From Online Menswear Store to Fashion Success: How Yash Sarawagi Built KISAH into a Growing Indian Ethnic Wear Brand

Founded in 2018, KISAH began as an online business offering modern alternatives to conventional men's ethnic wear. By combining traditional Indian clothing with contemporary designs, the company built a distinct position in the market and gradually expanded into physical retail.

Its journey demonstrates how a focused product category, marketplace-led growth, and an understanding of changing customer preferences can help an online fashion business develop into an omnichannel brand. 

From Family Business Exposure to Entrepreneurial Ambition

Yash Sarawagi grew up around the menswear business, developing an early understanding of fabrics, garment construction, and clothing retail. This exposure influenced his decision to enter the fashion industry and build a brand of his own.

However, his ambition was not simply to sell traditional Indian clothing. He saw an opportunity to modernise men's ethnic wear for younger consumers who wanted something different from conventional wedding and celebration outfits.

In 2018, Sarawagi launched KISAH with a vision of making ethnic fashion more expressive, contemporary, and accessible.

Yashwi Ladsaria, his sister, subsequently joined as a co-founder, followed by Saurav Kothari. Together, the founders brought complementary experience and perspectives to the growing business. 

Building a Distinct Identity in Men's Ethnic Wear

KISAH focused on customers looking for fashionable clothing for weddings, festivals, celebrations, and special occasions.

Instead of limiting its offerings to conventional kurtas and sherwanis, the brand developed a broader collection of contemporary ethnic and occasion wear. Its designs combine traditional influences with modern silhouettes, colours, and styling.

This approach helped KISAH appeal to customers who wanted to embrace Indian clothing without feeling restricted by traditional styles.

The company also used online marketplaces to introduce its products to customers across India. Platforms such as Myntra, Amazon, AJIO, and Nykaa helped expand its reach while giving the business access to a broader customer base.

From E-commerce to Physical Retail

KISAH initially operated through online marketplaces before strengthening its direct-to-consumer website and expanding into physical stores.

As the brand grew, the founders recognised that buying occasion wear often involves more than browsing product photographs. Customers may want to examine fabric quality, understand garment construction, compare fits, and experience the clothing in person.

The company began its offline expansion in Kolkata in 2025 and subsequently opened stores in other cities, including Bengaluru and Hyderabad.

This strategy allowed KISAH to combine the nationwide reach of e-commerce with the customer experience offered by physical retail.

According to NDTV Profit's report published on October 12, 2026, KISAH operated 14 stores across India and reported ₹65 crore in revenue for FY2026. The report also placed the company's valuation at ₹211 crore. These are reported figures tied to that publication date. 

Funding and the Next Phase of Growth

KISAH's expansion has attracted investor interest. In 2025, the company raised ₹13 crore in an angel funding round led by Sagar Daryani, founder of Wow! Momo, alongside other investors.

The funding was intended to support physical retail expansion, strengthen direct-to-consumer operations, and invest in brand building.

In 2026, KISAH also received backing from Fireside Ventures, raising ₹35.9 crore to support its next phase of growth. The investment reflected continued interest in brands combining a focused product proposition with the potential to expand across retail channels. 

Lessons for Young Entrepreneurs

KISAH's journey offers several useful lessons for people building fashion and e-commerce businesses:

• Start with a clear customer need. Identifying an underserved audience can help a brand develop a more focused product strategy.

• Differentiate through product design. Combining familiar products with modern styling can create a distinctive market position.

• Use marketplaces to expand reach. Established e-commerce platforms can help businesses reach customers before investing heavily in their own retail network.

• Listen to customer behaviour. Demand for in-person product experiences can reveal opportunities to expand into physical stores.

• Build an omnichannel business. Online and offline retail can complement one another when both channels serve a consistent customer experience.

• Invest in brand building. A strong brand identity can help a company move beyond price competition and develop customer loyalty.

The Takeaway

KISAH's journey shows how an online-first fashion business can evolve by understanding its customers and adapting its sales strategy as it grows.

Yash Sarawagi and his co-founders built a business around modern men's ethnic wear, used online marketplaces to reach a wider audience, and expanded into physical retail as customer expectations evolved.

For aspiring entrepreneurs, the story highlights an important principle: growth does not always require entering multiple product categories. Sometimes, the stronger opportunity lies in serving one category exceptionally well and expanding into new channels when the business is ready.