Omnichannel menswear brand KISAH has raised ₹35.9 Cr (about $3.7 Mn) in a Series A funding round led by Fireside Ventures at a post-money valuation of around ₹211 Cr (about $22 Mn).

The startup plans to use the capital primarily to expand its retail network, while also investing in supply chain, warehousing, technology and backend infrastructure.

“We are learning retail right now. We’ve had very good positive early signs for us. The idea is that we are using this money to create our playbooks, and then the retail expansion is something which should be funded by franchisees,” cofounder Yash Sarawagi told Inc42.

Prior to this, the D2C startup had raised around ₹10 Cr from angel investors, including Sagar Daryani, founder of Wow! Momo, and Apoor Salarpuria of the Salarpuria Group. 

Founded in 2018 by Sarawagi, KISAH is a Kolkata-based menswear and kidswear brand. Sarawagi’s sister Yashvi Lathsarya later joined the business as its cofounder, followed by Saurav Kothari as its third cofounder. KISAH began as a marketplace-led brand before expanding its own D2C platform as well as presence in physical stores. 

It sells contemporary ethnic and occasion wear, targeting wedding guests and consumers beyond the traditional groom market. Its range includes kurtas and sherwanis alongside more contemporary pieces such as bomber jackets, flared trousers and sneakers. 

KISAH sits at the premium end of online ethnicwear but remains more affordable than traditional offline brands. Its products sell for an average of about ₹4,000 on Myntra, compared with roughly ₹1,000 for the platform’s wider ethnicwear category, according to Sarawagi.

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