Bringing heritage to hangers: The modern man’s ethnic wardrobe is stepping off the web and into real-world wardrobes.
In an era where digital-first is the norm, homegrown men’s ethnicwear label Kisah is taking a bold detour—back to brick and mortar. The brand has successfully raised ₹13 crore in funding, marking a major push to expand its offline retail presence across India.
But this isn’t just about opening stores—it’s about creating touchpoints that blend heritage fashion with a hands-on retail experience. For Kisah, it’s a strategic move to transform occasional interest into everyday engagement.
Known for its fusion of traditional Indian silhouettes and modern tailoring, Kisah has carved a strong presence on e-commerce platforms. But as Indian menswear fashion matures, the brand is betting big on something refreshingly tactile—physical stores where customers can touch, feel, and try before they trust.
The ₹13 crore funding round, led by a group of private investors, will be used to roll out exclusive brand outlets in key metros and Tier-1 cities, with plans to open 20+ new stores in the next 18 months.
“Menswear in India is at a turning point,” said a spokesperson from Kisah. “While online brought us reach, we believe the next phase of growth lies in meaningful offline interactions where a customer can truly experience the craftsmanship.”
In a landscape dominated by casualwear and fast fashion, Kisah’s slow-style approach—rooted in ethnic pride—is a welcome counter-narrative. The brand is tapping into a fast-growing demand for men’s occasion and celebration wear, especially around weddings, festivals, and cultural events.
But what makes Kisah’s strategy different is its focus on contemporary ethnicwear that fits into both celebration and semi-formal wardrobes. The offline expansion will include immersive retail environments that reflect this design philosophy—spaces that feel equal parts fashion-forward and rooted in tradition.
With this funding, Kisah is also planning to invest in regional inventory customization, in-store styling support, and brand collaborations with local artisans. It’s not just a store—it’s a story unfolding in every city.
Kisah’s leadership envisions these outlets as cultural hubs where design meets legacy. “We’re not here just to sell sherwanis and kurtas,” they said. “We’re building a lifestyle around contemporary Indian identity.”
Consumer evolution: Today’s buyer seeks personal connection—offline stores enable that.
Category leadership: Men’s ethnicwear still remains under-penetrated offline compared to women’s.
Experience economy: The new-gen shopper values ambiance, brand storytelling, and tailored service.
As Indian fashion straddles tradition and modernity, Kisah’s offline expansion could mark a pivotal shift in how men’s ethnicwear is sold, styled, and celebrated. With ₹13 crore fueling its journey, Kisah isn’t just dressing the modern man—it’s helping him rediscover a sense of style that’s proudly Indian, unapologetically elegant, and now, more accessible than ever.
