Kiaasa Retail Ltd has launched Virasat - Affordably Luxurious, a new premium ethnic wear brand, ahead of the Navratri festive season. The label debuts with a strict no-discount policy, targeting consumers seeking elevated design and luxury craftsmanship.

The brand represents a strategic entry into the luxury ethnic segment. It features intricate detailing, premium fabrics, and timeless festive silhouettes. The company stated that the full-price model reflects its commitment to quality and value preservation.

Launch strategy and expansion

Virasat is initially available through dedicated shop-in-shop sections in prominent Kiaasa outlets. The rollout is phased, starting at select flagship locations during the Navratri shopping season.

Looking ahead, Kiaasa plans to launch independent, standalone Virasat boutiques. These will serve as dedicated destinations for high-end ethnic apparel, scaling beyond the current retail footprint.

Executive commentary

The Chairman and Managing Director of Kiaasa noted that the launch aligns with growing demand for premium fashion. "VIRASAT - Affordably Luxurious reflects our commitment to offering an elevated, uncompromising ethnic wear experience," the CMD said. He added that positioning the brand across flagship malls and key high-street markets before scaling to standalone stores is key to capturing this demand.

About Kiaasa Retail

Kiaasa operates as a modern Indian ethnic wear brand, providing contemporary, festive, and everyday apparel for women across India. The company maintains a footprint of 100+ stores in 60+ cities pan-India, bridging traditional craftsmanship with modern style.

Kiaasa Retail announced the opening of six new exclusive retail stores across key high-growth markets in North India. This strategic expansion is timed to leverage peak consumer demand during the upcoming festive and wedding season, bringing the company's total store count to more than 126.

The new outlets are located in Jhunjhunu (Rajasthan), Gorakhpur, Lucknow, Prayagraj, and Noida (Uttar Pradesh), as well as Siwan (Bihar). The company stated that the move aims to enhance brand accessibility and strengthen its footprint across Tier-1, Tier-2, and Tier-3 cities.

Strategic rationale and market positioning

The company identified this period, encompassing Navratri, Durga Puja, Karwa Chauth, and Diwali, as a critical window for maximizing seasonal sales momentum. By establishing presence in both vibrant high-street locations and modern commercial hubs like Paras One33 Mall in Noida, Kiaasa seeks to drive store productivity and boost revenue growth during high footfall periods.

This expansion reinforces the company's multi-tier market penetration strategy. The new stores complement its existing network, which now operates in more than 70 cities pan India.

Growth trajectory and management outlook

Mr Om Prakash, Managing Director of Kiaasa Retail Limited, stated that these openings are intended to capture heightened festive footfalls and consumer spending, followed by wedding-season demand. The expansion aims to strengthen brand visibility and support revenue growth during this key retail period.

Commenting on the long-term vision, Mr Prakash noted that the new stores are part of a broader plan to take the total store count to 250 over the next two years.

New store locations

The announcement was made in compliance with Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015. The filing was signed by Kanishka Singhal, Company Secretary, on October 8, 2026.

Source: https://lodr-files.dhan.co/lodr-inputs/Company/INE1C3F01018/f30d0162-937c-4b7b-8b67-91449e60c019.pdf