KAANJJ Press

Kaanjj, a London-based e-commerce platform founded by Karnika and Sonal Kisnadwala, is carving a niche in Indian fashion for the global diaspora by spotlighting artisanal, non-bridal, and thoughtfully curated pieces. With a strong focus on craftsmanship, sustainable labels, and small-scale designers, Kaanjj offers a fresh alternative to the sequinned spectacle often associated with Indian wear making heritage textiles and contemporary design accessible to a worldwide audience.

Kaanjj is a London-based e-commerce platform founded by mother-daughter duo Sonal and Karnika Kisnadwala, with a mission to celebrate the richness of South Asian craftsmanship for a global audience. Moving beyond bridalwear, Kaanjj curates timeless, handcrafted fashion from emerging designers and artisan-led brands across the subcontinent. With a deep commitment to sustainability, ethical sourcing, and social impact—including support for disabled orphans through Shishur Sevay and reforestation efforts in Lonavala the platform blends purpose with style.

Karnika Kisnadwala is rewriting the rules of how South Asian fashion is seen, worn, and celebrated. As the co-founder of Kaanjj, an e-commerce platform that champions Indian craftsmanship, she’s pushing past bridal clichés to spotlight a broader, more nuanced narrative of style. "There’s more to Indian fashion than just weddings," she says. "What about everyday heritage?" Raised in a family deeply rooted in both tradition and travel, Karnika always felt that identity didn’t need to be one-dimensional. This belief fuels Kaanjj’s ethos—bringing contemporary relevance to time-honored crafts. From handwoven saris to wearable, sustainable separates, Kaanjj serves as a bridge between rural artisans and a global audience hungry for authenticity with edge.

Karnika Kisnadwala, 29, co-founded the online boutique Kaanjj with her mother Sonal, 63, in August 2021 from their West London home. The idea arose during the pandemic when Karnika couldn't travel to India for Diwali shopping and noticed a lack of accessible South Asian fashion in the UK. Sonal, a passionate collector of handloomed garments, began purchasing stock from struggling artisans, leading them to start selling to others facing similar challenges. Despite differing tastes—Karnika prefers experimental styles while Sonal favors traditional hand-embroidered pieces—their complementary skills make their partnership successful. Sonal handles supplier logistics and shipping from India, while Karnika manages UK accounting and social media. Their collaboration allows them to combine their strengths and passions, creating a platform that bridges cultural gaps and supports artisans.

Founded by mother-daughter duo Sonal and Karnika Kisnadwala, Kaanjj is a global digital platform redefining South Asian fashion through the lens of sustainability, authenticity, and craftsmanship. Showcasing over 50 artisan-led brands, Kaanjj champions the legacy of handloom and handicraft traditions while making them accessible to the modern diaspora. Born out of a love for culture and a desire to uplift overlooked artisans, this thoughtful venture transforms shopping into an immersive, meaningful experience that celebrates the timeless beauty of heritage wear.

Founded by mother-daughter duo Sonal and Karnika Kisnadwala, Kaanjj is a first-of-its-kind digital platform that connects global audiences to over 50 South Asian designer labels. From sarees to professional wear, the brand champions timeless, sustainable fashion while spotlighting artisans from India, Pakistan, and Sri Lanka.

Launched in July last year, Kaanjj has already established itself as a go-to for a modern take on traditional Indian fashion.Our starting point was during the pandemic when creatives were struggling to stay afloat, says daughter Karnika Kisnadwala. “We wanted to build a platform to promote and empower craftspeople. The brand now stocks the wares of more than 40 independent makers of silk saris, elegant ghararas, and potli bags. My appreciation for slow fashion began with my love for my grandmothers’ wardrobes. Our goal is to make enduring pieces that will be passed down.

Kaanjj London is a slow fashion brand redefining South Asian occasion wear through a sustainable lens. Celebrated for reimagining traditional prints in contemporary silhouettes, Kaanjj offers a thoughtfully curated edit that blends cultural heritage with modern elegance.

