Nandani Creation Announces 'Project 50': Jaipur Kurti Aims to Scale from 18 to 50 Retail Stores by March 2027

Nandani Creation Announces 'Project 50': Jaipur Kurti Aims to Scale from 18 to 50 Retail Stores by March 2027​

Nandani Creation Limited (NCL), a leading provider of women's Indian wear under the Jaipur Kurti brand, has announced "Project 50," a major strategic initiative aimed at significantly expanding the brand's retail network. The program intends to grow the store presence from 18 to 50 by March 31, 2027, as part of the company's broader strategy to strengthen its omnichannel footprint across retail, D2C, marketplaces, and social commerce channels.

The initiative signifies more than just a physical expansion; it marks a commitment to integrating operational capabilities, technology, and business intelligence into the company's growth model. Project 50 is designed to build a scalable, data-led, and profitable omnichannel fashion business, focusing on top-line growth alongside operational efficiency and sustainable bottom-line improvement.

Scaling the Next Phase of Jaipur Kurti​

Under Project 50, Jaipur Kurti plans to add 32 net new stores to its existing network. The expansion will be phased, with a targeted opening pace of approximately 4 to 6 stores per month.

The ultimate objective is to create a unified growth engine where physical stores, D2C channels, and marketplace platforms are fully integrated, ensuring "one customer, one brand, multiple channels."

To achieve this integrated growth, Project 50 is structured around five critical focus areas:

Building the Operational Engine​

As the retail network scales, Jaipur Kurti is committed to strengthening the entire operating infrastructure. This includes production, sourcing, warehouse management, technology, and merchandise allocation.

The company is moving toward a centralized inventory approach, managing stores, D2C, and marketplaces as a single commercial ecosystem rather than independent sales channels.

NCL will evaluate expansion success not merely through store additions, but through parameters such as store productivity, inventory efficiency, like-for-like growth, customer acquisition and retention, and overall financial discipline. The company aims to establish a profitable and repeatable expansion model.

Mr. Anuj Mundhra, Chairman and Managing Director of Nandani Creation Limited, commented on the initiative, stating, "Project 50 is a defining step in Jaipur Kurti's growth journey. We are not simply aiming to add stores; we are building the operating engine required to scale the brand."

He added that the focus is on unifying retail, D2C, and marketplaces while improving product and inventory productivity. "As we grow from 18 to 50 stores, disciplined execution and financial control will remain as important as growth itself," Mr. Mundhra noted, emphasizing that the project is the next phase of building a scalable, technology-enabled, and financially disciplined national fashion brand.

Measuring Success and Current Presence​

By March 31, 2027, success will be measured by the company's ability to build a productive retail network and enhance operating efficiency. Metrics will include customer reach, store productivity, like-for-like growth, inventory efficiency, and financial discipline.

Nandani Creation Ltd. currently maintains a wide presence across various retail formats.


Nandani Creation, founded in 2012 and headquartered in Jaipur, operates the women's Indian wear market through brands such as 'Jaipur Kurti,' 'Amaiva- By Jaipur Kurti,' 'Jaipur Kurti Luxe,' and 'Desi Fusion.'

JAIPURKURT Stock Price Movement​

As of 12:39 PM, shares of Nandani Creation Limited are edging higher to ₹25.21, rallying 2.27% in live trading. This gain occurs amidst significant volatility, especially after the stock plunged to its 52-week low despite currently trading 1,650 shares.