Delhi,
India : Kalpraag, a relatively new player in the Indian ethnic wear market, has
announced ambitious plans to open stores across India. The brand, which made
its debut in 2022, has quickly gained attention for its creative approach to
predominantly men’s ethnic wear.
This Delhi brand, a brainchild of the
well-established Shripal Rakesh Kumar Jain company, brings together decades of
fabric manufacturing expertise with a fresh artistic vision. The parent company
has been a staple of the textile industry since 1965, providing a solid
foundation for this new venture.
Mayank Jain, who joined the family business in
2003 and currently manages Kalpraag, shared his vision for the brand’s
expansion. “We want to make Kalpraag a household name across India. We believe
there’s a real need for high-quality, affordable luxury in the ethnic wear
segment, and we’re positioning ourselves to meet that demand,” he stated.
The brand’s direct-to-consumer model is what
differentiates it, as it removes middlemen while passing on benefits to
clients. This approach allows Kalpraag to offer made-to-measure garments at
reasonable prices, typically under Rs 20,000. “By controlling the entire
process from manufacturing to retail, we are able to ensure quality while
keeping prices accessible,” Mayank explained.
Kalpraag’s product range focuses primarily on
men’s ethnic wear, including kurta pyjama sets and bundi sets. However, the
brand also caters to women, offering a variety of garments. This brand stands
out as it uses pure fabrics and incorporates artistic elements into its
designs.
The brand launched the Naayab collection,
which features Patiala and Jodhpuri sets. It features motifs from Pan-India,
such as elephants, jungle scenes of Sundarban, and Kashmiri-inspired designs.
“Each garment tells a story,” Mayank shared.
As part of its expansion strategy, Kalpraag
has already opened a new store in South Delhi. This move signals the beginning
of what the company hopes will be a significant retail presence across the
country. “The response to our South Delhi store has been overwhelming,” Mayank
noted. “It’s clear that there’s a demand for our offerings, and we’re excited
to bring Kalpraag to more cities.”
The need for Kalpraag stores across India
stems from a growing desire among consumers to buy high-quality ethnic wear at
a reasonable rate. As more Indians seek garments that blend tradition with
contemporary aesthetics, Kalpraag’s offerings seem well-positioned to fill this
niche.
Suggestions:
Each
article should have a key highlight/idea as the north star and then the
narrative builds on it.
In the
ever-evolving landscape of Indian fashion, a new name is quickly gaining
momentum—Kalpraag, a brand that has
managed to carve out its niche within just two years of its inception.
Combining artistic vision with decades of textile expertise, this Delhi-based
brand, led by third-generation entrepreneur Mayank
Jain, is on a mission to make luxury ethnic wear accessible, and its
ambitious plans for expansion are just getting started.
Founded in
2022, Kalpraag is the latest venture
from the well-established Shripal Rakesh
Kumar Jain company, a giant in India’s textile industry since 1965. Rooted
in nearly six decades of fabric manufacturing excellence, Kalpraag merges heritage craftsmanship with an innovative, artistic
approach. “Our brand is built on the strong foundation of my family’s legacy,
but we’ve reimagined ethnic wear for the modern consumer,” shares Mayank Jain.
Having joined the family business in 2003, Mayank brings a wealth of experience
and a fresh, creative perspective to this new chapter.
Kalpraag’s success story is one of thoughtful strategy and purposeful growth.
Unlike many brands that cater to a limited segment, Kalpraag has embraced a direct-to-consumer model, cutting out
intermediaries and passing on the benefits directly to its clients. This
approach ensures that customers receive premium, made-to-measure garments at
prices that defy traditional luxury norms. “By overseeing the entire
process—from fabric production to retail—we guarantee quality while keeping our
price point accessible,” explains Mayank, with most pieces priced under
₹20,000.
The brand
has made a strong mark in the men’s ethnic wear category, offering meticulously
crafted kurta pyjama sets and bundis, but its appeal extends beyond that. With
their recent Naayab collection, Kalpraag showcased an expansive range of
Patiala and Jodhpuri sets, distinguished by their intricate, hand-embroidered
designs. Motifs inspired by India’s cultural tapestry—majestic elephants, lush
jungle scenes from Sundarban, and the fine artistry of Kashmir—come together to
create garments that are not just stylish but meaningful. “Each design tells a
story,” Mayank reflects. “We are not just selling clothes; we are curating an
experience, a piece of India’s heritage in every thread.”
This
commitment to storytelling and craftsmanship has resonated deeply with consumers,
and the demand for Kalpraag’s
offerings is growing rapidly. The brand recently celebrated the opening of its
flagship store in South Delhi, marking the first step in its nationwide
expansion. “The response has been overwhelming,” Mayank notes. “Our vision is
to make Kalpraag a household name,
and the success of our Delhi store shows that the market is ready for what we
have to offer.”
Looking
ahead, Kalpraag is set to bring its
blend of luxury and affordability to key cities across India. The brand's
philosophy—bridging tradition with contemporary design, without compromising on
quality or price—aligns with the growing desires of today’s Indian consumer. In
a world where fashion is increasingly about meaningful choices, Kalpraag is filling a gap that few
others have tapped into. “Our consumers are more informed, more discerning,”
says Mayank. “They want something rare, something untapped. And that’s where Kalpraag shines.”
With its
ambitious plans for expansion and its unwavering commitment to craftsmanship, Kalpraag is not just shaping the future
of ethnic wear—it’s redefining what luxury means for the modern Indian
wardrobe.