Jaipur Kurti’s Expansion: The Future of Branded Indian Apparel
Nandani Creation accelerates its nationwide footprint for Jaipur Kurti by launching a new franchisee model and expanding into Tier-2 and Tier-3 markets like Ambikapur. With a focus on premiumization and “India-first” design, the brand is successfully transitioning consumers from unorganized markets to a trusted, corporate-backed ethnic experience.
Handcrafted Heritage Meets Corporate Scale
On February 10, 2026, Nandani Creation Limited (NCL) reported exceptional Q3 FY26 results, highlighting 100% year-on-year (YoY) net sales growth. The flagship brand, Jaipur Kurti, surpassed a major milestone by crossing ₹100 crore in sales during the 2025 calendar year, reflecting a 46% YoY increase. To fuel further growth, the company has partnered with Franchise India to open 75 new franchise stores across six states, including West Bengal, Gujarat, and Andhra Pradesh, by 2027.
A key driver of this success is the brand’s premiumization strategy through collections like Jaipur Kurti Luxe and Amaiva. This shift has significantly boosted Average Selling Prices (ASP), which rose from ~₹1,707 to ₹2,669 in offline retail channels. By leveraging partnerships with Reliance Trends, Shoppers Stop, and Centro, NCL is ensuring that traditionally handcrafted ethnic wear becomes a standardized, high-quality staple for the modern Indian wardrobe.
Apparel Segment Analysis: Q3 FY26 Trends
| Segment / Brand | Growth / Status | Strategic Priority |
| Jaipur Kurti Net Sales | +100% YoY | Rapid omni-channel expansion. |
| Ethnic Business (ABLBL) | +19% YoY | Premiumization through curated edits. |
| Designer-Led Brands | +30% YoY | Focus on luxury and high-margin segments. |
| Average Selling Price (Offline) | ₹2,669 | Shift toward aspirational positioning. |
UDHQ Take: The Rise of “Corporate Ethnic” Status
At Unbox Daily HQ (UDHQ), we see Jaipur Kurti as the “Life Difference” for the woman balancing heritage with a high-velocity lifestyle. Luxury in 2026 isn’t just about price; it’s about the reliability of fit and quality. By institutionalizing the “Jaipur look” through a corporate model, NCL provides a “Ready-to-Wear” experience that eliminates the friction of traditional tailoring.
Wearing a curated Jaipur Kurti piece is a statement of “Corporate Ethnic”, a look that is professional, culturally rooted, and undeniably high-status. As Aditya Birla Lifestyle Brands (ABLBL) and other giants move into the ethnic space, Jaipur Kurti stands out by keeping the artisanal soul of Jaipur alive while delivering it through a world-class retail atmosphere.
Source: Jaipur Kurti-Nandani Creation
