THG’s Ingenuity links with ABFRL for Jaypore launch in US

THG’s Ingenuity has announced a five-year deal to partner with Aditya Birla Fashion Retail Ltd (ABFRL) — one of the biggest branded fashion and retail companies in the Indian market — to support the launch of ABFRL’s Jaypore brand in the US market.

The “artisanal lifestyle” brand offers curated collections of handwoven and handcrafted clothing, jewellery, home textiles and more based on craft forms from all over India.

Ingenuity’s part of the deal will be to provide the essential tech and marketing assistance at every step of the launch process as ABFRL continues to “expand its direct-to-consumer (DTC) presence on a global level”.

It will use Ingenuity’s “full-scale commerce solution, providing comprehensive support for the brand — from devising strategies for customer acquisition and retention to driving growth through its e-commerce platform”.

The THG-owned division will also be responsible for managing logistics, fulfilment, and last-mile delivery, “all orchestrated from its distribution centres in the US”.

The company said it was chosen by the Indian giant “due to its expertise in launching and scaling DTC brands into new markets”.

It added that 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”.

Ashish Dikshit, CEO and MD, Aditya Birla Fashion Retail, said that “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 [the] 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”.