In a significant development in India’s retail landscape, the globally renowned designer label Dhruv Kapoor has introduced an affordable collection exclusively on AJIO, disrupting industry norms with unprecedented pricing. This strategic partnership not only brings sought-after designer wear to AJIO’s customers but also sets a new standard for accessibility in the fashion industry.
Dhruv Kapoor’s exclusive collection, featuring 35 new styles, is priced at an Average Selling Price (ASP) of Rs 5000. The range encompasses a variety of styles, from asymmetric tailoring to slouchy sweatpants, giant tracksuits, distressed denim, and tie-up shirts. Emphasizing a play on proportions, a diverse selection of textiles, and handcrafted embroideries, the collection maintains an extremely wearable silhouette.
Vineeth Nair, CEO of AJIO, highlighted the shift in consumer preferences towards designer wear brands and expressed excitement about making Dhruv Kapoor’s iconic fashion more accessible to aspiring customers through this collaboration.
Dhruv Kapoor, the visionary behind the label established in 2013, shared his perspective on the partnership, stating, “Our aim was to translate the Dhruv Kapoor dream to a larger audience. This partnership with AJIO, which shares the same sensibilities and ethos as us, makes this a reality for the shoppers.
Known for his standout collections and signature blend of vibrant colors and striking patterns, Dhruv Kapoor’s clothing has gained international acclaim. This collaboration not only provides an accessible price point but also extends the Dhruv Kapoor dream to a broader audience, showcasing the brand’s evolution and Kapoor’s position as one of the country’s most sought-after new-generation designers.
