Kaanjj, a new multi-brand e-commerce shop, aims to introduce Indian fashion to a worldwide audience

23rd August 2021, Mumbai:

Kaanjj, which had a limited launch in July, is now fully operational, according to the e-commerce company's Facebook page. The business, which focuses on womenswear, seeks to serve Indians all over the world who are searching for Desi apparel with a narrative to tell.

Karnika Kisnadwala told Vogue India about the new site's launch, "We developed Kaanjj since there was nothing that catered to South Asian customs and traditions for a global audience, even though there are more than 20 million of us living outside India."

“The subcontinent's rich heritage of workmanship and handcrafted, heirloom textiles stretches back centuries and has had a significant effect on the West, although recognition is often overlooked. Our major objective is to bridge the gap between the East and the West by offering a platform for both new and established designers and artisans.” Aditi Somani, Studio Medium, Urvashi Kaur, Ahmev, Kapardara, Linetribe, and Little Things are among the womenswear labels featured on the new e-commerce platform. According to Kisnadwala, the selected collection focuses on timeless items that reflect Indian textile traditions and are suited for several generations of women.

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The company wants to establish itself as a platform for promoting emerging South Asian designers to a worldwide audience. Slow fashion clothing created from sustainable fabrics is also a focus of the company. Sonal Kisnadwala said, "A percentage of earnings from all Kaanjj sales are contributed to Shishur Sevay, a model inclusive home for orphaned and handicapped children in Kolkata."

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