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2015-06-04

Tata Sons\' Chairman Emeritus Ratan Tata invests in women\'s online apparel brand KAARYAH

KAARYAH is Nidhi\'s brainchild and was born when she figured that something as basic as well fit western wear, for Indian women, was so hard to find.

Ratan Tata, Chairman Emeritus of Tata Sons, has invested in technology enabled women's apparel brand KAARYAH for an undiclosed amount. KAARYAH Lifestyle Solutions caters to women's non-casual wear by offering the best possible fit with its 18 sizes. It offers wardrobe solutions that help discover not just the perfect, fit but also what flatters different body types.

KAARYAH is Nidhi Agarwal's brainchild and was born when she figured that something as basic as well fit western wear, for Indian women, was so hard to find. The brand already has a presence across leading online marketplaces and also services through KAARYAH.COM

Agarwal has over 15 years of experience in Strategy, New Technology Marketing and Finance. Before launching her own brand, she was the Director - Strategy at Honeywell India, where she helped build their Space & Missiles business. Prior to that she was a Strategy Consultant at Bain & Co., where she helped draft market entry strategies for consumer goods companies.

Agarwal has even developed and launched India's first m-commerce product at Airtel, where she discovered her interest in Marketing Analytics and Strategy. She is also a certified Chartered Accountant from KPMG and an MBA from the Kellogg School of Management, where she was presented the prestigious Dean's Service Award.

As a corporate woman, with a busy lifestyle herself, Nidhi understood the importance of well fitted, functional, feminine and fashion-forward western formal wear. There was a large unmet need for these across age groups, no matter what their occupation was. She therefore, focused on bridging the gap between western formals and the Indian silhouette, its perfect fit and a variety to choose from. After 1.5 years of market and product related research focusing on challenges with the current set of options available, she launched KAARYAH in September 2013.

The Indian market for western non-casual wear for women is estimated to be Rs 10,000-15,000 crore and is poised for 2X growth in the next 3-4 years. KAARYAH offers western wear in 18 sizes, compared to a global average of 12-13 sizes. The brand introduces 150 new designs every month; its catalogue of shirts, trousers & skirts for women.

Establishing new benchmarks on fulfilment, KAARYAH believes in a lean inventory system. This model has proven scalability as the brand has serviced order loads of 4X Just-In-Time with up to 60 per cent same day fulfilment. 

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