### **Overview** Nandani Creation Ltd. is a leading, online-first fashion house specializing in contemporary Indian ethnic and western wear for women. Established in 2012 and headquartered in Jaipur, Rajasthan, the company operates under a vertically integrated, direct-to-consumer (D2C) model anchored by its flagship brand **Jaipur Kurti**, with a strong presence across online marketplaces, exclusive retail stores, and omnichannel platforms. As of 2025, it is recognized as one of the longest-standing digital-native ethnic wear brands in India, combining heritage craftsmanship with modern design, technology, and agile retail strategies. --- ### **Core Business & Product Portfolio** - **Product Range**: Women’s ethnic and western apparel, including kurtis, suit sets, salwar kameez, palazzos, Patiala suits, dupattas, sarees, leggings, shirts, quilted jackets, fusion wear, and loungewear. - **Sizing & Inclusivity**: Offers a comprehensive size range targeting women across all age groups and body types (including plus-size). - **Brands**: 1. **Jaipur Kurti** – Flagship D2C brand in the *new-age ethnic wear segment*, known for vibrant designs, quality, and affordability. 2. **Amaiva – By Jaipur Kurti** – A *premium yet affordable* line combining elegance and style. 3. **Desi Fusion – By Jaipur Kurti** – A B2B brand supplying to multi-brand retailers, enabling organized distribution in the wholesale market. 4. **Jaipur Kurti Luxe** – A recently launched upscale brand targeting aspirational fashion consumers. --- ### **Business Model & Channels** - **Multichannel Strategy**: The company leverages a hybrid omnichannel approach integrating: - **EBOs (Exclusive Brand Outlets)**: Company-owned and operated stores. - **FOFO (Franchisee-Owned, Franchisee-Operated)**: Asset-light franchise expansion. - **SIS (Shop-in-Shop)**: Branded counters within multi-brand retail chains such as Kumbhalgarh, Bindals, Punjab Cloth Store, and Shoppers Stop. - **Multi-Brand Outlets (MBOs)**: Presence in premium retail chains like Avantara, Kalaniketan, and Reliance. - **Omnichannel Integration**: Physical store inventory is synchronized with the company’s D2C platform (**jaipurkurti.com**) and third-party marketplaces (Myntra, Nykaa, Flipkart, Amazon, Ajio). Nearly **99% of seasonal SKUs** are accessible across all channels via the **‘Endless Aisle’ initiative**, ensuring seamless fulfillment and high service levels. --- ### **Retail & Expansion Strategy** - **Physical Presence (as of Nov 2025)**: - Over **16 retail stores** across 15 cities including Jaipur, Delhi, Gurugram, Mumbai, Bengaluru, Ahmedabad, Jalandhar, and Sri Ganganagar. - Presence in key premium retail locations, including **6 Shoppers Stop outlets** in Delhi NCR, Jaipur, Punjab, and Uttarakhand. - **Franchise-Led Growth**: - Pioneering an **asset-light FOFO model**, beginning with the first franchise store in **Jalandhar (Punjab)** in 2024–25. - Strategic partnership with **Franchisee India** to open **75 new franchise stores by 2027** across Andhra Pradesh, Telangana, Gujarat, West Bengal, Bihar, and Jharkhand. - **Store Economics**: - Average store size: 800–1,200 sq ft. - Average sales run rate: **₹8 lakh per day across retail network**. - EBITDA margin from stores: **Over 20%**. --- ### **Digital & D2C Strategy** - **D2C Platforms**: - Own website: [www.jaipurkurti.com](http://www.jaipurkurti.com) - Mobile app: Launched for **Android and iOS**, enabling personalized experience, real-time tracking, and customer engagement. - Trade channel portal: [www.desifusion.store](http://www.desifusion.store) – A dedicated B2B platform for wholesale buyers. - **Online Sales Contribution**: - D2C and proprietary online channels contributed **38.8% of total sales in FY25 (₹27 crore)**, up from **15.5% (₹8 crore) in FY23**, reflecting a successful shift toward customer ownership. - Own sales channels now include EBOs, MBOs/LFRS, and the company