Case Study: Kimaya

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The Label ‘Kimaya’ defines elegance, glamour and style, and Kimaya’s magic has rubbed off on fashionistas galore, who love to indulge in fine Indian fashion.

As a true blue Indian luxury brand, the brainchild of the husband-wife duo, Neha and Pradeep Hirani, Kimaya is a leader in the Indian Fashion Industry with great sense of the luxury market in the Sub Continent. Its strong brand equity hinges on excellent couture and prêt imaging developed over a period of time, supported by great merchandising and operational expertise and customer relationship management.

Founded in 2002, Kimaya brought about a revolution at the core of the fashion retail business, instilling a touch of professionalism in an industry fraught with a chaotic retail environment. While it launched with 26 leading designers in its portfolio, in just six years, that number has more than quadrupled to over 140 designers; Indian and Italian and still counting. Not only is there a huge variety of names to chose from, but also the choicest offerings are on display, as a team of merchandisers and fashion forecasters persevere and present edited designer collections at the stores.

Today Kimaya is India’s largest fashion house and the biggest buyer at the Indian Fashion Weeks. At Kimaya, fashion design is an art form, a journey where initial conceptualization develops into the final product. Each garment in itself is a unique design concept where it goes through various hues till it crystallizes into the final creation. For every creation, the basic theme is to have an aesthetic and uncluttered appeal to the garments.

The designer creates a harmonious blend of nature, history and modernism in a joyous outburst. The foundation of her work remains the revival of ancient hand block printing techniques. Every outfit is a mark of originality ensuring that every collection has a different style statement while keeping intact the basic language. The techniques, , detailing, style, quality are some of the defining symbols of Kimaya’s garments. Within a year of launch, it became the first Indian fashion house to go international. Kimaya, Dubai was launched in 2004, with an exclusive Middle-Eastern look and feel, both to the store and the collections. Kimaya's signature stores are designed to provide a luxurious environment for both the array of designer clothes they stock and their equally high profile clientele.

In luxury retail, experience is king and Kimaya provides the ego massage! Kimaya`s collection embodies a vintage feel with a rhapsody of colours coming alive through the interplay of tradition and prints. Simple silhouettes with classic cuts; the collection is meticulously styled with eye-catching details. The current styles include salwar kameez, sarees, tunics, anarkalis and more.

Kimaya’s mission
Our mission is to apply fashion to everyday life!!

Kimaya’s vision
At kimaya fashion makes business sense. Its vision is to bring Indian fashion to the international world. Kimaya also wants to represent prominent brands and designers from across the globe in their stores in India, the Middle East and fashion hotspots across the globe.

Kimaya’s growth plans
As the fad for designer labels catches up in India, leading fashion house Kimaya Fashion is planning major retail expansion. With 16 stores in the country, Kimaya is now looking at adding new ones both within India and West Asia. At present, Kimaya Fashion has six stores in Delhi, three in Mumbai, one each in Bangalore, Chennai and Dubai. By May 2011, they plan to add two more stores in Ludhiana and another 8 to 10 stores across India in two years. Meanwhile, in Dubai, where they launched in 2004, the fashion house plans to add two more stores by last quarter of 2011. Started six years ago, Kimaya Fashion has became the first...
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