New multi-brand e-commerce store Kaanjj plans to bring Indian fashion to a global audience

By

Isabelle Crossley

Published
Aug 23, 2021

Mother-daughter duo Sonal and Karnika Kisnadwala have launched Kaanjj -- a new, multi-brand e-commerce store that plans to bring contemporary Indian fashion to a global market.  

 
After holding a soft launch in July, Kaanjj is now fully open for business, the e-commerce business announced on its Facebook page. With a focus on womenswear, the store aims to cater to Indians across the world looking for Desi clothing with a story behind it. 
 
“We built Kaanjj because there was nothing that catered to South Asian cultures and traditions for a global audience, even though there are more than 20 million of us living outside India,” Karnika Kisnadwala told Vogue India about the new site launch. 

“The rich history of craftsmanship and handmade, heirloom textiles in the subcontinent dates back centuries and has influenced the West greatly, but the credit often gets lost. Our main goal is to bridge the gap between the East and West by providing a platform for upcoming or emerging designers and artisans as well as well established ones.”
 
Some of the womenswear brands featured on the new e-commerce store include Aditi Somani, Studio Medium, Urvashi Kaur, Ahmev, Kapardara, Linetribe, and Little Things, among others. The curated selection focuses on timeless pieces which highlight Indian textile traditions and are suitable for multiple generations of women, according to Kisnadwala.
 
The business aims to become a platform from which to promote up-and-coming South Asian designers to a global audience. The business also focuses on garments made from sustainable textiles with slow fashion values. 

“A portion of profits of all sales on Kaanjj are donated to Shishur Sevay, a model inclusive home for orphans and disabled children in Kolkata,” said Sonal Kisnadwala.