The article focuses on providing outfit ideas for attending Indian weddings. The piece features a selection of garments suitable for various wedding events, including traditional sarees and contemporary ensembles. Among the highlighted options is a handwoven moss green organza sari from KAANJJ, a brand known for its elegant and culturally resonant designs. This sari exemplifies the blend of traditional craftsmanship with modern aesthetics, offering wedding guests a sophisticated choice for such occasions.

The Grazia Daily article features the Kaanjj Golden Bird Potli Bag as a standout accessory for wedding guests seeking a blend of tradition and modernity. Priced at £43, this potli bag is crafted from raw silk and delicately embroidered, making it a sustainable and stylish choice for special occasions. The piece is highlighted for its craftsmanship and versatility, suitable for various wedding events beyond just the ceremony. Notably, Kaanjj is recognized as a boutique that supports independent South Asian designers and sustainable craftsmanship, adding an ethical dimension to its appeal.

The SheerLuxe Weekend Guide highlights the Kaanjj Pop-Up as a must-visit event for fashion enthusiasts. Taking place from September 15th to 17th on King's Road, Chelsea, this pop-up shop offers a curated selection of clothing and accessories from 25 South Asian designers and sustainable brands. Confirmed brands include Studio Rigu, Happi Space, Anatina, and Energy Studios. Shoppers can also enjoy free styling sessions and meet some of the designers in person. This event provides a unique opportunity to discover and support emerging South Asian talent in the fashion industry

Kaanjj is featured by Business of Fashion as part of a new generation of curated e-commerce platforms connecting Indian designers with the global diaspora. The article highlights Kaanjj's expertise in understanding the evolving preferences of overseas South Asian consumers, with founder Karnika Kisnadwala noting that UK customers tend to favour versatile everyday pieces, while US customers gravitate towards occasion wear and more embellished styles. The feature positions Kaanjj as a thoughtful curator of Indian fashion for international markets, driven by a deep understanding of diaspora shopping behaviour.

Kaanjj is featured by SheerLuxe in its guide to the best South Asian occasion-wear destinations in the UK. The article highlights Kaanjj’s contemporary approach to South Asian fashion, describing its edit as a carefully curated selection that moves beyond traditional occasion wear. With a focus on slow and sustainable fashion, Kaanjj is recognised for reimagining traditional prints through modern silhouettes and distinctive fabrics, offering understated yet unique pieces that blend cultural heritage with contemporary style.

Kaanjj is featured by Cosmopolitan India as one of the coolest textile-forward Indian brands to know on National Handloom Day. The article highlights Kaanjj’s role as a curated platform for independent South Asian designers and artisan makers, showcasing work that preserves generations of textile knowledge while blending heritage techniques with contemporary aesthetics. It positions Kaanjj as a bridge between Eastern craftsmanship and global sensibilities, with each piece celebrating the story and skill of its maker while offering a modern, wearable perspective on Indian textiles.

Kaanjj is featured by Business of Fashion in its analysis of Dubai’s enduring position as the Middle East’s leading fashion and retail hub. The article highlights Kaanjj’s experience navigating the region’s recent disruptions, noting that majority of its orders previously came from the UAE and that increased freight costs during the conflict prompted the brand to rethink its regional growth strategy. Founder Karnika Kisnadwala explains how the experience reinforced the need to diversify across markets, with Kaanjj now looking towards Riyadh, Jeddah and Doha while continuing to recognise Dubai’s importance. The feature positions Kaanjj as an example of how independent fashion businesses are adapting to changing dynamics across the Gulf while building a more diversified regional presence.

Kaanjj founder Karnika Kisnadwala is profiled by The Capitalyst in an in-depth feature exploring her vision for building a modern South Asian luxury ecosystem. The article highlights Kaanjj’s beginnings in 2021 as a response to the lack of curated platforms offering contemporary South Asian fashion beyond bridalwear, with a strong focus on slow fashion, sustainability, artisanal craftsmanship and size inclusivity. Karnika shares how the mother-daughter partnership behind Kaanjj has evolved by balancing creative curation with customer insights and commercial discipline, while maintaining its founding values. The feature also looks at Kaanjj’s made-to-order model, styling services, global customer base and upcoming brand evolution, positioning the platform as a bridge between South Asian heritage and a contemporary global luxury audience.