EXPERIENCE THE ‘KAFTAN’ JOURNEY WITH PRAKRUTI GUPTA RAO
Can you tell us more about The Kaftan Company?
The Kaftan Company is a leading Indian brand that designs and creates Kaftans. We offer diverse innovative loungewear, sleepwear, and kaftans for every occasion. Since its inception in 2016, The Kaftan Company has expanded to loungewear, maternity wear, kids’ kaftans, and even a range of loungewear for men apart from traditional kaftans.
What was the motivation behind starting the brand? What challenges did you face while starting out?
Kaftans have always been a favourite of royals and celebrities for a long time, given how graceful, comfortable, and stylish they are. When I was undergoing cancer treatment, I always looked to wear loose, comfortable clothes. However, there were no such options to choose from, and the ease that kaftans offered encouraged my husband and me to start a brand that would be dedicated solely to this garment.
The first three years were challenging as people needed help understanding the product. Some people even related to it as something grand moms wore at night. Also, people do not attribute nightwear as something that needs to look good. However, nightwear could also be interesting, so we started a vibrant digital print for the category, which made us stand out in the market and amongst our competition. Since then, there has been no looking back.
What are your goals for the future?
At The Kaftan Company, we regularly introduce new designs and have expanded our presence in the domestic and international markets through e-commerce channels. We have also introduced various product categories such as kaftan pants, maternity, kids, and menswear. Our team is also steadily growing in sync with the rise in demand after the pandemic. Currently, we have more than 500 SKUs, and the numbers will keep increasing as we progress.
Why did you approach the online only platforms? Are there any plans for opening brick and mortar stores?
We started as an online brand and launched the product line on our website and other online shopping portals like Ajio, Jabong, Amazon, Myntra, Zivame, First Cry, etc. We are now available via most major fashion e-retail channels. We are also tying up with large format stores to increase our physical presence nationwide.
What are your thoughts about the trend of Kaftan top? And are you planning to add more products on the store?
Kaftans, as a top, catches a lot of attention and eyeballs. They can be paired with formal pants or leggings. They go well with everything. Also, this is one style that works for any body type. Due to this massive demand for tops, we launch new styles and patterns every month.
Publication : Textile Value Chain
Author : Digital Media Executive