The Kaftan Company Bucks Economic Recession by Growing 200%

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The Kaftan Company Bucks Economic Recession by Growing 200% in the Last Two Years

Hyderabad, 24/2/22: The Kaftan Company, India’s most recognized brand for Kaftans, has
grown by 200% in the last two years. Established by Prakruti Gupta, and Navin Rao in 2016,
the company aims to provide global buyers with the widest range of loungewear and
kaftans through design innovations, and adherence to sustainable practices. The growth can
be attributed to innovation and the great customer experience provided by their Kaftans.


The origins of The Kaftan Company lie in the resilience and entrepreneurial spirit shown by
the husband-wife duo of Prakruti Gupta and Navin Rao. Prakruti was diagnosed with cancer
while working with Fiat-Chrysler Group in Dubai. She and Navin moved to India for
treatment and with the aim of being closer to the family. As she successfully combated the
disease, Prakruti’s entrepreneurial spirit led to the establishment of a garment
manufacturing facility known as Shibori Designs. The MBA from Schulich School of Business,
Toronto was keen to create an innovative and niche fashion brand.


Since Kaftans are globally renowned fashionwear and have been preferred by royals and
celebrities alike for centuries, they caught her attention. The businesswoman who has
successfully completed Goldman Sachs 10000 Women entrepreneurial program at IIM and
ISB, instantly realized that this was the garment that she wanted to transform into a
contemporary global wear. Her co-founder and husband, Navin S Rao, has done his
Mechanical Engineering from Canada and has also done his MBA from Bologna Business
School in Luxury goods from Italy. He also played a pivotal role in the launch of Ferrari &
Maserati in India.
Speaking about this, Prakruti Gupta, Founder, The Kaftan Company, said, “I decided to
embark on my entrepreneurial journey afresh after treatment and channeled my passion for
stylish, comfortable, and high-quality wear to first establish Shibori Designs, and eventually
zeroed-in on Kaftans. The comfort, flexibility, and sophistication of Kaftans made me realize
that they were an ideal option for those seeking good leisurewear.

With support from my husband Navin, we have today built a world-class brand for Kaftans that is turning this royal
garment of ancient times, into fashionable loungewear in sync with contemporary
sensibilities. Our design process is guided by the principle that every woman should not only
look beautiful but also enjoy what she wears. Each kaftan is crafted to ensure an ideal and

seamless fit for customers, irrespective of size or style preferences. We use luxurious and
sustainable fabrics with virtually zero waste generation during the manufacturing, and our
designs are inspired from the latest trends to deliver a fantastic user experience.”
Sharing his thoughts, Navin S Rao, Founder, The Kaftan Company, said, “We started The
Kaftan Company at a time when we were both going through a transitional phase after
having returned to India.

The pandemic hit when the brand was gaining sales momentum
and global recognition. We had the honor of becoming a part of the Asian Designer Week’s
upcoming new designers list, and even in the wake of the pandemic-induced slowdown, we
have grown steadily and impressively. As people worked from homes, took long and slow
vacations, the demand for high-quality leisure and loungewear increased substantially, and
that’s a demand we are trying to fulfill.”
The Kaftan Company uses digital printing and natural fabrics to reduce waste generation
and the overall carbon footprint of the manufacturing process. The founders believe in
sustainable fashion and take various steps, starting from design developments to production
and dispatching, to ensure that all three dimensions of sustainability is achieved to the
maximum – environmental, social, and economic.
The founders have also built an enterprise that has inclusivity and women empowerment at
it’s core with an 80% female workforce. While The Kaftan Company is already present on
leading online platforms in India, and local markets in UAE and Botswana, their aim is to
establish a global footprint with physical outlets in different cities and countries in the years
ahead.
Since its inception, the couple-preneurs bootstrapped enterprise has grown from strength
to strength. The kaftans are available on leading online e-commerce platforms such as
Myntra, TataCliq, Ajio, Shoppers Stop, etc, as well as their official website
www.thekaftancompany.com.

They recently also launched an app to make it easy for their
customers to shop and stay in vogue with the latest offerings. The Kaftan Company has 80%
customer retention which showcases incredible loyalty driven by the excellent product
experience. In the years to come, The Kaftan Company aspires to become a globally
renowned destination for loungewear and nightwear and build an empire therein.

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