Ethnic brand KIAASA is making strides in the apparel industry

The popularity of the ethnic clothing segment for Indian women has gained significant momentum over the past few decades as India has begun to take pride in its roots. KIAASA is a true homegrown Indian fashion brand dedicated to meeting the ethnic needs of Indian customers. KIAASA started its journey as a concept store in 2018 by a Noida based exporter but run by entrepreneurial duo Om Prakash & Amit Chauhan Carpets with style acquired the Ethnic Wear venture in March 2021 to take this unique concept to a new level. Following the acquisition, Rugs In Style owners Om Prakash and Amit Chauhan operate and manage KIAASA with the aim of keeping modern Indian women close to their Indian roots and culture by synchronizing modern trends with Indian ethnicity. KIAASA caters to all ethnic needs of the new age female population including kurta set, suit set, lehenga set, dresses, underwear, dupatta, accessories and much more.

KIAASA, the amalgamation of two words – “Kia” means “Women as Pure Goddess” and “Asha” means her hidden desires – is an inclusive ethnic womenswear brand that embraces diversity and celebrates differences of all kinds. Regardless of style, size or purchasing power, KIAASA offers women the most comfortable, stylish and trendy traditional clothing.

Referring to her new age ethnic clothing brand, director Om Prakash says, “Amit and I have always focused on promoting India’s cultural heritage to a global audience. At Rugs In Style we did the same before acquiring KIAASA. Now we are building KIAASA not only into another fashion brand but also into a storyteller for every modern Indian woman. Our loyal customer base is growing rapidly and we are poised to lead India’s ethnic womenswear segment.”

In the process of realizing a dream, one may encounter a number of obstacles and hardships. But what makes the journey interesting is the dedicated effort and passionate approach to the desired goal. In keeping with the same philosophy, KIAASA’s promoters took the less traveled route, working around the clock to bring the best clothing designs to the creative table and transform Kiaasa’s entire work culture. Although he embarked on the path of difficulties with a heavy heart and unshakable attitude, the owner never gave in to failure but did his best to bring about a revolution in the apparel industry.

The company was acquired in the middle of the 1st Corona wave in India, when the whole world closed their windows and shut down their services completely. The KIAASA brand did not step back but marched forward with the mission of rewarding people for their exceptional achievements and constructive attitude. The directors of KIAASA fought fiercely against the 2nd and 3rd waves, proving that nothing is impossible if you are willing to make your dreams come true. Despite several obstacles, the brand’s growth story was not hampered, instead touching the skylines under the tutelage of prominent entrepreneurs Om Prakash and Amit Chauhan. “When we acquired KIAASA in March 2021, today after one year the number of operational stores was 28, and despite successfully coping with the heat of the 2nd and 3rd Corona waves, we are now operating 103 stores across India,” adds the director Amit Chauhan added. “Even in the difficult period, as part of an aggressive expansion strategy in such a grim business environment, we have successfully acquired two renowned brands from the ethnic clothing sector. We are taking this pandemic time as a challenge to establish the brand in India and ensure that KIAASA will ‘next door’ brand in the next 3 years,” explains Om Prakash.

CEO Mr. Kawaljeet Singh recalls: “As soon as Om & Amit took control of KIAASA, the second wave of strikes came in April which, like other players, hit our planning hard and messed up our strategies for 3 to 4 months. We have used this slum time to organize our kitchen and stores with new inventory, plan the next stage of expansion and formulate strategies to minimize losses due to the store closure. As we were preparing for this in the month of July-October/November, the 3rd wave disrupted store operations in December and January. So all in all, the trip was an exciting roller coaster ride.

As an innovative ethnic clothing brand, KIAASA has built a huge customer base with its 100 operating stores in 20 Indian states. At KIAASA, shoppers receive an unforgettable fashion shopping experience that is second to none. They harbor a dream of opening 250 retail stores across India by 2023 and are making strides to make that dream a reality.

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