Kalpraag: The Brand Redefining Indian Menswear with Accessible Luxury

Delhi, India : Kalpraag, a relatively new player in the Indian ethnic wear market, has announced ambitious plans to open stores across India. The brand, which made its debut in 2022, has quickly gained attention for its creative approach to predominantly men’s ethnic wear.

This Delhi brand, a brainchild of the well-established Shripal Rakesh Kumar Jain company, brings together decades of fabric manufacturing expertise with a fresh artistic vision. The parent company has been a staple of the textile industry since 1965, providing a solid foundation for this new venture.

Mayank Jain, who joined the family business in 2003 and currently manages Kalpraag, shared his vision for the brand’s expansion. “We want to make Kalpraag a household name across India. We believe there’s a real need for high-quality, affordable luxury in the ethnic wear segment, and we’re positioning ourselves to meet that demand,” he stated.

The brand’s direct-to-consumer model is what differentiates it, as it removes middlemen while passing on benefits to clients. This approach allows Kalpraag to offer made-to-measure garments at reasonable prices, typically under Rs 20,000. “By controlling the entire process from manufacturing to retail, we are able to ensure quality while keeping prices accessible,” Mayank explained.

Kalpraag’s product range focuses primarily on men’s ethnic wear, including kurta pyjama sets and bundi sets. However, the brand also caters to women, offering a variety of garments. This brand stands out as it uses pure fabrics and incorporates artistic elements into its designs.

The brand launched the Naayab collection, which features Patiala and Jodhpuri sets. It features motifs from Pan-India, such as elephants, jungle scenes of Sundarban, and Kashmiri-inspired designs. “Each garment tells a story,” Mayank shared.

As part of its expansion strategy, Kalpraag has already opened a new store in South Delhi. This move signals the beginning of what the company hopes will be a significant retail presence across the country. “The response to our South Delhi store has been overwhelming,” Mayank noted. “It’s clear that there’s a demand for our offerings, and we’re excited to bring Kalpraag to more cities.”

The need for Kalpraag stores across India stems from a growing desire among consumers to buy high-quality ethnic wear at a reasonable rate. As more Indians seek garments that blend tradition with contemporary aesthetics, Kalpraag’s offerings seem well-positioned to fill this niche.

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In the ever-evolving landscape of Indian fashion, a new name is quickly gaining momentum—Kalpraag, a brand that has managed to carve out its niche within just two years of its inception. Combining artistic vision with decades of textile expertise, this Delhi-based brand, led by third-generation entrepreneur Mayank Jain, is on a mission to make luxury ethnic wear accessible, and its ambitious plans for expansion are just getting started.

Founded in 2022, Kalpraag is the latest venture from the well-established Shripal Rakesh Kumar Jain company, a giant in India’s textile industry since 1965. Rooted in nearly six decades of fabric manufacturing excellence, Kalpraag merges heritage craftsmanship with an innovative, artistic approach. “Our brand is built on the strong foundation of my family’s legacy, but we’ve reimagined ethnic wear for the modern consumer,” shares Mayank Jain. Having joined the family business in 2003, Mayank brings a wealth of experience and a fresh, creative perspective to this new chapter.

Kalpraag’s success story is one of thoughtful strategy and purposeful growth. Unlike many brands that cater to a limited segment, Kalpraag has embraced a direct-to-consumer model, cutting out intermediaries and passing on the benefits directly to its clients. This approach ensures that customers receive premium, made-to-measure garments at prices that defy traditional luxury norms. “By overseeing the entire process—from fabric production to retail—we guarantee quality while keeping our price point accessible,” explains Mayank, with most pieces priced under ₹20,000.

The brand has made a strong mark in the men’s ethnic wear category, offering meticulously crafted kurta pyjama sets and bundis, but its appeal extends beyond that. With their recent Naayab collection, Kalpraag showcased an expansive range of Patiala and Jodhpuri sets, distinguished by their intricate, hand-embroidered designs. Motifs inspired by India’s cultural tapestry—majestic elephants, lush jungle scenes from Sundarban, and the fine artistry of Kashmir—come together to create garments that are not just stylish but meaningful. “Each design tells a story,” Mayank reflects. “We are not just selling clothes; we are curating an experience, a piece of India’s heritage in every thread.”

This commitment to storytelling and craftsmanship has resonated deeply with consumers, and the demand for Kalpraag’s offerings is growing rapidly. The brand recently celebrated the opening of its flagship store in South Delhi, marking the first step in its nationwide expansion. “The response has been overwhelming,” Mayank notes. “Our vision is to make Kalpraag a household name, and the success of our Delhi store shows that the market is ready for what we have to offer.”

Looking ahead, Kalpraag is set to bring its blend of luxury and affordability to key cities across India. The brand's philosophy—bridging tradition with contemporary design, without compromising on quality or price—aligns with the growing desires of today’s Indian consumer. In a world where fashion is increasingly about meaningful choices, Kalpraag is filling a gap that few others have tapped into. “Our consumers are more informed, more discerning,” says Mayank. “They want something rare, something untapped. And that’s where Kalpraag shines.”

With its ambitious plans for expansion and its unwavering commitment to craftsmanship, Kalpraag is not just shaping the future of ethnic wear—it’s redefining what luxury means for the modern Indian wardrobe.