The campaign is anchored by a deeply evocative brand film that brings together influential women from diverse fields, including mindful writer Karuna Ezara Parikh, creative director and stylist Devanshi Tuli, fashion editor Praachi Raniwala, singer and songwriter Lothika Jha, and Alka Sharma, who manages a traditional Dabu craft unit rooted in Rajasthan’s longstanding handicraft traditions.
More than a celebration of craftsmanship, the campaign serves as a dialogue on the role of craft as a repository of memory, identity, labour and legacy. Through personal reflections, the participants revisit the experiences that first connected them with handmade traditions, presenting craft not as a commercial product but as a cultural inheritance. The film highlights memories associated with family heirlooms, traditional textiles and artisanal practices, portraying craft as a lived experience shaped by emotion, touch and personal connection.
At the same time, the campaign moves beyond nostalgia and addresses an important contemporary question: what place does craft occupy in a world increasingly defined by speed, scale and mass production? By placing artisans at the centre of the narrative, the film positions them as creators and custodians of culture rather than unseen contributors within a production chain. It explores the challenges of preserving traditional techniques while responding to modern market demands and underscores the importance of recognition, authorship and equitable value within craft ecosystems.
Speaking about the initiative, Sooraj Bhat, Chief Executive Officer, Premium Ethnic Business, ABFRL, said that the campaign seeks to shift conversations surrounding Indian craft from simple consumption to meaningful connection. He stated that the objective was to create a platform that honours not only the beauty of handmade work but also the people, memories and lived experiences behind it.
Bhat noted that Jaypore has consistently viewed craft as a way of understanding the world and remains committed to preserving and evolving living traditions for contemporary consumers. He highlighted that the brand currently works with more than 2,500 craft families across over 40 craft clusters and celebrates 39 distinct crafts from different regions of India. According to him, the campaign aims to move beyond showcasing craft and instead focus on listening to the artisans who sustain these traditions and the modern women who continue to influence their future.
A key theme of the campaign is the changing relationship between designers and artisans. Rather than treating craft merely as a source of inspiration, the film presents it as a collaborative process built on partnership. Through this initiative, Jaypore advocates for stronger relationships between designers and craft communities based on mutual respect, dialogue and long-term commitment.
The campaign also highlights a new generation of artisans who are transforming how traditional craft is presented and communicated. By using digital platforms and direct-to-consumer storytelling, these makers are documenting their creative processes, building communities and reclaiming ownership of their narratives.
Designed as an ongoing initiative rather than a one-time campaign, “Karigari Ki Kahani” will continue through digital storytelling, community conversations and immersive experiences across Jaypore’s 47 stores. Together, these efforts aim to create a living archive of craft traditions, deepen public engagement with handmade heritage and strengthen the connection between artisans and those who wear and appreciate their work.
The campaign experience was hosted in partnership with Club Jolie’s at Century Mills, Worli, Mumbai. Through “Keepers of the Weave,” Jaypore reinforces its commitment to preserving India’s craft traditions while promoting greater recognition, collaboration and cultural appreciation for the communities that keep these artistic legacies alive.
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