Nandani Creation Limited (NCL), the company behind women’s ethnic wear brand Jaipur Kurti, has opened its fifth retail store this month, in Model Town, Ludhiana, as it pushes ahead with its plan to reach 50 exclusive brand outlets by March 2027.
The Model Town outlet is the brand’s second in Ludhiana and follows the opening of four stores in a single day earlier in October. The other October openings are at Pacific Mall in Jaipur, DT Mega Mall in Gurugram, Apsara Road in Jammu and Rajouri Garden in Delhi.
The expansion falls under Project 50, the company’s retail programme to build a network of 50 Jaipur Kurti exclusive outlets by March 2027. NCL says the stores are meant to improve consumer access and complement the brand’s existing presence on digital marketplaces and other retail channels.
The company is also working to integrate its exclusive stores, its direct-to-consumer platform and online marketplaces. This is aimed at improving customer reach and making better use of inventory as the business grows. It adds that it is focusing on inventory management, technology-enabled operations and channel integration to support an omnichannel model.
Commenting on the expansion, Anuj Mundhra, Chairman & Managing Director of Nandani Creation Limited, said, “Project 50 is moving from vision to execution, and every new store represents another step towards building Jaipur Kurti’s next phase of growth. Opening four stores in a single day and following that with our fifth store opening in October is an encouraging milestone for the Company. With our second store in Ludhiana, we are further strengthening our presence in Punjab and bringing Jaipur Kurti closer to more consumers.
Our objective extends beyond expanding the store count. We are working towards building a stronger, more scalable and integrated Indian women’s fashion brand, supported by physical retail, digital channels and robust operating capabilities. As we progress towards our target of 50 exclusive brand outlets by March 2027, our focus remains on disciplined execution, market expansion and building a sustainable foundation for long-term growth.”
Jaipur Kurti is sold through company-owned company-operated (COCO) and franchise-owned franchise-operated (FOFO) stores, department stores and shop-in-shop formats. Its retail partners include Shoppers Stop, Reliance Trends, Avantara, Kalanikethan, Reliance Centro, Fashion Factory and Lulu Malls.
Online, the brand sells on Myntra, AJIO, Nykaa, Flipkart and Tata CLiQ, as well as through its own website, www.jaipurkurti.com, and mobile app. It has also entered quick commerce through Swiggy Instamart.
Founded in 2012 and based in Jaipur, Nandani Creation is an online-first fashion company selling women’s Indian wear under the brands Jaipur Kurti, Amaiva – By Jaipur Kurti, Jaipur Kurti Luxe and Desi Fusion. Its sales channels include online platforms and offline stores.
