Jaypore, the artisanal lifestyle brand from Aditya Birla Fashion and Retail, showcased India’s rich textile heritage at Bharat Tex 2026 through an immersive craft experience centred around the centuries-old Tangaliya weaving tradition. The interactive display highlighted the importance of preserving traditional craftsmanship while creating greater visibility for artisan communities in contemporary markets.
The highlight of Jaypore’s pavilion was a live weaving demonstration by Shri Rathod Baldevbhai Jahabhai, a fifth-generation Tangaliya artisan from Vastadi village in Gujarat’s Surendranagar district. Visitors witnessed the intricate process of creating the craft’s signature raised bead-like dots (danas) directly within the fabric using a traditional pit loom—a technique that has been preserved for nearly 700 years.
Tangaliya weaving originated within the Dangasia community and was historically used to produce warm shawls and wraps for the pastoral Bharwad community. Unlike embroidery or printed embellishments, the characteristic patterns are woven into the fabric itself through highly skilled manual twisting of yarn during the weaving process. Each handcrafted Tangaliya textile typically requires between 15 and 25 days to complete.
Speaking during the event, Vandana Gupta, Creative Head, Jaypore, said the craft represents patience, tradition and the enduring relationship between artisans and their heritage. She noted that Jaypore has been working with the artisan community in Vastadi village since 2024 to help preserve and promote the rare weaving tradition while creating wider market opportunities for the craftsmen.
Beyond Tangaliya, Jaypore’s exhibition featured several iconic Indian craft traditions, including Jamdani, Ikat, Ajrakh, Chikankari, Dabu, Kantha, Shibori, Dokra, and a curated collection of handwoven textiles from different regions of the country. The display reflected the diversity of India’s textile heritage and the continued relevance of traditional craftsmanship in modern design.
The brand’s presentation highlighted its ongoing collaborations with artisan clusters across India, focusing on preserving traditional techniques while introducing them to contemporary consumers through thoughtfully designed products.
Through live demonstrations and curated craft displays, Jaypore’s participation at Bharat Tex 2026 reinforced the significance of India’s handloom heritage and showcased how traditional artisans continue to play an important role in the country’s evolving textile and fashion landscape. The exhibition also underscored the growing emphasis on craftsmanship, sustainability and cultural preservation within India’s textile industry.
