Nandani Creation leverages Reliance Network to scale omnichannel ethnic wear reach
25 April 2026, Mumbai
The parent company of Jaipur Kurti, Nandani Creation has entered into a significant retail partnership with Reliance Fashion Factory to distribute its ethnic collections across the conglomerate’s nationwide outlet network. This collaboration marks a critical transition from a digital-first operation to a robust physical footprint, allowing the brand to tap into high-traffic retail environments. By integrating with Reliance’s value-driven fashion ecosystem, Nandani Creation effectively bypasses the high customer acquisition costs associated with independent flagship expansion. The move aligns with current market trends where organized ethnic wear retail is expected to grow at an 18 per cent CAGR through 2027, driven by a rise in demand from Tier-II and Tier-III cities.
Inventory optimization and regional demand capture
The partnership serves as a technical bridge for Nandani’s inventory management, utilizing Reliance’s logistics infrastructure to ensure localized product availability. Initial deployment data suggests, access to Fashion Factory’s diverse demographic will allow the brand to test regional variations in fabric and design without heavy upfront capital expenditure. Collaborating with a retail giant like Reliance provides the necessary scale to transform a regional boutique brand into a household name, noted a market consultant overseeing the integration. This model allows the company to maintain healthy working capital while scaling production of its signature cotton-based ensembles.
Fiscal resilience amid retail consolidation
This expansion comes at a time when Nandani Creation is reporting steady revenue gains, following a transition from the NSE SME platform to the Main Board. By securing shelf space in over 100 Fashion Factory locations, the brand is hedging against the volatility of online-only marketplaces. The challenge remains maintaining brand exclusivity within a multi-brand discount environment; however, the opportunity to reach millions of walk-in shoppers represents a significant upside for the company’s FY2027 revenue targets. This strategic tie-up reinforces the broader industry shift where independent labels leverage legacy retail networks to achieve national visibility and operational efficiency.
Scalable ethnic fashion
Nandani Creation specializes in affordable, cotton-based ethnic wear under the Jaipur Kurti brand, targeting the mass-premium segment. With a presence on major e-commerce platforms and a growing offline network via Reliance, the company is scaling its manufacturing capacity to meet a 25 per cent annual growth target through 2028.
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