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Nandani Creation (NCL) has achieved a transformative fiscal milestone, with its flagship brand, Jaipur Kurti, eclipsing the Rs 100 crore (US $11.04 million) sales threshold in calendar year 2025. This 46 per cent Y-o-Y growth trajectory has been sustained despite a volatile Indian retail climate characterized by 2.98 per cent inflation in clothing and footwear and suppressed discretionary spending. The company’s top-line momentum remains exceptional, with net sales for the third quarter of FY26 doubling compared to the previous year, marking three consecutive quarters of rapid expansion.

Strategic premiumization and ASP appreciation

To navigate the broader sector slowdown, NCL successfully implemented a premiumization strategy that significantly elevated average selling prices (ASP). In offline retail channels, ASP increased to Rs 2,669 in the nine-month period ending December 2025, compared to Rs 1,707 in the prior year. This transition was anchored by the upscaling of the Jaipur Kurti Luxe and Amaiva labels, positioning the brand within the aspirational ‘masstige’ segment. By focusing on higher-value realizations rather than volume-chasing alone, NCL has insulated its revenue quality against the rising costs of raw materials and logistics.

Operational reconfiguration and multi-channel agility

A critical driver of NCL’s current performance is its transition toward an asset-light, demand-led sourcing model. While this deliberate shift from in-house manufacturing caused a slight moderation in EBITDA margins to the 7 per cent range, it has provided the operational flexibility required to scale across diverse platforms. The brand’s footprint now spans over 100 Reliance Trends outlets and 80+ shop-in-shop counters. Notably, the company is an early mover in the quick commerce space, with Swiggy InstaMart already contributing 3 per cent of total sales, reflecting a modern omni-channel approach to urban consumer accessibility.

Nandani Creation specializes in women’s Indian ethnic wear, operating through a robust omni-channel network. With plans to deepen its national presence through 2028, the company currently leverages 16+ exclusive brand outlets and major e-commerce partnerships. Despite temporary margin compression, NCL’s focus remains on high-margin premium offerings and digital-first expansion.

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