Heritage Silk Brand Enter Global Fast Lane: Artisan D2C model eyes UAE flagship
21 November 2025, Mumbai
Kashmir Box, the pioneering D2C platform (founded 2011) for authentic Kashmiri heritage, is executing a critical strategic shift, transforming itself into a global "House of Brands" with a sharpened focus on fashion and apparel.
This evolution is backed by recent strategic funding, including Foreign Direct Investment (FDI), following a period of remarkable performance, reporting fourfold growth while maintaining profitability.
The core products, traditionally prized for meticulous craftsmanship like Aari and Sozni embroidery on genuine Pashmina and silks, are being organized under distinct labels to target varied consumer segments globally.
Scaling Craftsmanship: The NAAR & MEHFIL strategy
The new structure facilitates a multi-tier market strategy. While the parent entity, Kashmir Box, acts as the curator, its emerging brand portfolio will focus on both affordable luxury and high fashion. Products like the summer cotton co-ord sets and kurtis are often seen under the sub-brand NAAR , aiming for scale in the contemporary D2C space.
Meanwhile, the most exclusive handwoven Pashminas and specialized ceremonial wear are likely to be grouped under premier labels like MEHFIL or distinct luxury tiers. Co-founder Moheet Mehraj confirms, "Our expansion is not just about geography; it is about value creation," which directly addresses the historical challenge of the artisan economy by capturing the true global value of these crafts.
Global Runway Launch: UAE flagship in focus
The capital infusion will fund a high-tech production facility for its fashion verticals, crucial for scaling production while safeguarding quality.
The global retail initiative, complemented by a growing digital presence, targets a flagship store in Delhi NCR and its first international boutique in the UAE by June 2026.
This expansion strategically positions the brand to tap into the lucrative Middle Eastern luxury fashion market, with the new 'House of Brands' architecture enabling precise brand positioning and inventory management across diverse global retail channels.
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