website. - **Technology & Digital Innovation**: - Investment in **AI/ML-driven replenishment systems** for faster, more accurate restocking. - Implementation of **ERP-integrated supply chain** for end-to-end control over logistics, inventory, fulfillment, and returns. - Use of **virtual store views, digital changing rooms, and influencer collaborations** to enhance digital engagement. --- ### **Manufacturing & Supply Chain** - **Integrated Operations**: - Fully in-house design, sourcing, manufacturing, and dispatch operations via a **18,000 sq. ft facility in Jaipur**. - Over 130 employees at the integrated hub, ensuring quality control and fast turnaround. - **Wholly Owned Subsidiary**: - **Desi Fusion India Pvt Ltd (DFIPL)** handles fabric dyeing, printing, and trading, enabling vertical integration and trend agility. - Nandani Creation plans to transfer all garment manufacturing to DFIPL to **streamline production and reduce costs**. - **Supply Base**: - Sourced from **250+ suppliers** across India, including large mills and artisan collectives. - No legacy dependency on a few vendors; actively expanding **geographic diversification** to mitigate supply chain risks. --- ### **Sales Performance & Growth Metrics** - **Units Sold (FY25, March 2025)**: **820,000 units** across online, EBOs, and proprietary channels. - **Revenue Mix (as of FY25)**: - **63% from online sales**, including major platforms (Myntra, Flipkart, Nykaa) and D2C site. - **Own channels** (EBOs + website) now contribute **38.8% of revenue**, reflecting reduced dependence on third-party platforms. - **Average Selling Price (ASP)**: Increased from **₹855 to ₹1,500** due to **premiumization strategy**, shifting the brand positioning from affordable to aspirational. - **Revenue Trends**: Proprietary online sales (www.jaipurkurti.com) grew from ₹3.3 crore in FY23 to ₹27 crore in FY25. --- ### **Strategic Initiatives** 1. **Premiumization**: - Introduction of Amaiva and Jaipur Kurti Luxe. - Brand ambassador **Madhuri Dixit** appointed in 2023 to boost credibility and visibility. 2. **Omnichannel Expansion**: - Seamless integration of physical inventory with digital platforms. - Expansion of ‘Endless Aisle’ to additional marketplaces and new store formats. 3. **Franchise & PAN India Growth**: - Focus on Tier I, II, and III cities. - Expansion plan to reach **25–30 stores in FY25**, eventually scaling to **100+ stores**. 4. **Customer-Centric Design**: - In-house design team (>8 designers) using **trend forecasting, consumer feedback, and ERP data analytics**. - New styles launched **every 2–3 weeks** (200+ styles annually) to stay fashion-relevant. 5. **Dynamic Pricing & Efficiency**: - Uses real-time pricing models for competitiveness. - Shifts fresh stock early to stores to avoid end-of-season discounting. --- ### **Competitive Advantages** - **Online-First Agility**: No legacy burden from offline operations; quick adaptation to digital trends. - **Resilient Pandemic Performance**: Grew during 2020–21 when many offline players declined. - **High Brand Equity**: One of the most trusted online ethnic wear brands with **high repeat customer rate, organic traffic, and conversion ratio**. - **Diversified Channel Mix**: Balanced presence across 7 major e-commerce platforms, avoiding overreliance. - **Operational Integration**: Full control over design, production, inventory, and fulfillment via in-house ERP. --- ### **Leadership & Ownership** - **Promoter & CMD**: **Mr. Anuj Mundhra** – First-generation entrepreneur with over 20 years of experience in fashion, design, and textiles. Solely focused on Nandani Creation. - **Founding History**: Evolved from **Nandini Creation (proprietorship, 2004)** to **Nandani Creation Pvt Ltd (2016)**, now publicly listed on **NSE Emerge**. - **Awards & Recognition**: - “Franchisor of the Year” in women’s apparel (2023). - Winner of national branding and retail innovation accolades.