Nandani Creation Ltd (NCL), a women’s Indian wear company selling apparel under the Jaipur Kurti brand, has announced a strategic partnership with fashion store Reliance Centro as part of its efforts to strengthen its retail footprint in key markets.
Reliance Centro is a multi-brand fashion destination offering a wide range of products, including apparel, footwear, handbags, make-up and cosmetics, essentials and travel accessories.
Under the proposed partnership, Nandani Creation will expand its presence across 12 Reliance Centro stores in India, where the latest Jaipur Kurti women’s wear collections will be made available to consumers.
The move aligns with the company’s focus on reinforcing its direct-to-consumer (D2C) ecosystem and deepening its presence in the women’s Indian wear segment. Nandani Creation continues to invest in expanding its retail network while strengthening both its digital and offline channels to provide a seamless shopping experience.
Commenting on the development, Anuj Mundhra, Chairman and Managing Director of Nandani Creation Limited, said that the partnership with Reliance Centro marked a significant milestone in the company’s journey to bring its designs closer to customers. He added that as the company continues to expand its retail presence, it is pleased to collaborate with a brand that aligns with its values of quality, style and customer experience, and looks forward to leveraging the association to deliver a curated in-store experience that reflects the evolving preferences of Indian women.
In addition to this partnership, Nandani Creation currently operates eight company-owned, company-operated retail stores located in Jaipur (three stores), Ahmedabad, Kota, Shri Ganganagar, Lucknow and Ghaziabad. The company also runs five franchise-owned, franchise-operated stores in Delhi, Gurugram (two stores), Mumbai and Bathinda. Its products are available through more than six Shoppers Stop stores, over 80 shop-in-shop outlets, more than 53 Reliance Trends stores, and over 35 Avantara and Kalanikethan stores, among others. The brand also retails through major e-commerce platforms, its own website and a mobile application.
