Kimaya unveils Karmik

As a concept, KARMIK is an aspirational designer wear at affordable prices. It capitalises on the gaping void that exists in the ethnic wear segment of the Indian contemporary fashion market.

Pradeep Hirani said, “We had commissioned an audit by KPMG, the findings of which suggested that fashion needs of women remain insatiated. Reports categorically stated that there exists an untapped potential of growth in the country, not in the already saturated metros, but in the tier II and III cities.”

The real Indian consumer base is in the cities of Ludhiana, Chandigarh, Jaipur, Kanpur, Lucknow, Nagpur, Kochi, Hyderabad, Pune, Surat, Ahmedabad and the likes. Women in these cities not only have a taste for the finer things in life but also have the financial capabilities to own them.

Keeping in mind the fact that there was tremendous scope of developing a retail model that fulfilled the fashion needs of the quintessential women. Kimaya came up with the new label.