The Kaftan Company (TKC), India's first brand dedicated exclusively to kaftans, has announced its expansion into multiple markets across the Middle East as it completes ten years in business. The announcement comes alongside the launch of Homebody, a nightwear collection built for women aged 21–34 who have stopped treating nightwear as a compromise between comfort and style.
Founded in 2016
Founded in 2016 by Prakruti Gupta Rao and Navin Rao, The Kaftan Company set out to create a garment that Indian women could wear at home while still feeling stylish and comfortable.
Over the past decade, the brand has grown into the world's largest kaftan player in the market, offering a wide range of kaftans across different prints, fabrics and silhouettes. Its collections are designed to combine comfort, ease and everyday style.
The brand's journey has been driven by a focus on creating products that allow women to feel comfortable while expressing their individuality.
Ten years, built deliberately
TKC's journey has been defined by a consistent focus on its product and customers. The brand invested early in a near-zero-waste bulk production and proprietary digital print techniques that allow the company to create distinctive designs while maintaining efficiency.
The company has continued to evolve while staying focused on its core proposition of making comfortable clothing that works for everyday life.
Over the years, the brand has also received recognition for its growth and entrepreneurial journey, including recognition through business and fashion platforms.
"We built a category before we built a brand." — Prakruti Gupta Rao
"When we started, 'kaftan' wasn't a category in India; it was a word for something your mother wore at home," said Prakruti Gupta Rao, Co-Founder, The Kaftan Company.
"The first few years were spent educating customers on why comfort and style are not opposites. Everything that followed — the print techniques, the women-led factory floor, the 1000 SKUs all came from that one conviction. Ten years later, the customer who once bought a kaftan quietly now wears it to brunch, on holiday and on her Instagram."
Going global from India
TKC first stepped outside India in 2018–19 with Fulfilment by Amazon operations in the USA and the UAE, and export partnerships in Botswana.
The Middle East, where the kaftan has deep cultural roots and year-round relevance, is now the brand's next focus, with expansion across multiple countries in the region planned through 2026–27.
"Our export experience showed us something interesting: the Indian kaftan, with its prints, fabrics and price point, travels exceptionally well," said Navin Rao, Co-Founder, The Kaftan Company.
"The Middle East is a market where the garment already has cultural meaning. What we're bringing is a modern, print-led, made-in-India take on it, backed by a supply chain we have spent ten years refining."
Homebody: nightwear for a generation that chooses to stay in
TKC's newest collection, Homebody, takes its name from a generation that has reclaimed staying in with pride.
Designed for women aged 21–34, the collection lives in the space between work and sleep, with playful, conversation-starter prints, soft, breathable fabrics and easy silhouettes built for movement.
The Homebody edit brings together playful checks, retro prints, whimsical cat prints and tropical florals, creating a wardrobe of entertaining prints for relaxing at home.
"Homebody isn't a phase, it's a lifestyle we're designing for," said Prakruti Gupta Rao.
"We wanted a collection that meets women exactly where they already are, on the couch or in the kitchen at midnight, choosing comfort on their own terms. It's the quieter, at-home expression of everything TKC has stood for."
A growing opportunity
The launch comes as India's sleepwear and nightwear market continues to grow.
The category is increasingly being shaped by consumers looking for comfortable, stylish and versatile clothing that works across different moments of their day.
With its focus on kaftans, comfort-led silhouettes and distinctive prints, The Kaftan Company is positioning itself to participate in this growing opportunity while expanding its presence internationally.
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