Birla Fashion Retail Ltd (“ABFRL”) one of India’s largest branded fashion and retail companies, to support the launch of its brand Jaypore, in the US market. 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 Jaypore launch in the US, offering essential technology and marketing assistance at every step of the launch process. This collaboration is geared towards enabling ABFRL to expand its direct-to-consumer (DTC) presence on a global level.

In this multi-year partnership, Ingenuity is set to deploy its full-scale commerce solution, providing comprehensive support for the brand - from devising strategies for customer acquisition and retention to driving growth through its ecommerce platform. Additionally, Ingenuity will manage logistics, fulfilment, and final-mile delivery, all orchestrated from its distribution centres in the US.

ABFRL chose to partner with Ingenuity due to its expertise in launching and scaling DTC brands into new markets. ABFRL will leverage Ingenuity’s comprehensive new market entry capabilities including the localisation of brands through management of a local payment infrastructure including tax engine functionalities and tailored content strategies, relevant to the US audience. Ingenuity will also support in driving customer acquisition and retention strategies for the brand employing a combination of influencers, paid media and affiliates.

Vivek Ganotra, CEO, Ingenuity, said: “We are delighted to be working with Aditya Birla Fashion Retail to introduce its Jaypore brand to the US market, which will be their first expansion into the country. Our unique proposition lies in providing a complete commerce solution for Enterprise brands seeking rapid international expansion and we are thrilled to partner with one of India’s leading branded fashion and retail companies. We are excited to contribute to the extension of the success they have already achieved in their home market of India.”

Ashish Dikshit, CEO and MD, Aditya Birla Fashion Retail, said: “While the Indian market offers huge opportunity for consumer brands, it’s also an era for Indian brands to delight customers overseas. There are not just customers of Indian diaspora, but also natives of those markets. Jaypore has a distinct appeal amongst customers who are looking for intricate designs, artisanal crafts, fine work and great quality products from India. We are glad to partner with Ingenuity to take Jaypore to the US, paving the way for us to explore the global market through the digital route. We are very excited about this move and hope to serve many more Jaypore customers around the globe.”