E-commerce store Kaanjj to offer contemporary Indian fashion to global customers

23rd August 2021, Mumbai:

Mother-daughter duo Sonal and Karnika Kisnadwala have launched Kaanjj -- a new, multi-brand e-commerce store that plans to bring contemporary Indian fashion to a global market.

With a focus on womenswear, the store aims to cater to Indians across the world looking for Desi clothing with a story behind it. Some of the womenswear brands featured on the new e-commerce store include Aditi Somani, Studio Medium, Urvashi Kaur, Ahmev, Kapardara, Linetribe, and Little Things, among others. The curated selection focuses on timeless pieces which highlight Indian textile traditions and are suitable for multiple generations of women, according to Kisnadwala.

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The business aims to become a platform from which to promote up-and-coming South Asian designers to a global audience. The business also focuses on garments made from sustainable textiles with slow fashion values.

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