Funky Maharani expands distribution with Nykaa Fashion

By

Isabelle Crossley

Published
Apr 12, 2021

Jewellery brand Funky Maharani is continuing to diversify its product line and recently expanded its distribution network by partnering with multi-brand fashion retailer Nykaa Fashion.

Funky Maharani, which specialises in fusion-style Maang Tikkas, is now available across India and internationally with new retail partner and e-commerce giant Nykaa’s fashion arm, the brand announced on Facebook.
 
The brand also recently released new collection ‘Pretty Little Things’ online. Alongside its signature bold, modern Maang Tikkas, the collection also includes bracelets and earrings, some featuring one of the collection’s key motifs, the scorpion. As the up-and-coming brand continues to expand its product selection, it is focusing on creating a gender inclusive aesthetic in both its designs and marketing. 

“Some waves have been made, and there are conversations on fashion and gender more than ever before, but there is still a long way to go in creating a truly inclusive fashion industry, one that’s inclusive in all respects, be it gender or body type,” brand co-founder, Hansika Jethnani, told Elle India.

“It is the need of the hour and has to be the future of fashion.”
 
“The inspiration behind the label is the amalgamation of tradition with the contemporary,” said Jethnani, about founding Funky Maharani with Stevie Jhangiani.

“As desis from the diaspora, we are both proud of our roots and rooted in our culture, but we’re aware that culture and tradition are constantly evolving, and we wanted to make Indian jewellery that was a testament to that,” shares Hansika.
 
Funky Maharani’s jewellery is made by artisans in Gujarat. The brand uses 80% recycled brass in its designs and also retails from its dedicated e-commerce store.