D2C ethnic retailers accelerate brick-and-mortar footprint to drive margin gains

Direct-to-consumer (D2C) ethnic wear labels across India are rapidly scaling physical retail networks to capture offline market share and offset rising digital customer acquisition costs. Led by flagship brand Jaipur Kurti, parent firm Nandani Creation executed a simultaneous four-store launch across Gurugram, Delhi, Jaipur, and Jammu under its newly announced 'Project 50' expansion blueprint. The move kicks off an aggressive retail drive to scale its exclusive brand outlet (EBO) count from 18 to 50 locations by March 2027. By establishing Company-Owned Company-Operated (COCO) and Franchise-Owned Franchise-Operated (FOFO) hubs in high-traffic shopping malls and high streets, the brand aims to capture high-margin offline traffic during the peak festive season.

Integrating offline stores with data-driven D2C fulfillment

The physical rollout directly complements Nandani Creation’s revenue base, which reached Rs 33.93 crore in the quarter ending June 2026, supported by an annual turnover target of Rs 110 crore. Stores operate as localized fulfillment hubs integrated with its D2C platform and major e-commerce marketplaces like Myntra, Nykaa, and AJIO.  The company aims to build a scalable, integrated business that delivers stronger customer reach, superior inventory productivity, and sustainable operational margins, notes Anuj Mundhra, Chairman and Managing Director, Nandani Creation. The hybrid model optimizes inventory turnover across Tier-I and Tier-II clusters while mitigating web-only promotional discounting.

Targeting 50 EBOs by 2027

Founded in 2012 in Jaipur, Nandani Creation is an Indian women's ethnic wear manufacturer operating Jaipur Kurti, Amaiva, and Desi Fusion. Serving domestic and international online markets alongside growing physical stores, it targets 50 EBOs by 2027. The company crossed Rs 100 crore in sales with steady profitability.