When you step into the world of Kisah Apparel, you’re met with a sense of quiet confidence — a brand that’s young, profitable, and deeply rooted in India’s rich menswear tradition. Founded by Yash Sarawagi along with co-founders Yashwi Ladsaria and Saurav Kothari, Kisah is not just another ethnic wear label; it’s a statement about where Indian fashion is headed and how thoughtful entrepreneurship can meet evolving consumer needs.
In a recent conversation with Indian Startup Times, Yash opened up about his journey, the decisions behind Kisah’s strategic shift, and the values that guide the brand as it grows.
From Family Legacy to Fashion Entrepreneurship
“I grew up surrounded by fabric, cuts, and conversations about what makes a garment truly stand out,” Yash recalls with a smile. With a family background in menswear, entrepreneurship felt like a natural calling — but Yash wanted to do more than just follow tradition. He wanted to modernize it.
Kisah Apparel began online, but Yash soon realized that ethnic wear shoppers in India still prefer the tactile experience of visiting physical stores. “We saw early on that people wanted to feel the fabric, see the craftsmanship up close. So, moving to an offline-first model wasn’t just a strategy — it was an answer to what our customers were asking for,” he explains.
This decision has paid off handsomely. Kisah has been profitable since its first year, a rarity in the fashion startup space.
Building an Omni-Channel Future
Profitability didn’t stop Yash and his co-founders from thinking big. With fresh funding in hand, Kisah is now focused on expanding its retail footprint while strengthening its online presence. “Both channels are vital,” Yash says firmly. “Physical stores build trust and allow people to experience the brand, while online helps us reach consumers wherever they are. The future of fashion is hybrid.”
The goal? A national presence, with Kisah stores across key cities, creating a consistent brand experience while maintaining accessibility for digital shoppers.
A Culture of Collaboration and Sustainability
Beyond numbers and growth plans, Yash speaks with pride about Kisah’s people and its purpose. The company actively supports local artisans, uses eco-friendly fabrics, and fosters a workplace where every team member is encouraged to participate in problem-solving.
“When COVID hit, it wasn’t just about keeping the business afloat — it was about protecting livelihoods. Our team stood shoulder-to-shoulder during those tough months, and that solidarity has shaped the culture we have today,” Yash reflects.
Looking Ahead: A National Brand with Purpose
Asked where he sees Kisah in the next three to five years, Yash doesn’t hesitate:
“We want to be a household name in menswear — a brand known not just for its products, but for its values.”
For Kisah, success isn’t just about revenue or retail expansion. It’s about crafting apparel that reflects India’s heritage while resonating with the modern man, building a sustainable supply chain, and creating a team culture rooted in trust and shared ambition.
The Last Word
Kisah Apparel is a reminder that in the fast-changing world of fashion, profitability and purpose can go hand-in-hand. Under the leadership of its founding team — Yash Sarawagi, Yashwi Ladsaria, and Saurav Kothari — the brand has struck a balance between honoring tradition and embracing innovation — and it’s only just getting started.
By:Priyanka Chatterjee
