Jaipur Kurti accelerates physical expansion in North India

The flagship brand of the NSE-listed Nandani Creation, Jaipur Kurti is rapidly scaling its brick-and-mortar footprint. The ethnic wear leader recently finalized the opening of two new EBOs in Delhi’s high-traffic commercial districts of Karol Bagh and Rohini. These additions are part of a broader strategic mandate to fortify the brand’s presence in high-potential North Indian markets, with management targeting the launch of 20 additional stores over the next 18 to 24 months. By integrating these physical touchpoints, the company aims to create a cohesive omni-channel experience, complementing its robust online ecosystem.

Strengthening market positioning through strategic partnerships

The brand’s expansion model leans heavily on experienced franchise partnerships to drive efficiency and localized market penetration. By leveraging partners with proven operational expertise in the retail sector - including those with established backgrounds in scaling multi-location store networks - Jaipur Kurti is ensuring its custom-fitted stores align with local consumer preferences. This retail push is designed to bridge the gap between digital discovery and in-store sensory experiences, allowing customers to access the latest collections from its primary ‘Jaipur Kurti’ and ‘Amaiva’ labels in key metropolitan hubs.

Sustaining financial momentum and retail growth

This physical expansion follows a strong fiscal performance for Nandani Creation, which recently surpassed the Rs 100 crore annual sales milestone.The company is successfully navigating the transition from an online-first startup to a comprehensive retail powerhouse, maintaining significant year-on-year revenue growth.By diversifying its revenue streams - spanning third-party marketplaces, national department store partnerships, and its proprietary EBO network - the brand is well-positioned to maintain its competitive edge in the fragmented Indian ethnic wear market while continuing to optimize its supply chain for long-term scalability.

Manufacturing women’s ethnic and fusion wear

Founded in 2012 by Anuj and Vandana Mundhra, Nandani Creation Limited manufactures and retails women’s ethnic and fusion wear under brands like Jaipur Kurti and Amaiva. Headquartered in Jaipur, the public-listed entity operates a hybrid model involving e-commerce, national department store partnerships, and a growing network of exclusive franchise outlets.