Knya, one of India’s fastest-growing direct-to-consumer medical apparel brands, is growing its physical presence with a new store in Mangalore. This is their 11th store nationwide and second in South India. This opening shows the brand’s rising influence in the Indian D2C market and its plan to be present wherever healthcare workers study, train, and work.
As a well-known D2C brand in India for medical apparel, Knya is scaling well with careful expansion, strong customer loyalty, and a focus on useful design. The new Mangalore store is in the city’s healthcare and education center, giving doctors, nurses, and medical students direct access to Knya’s high-performance scrubs and medical apparel. It’s located close to several medical colleges and hospitals, making it easy to reach a large medical community in South India. This fits with the increased demand in India’s healthcare sector for modern, useful, and comfortable apparel, which is part of a bigger move toward high-quality D2C personal care and professional-wear brands.
Abhijeet Kaji, Co-founder of Knya, said that their goal is to be part of every healthcare worker’s career. Opening in Mangalore lets them connect with the local medical community, offering apparel made for comfort and function, so they can be proud of their work. His view reflects the D2C market trends where founder-led brands with a clear purpose are shaping what people buy.
As India’s D2C market becomes more omnichannel, Knya’s physical expansion supports its wider D2C plans. Physical retail is still a key growth area for top D2C brands because it helps people find the brand, builds trust, and encourages repeat purchases. For Knya, each store works as both a retail space and a brand experience center, letting medical workers touch, wear, and understand the design of each product. This advantage speeds up D2C revenue and brand loyalty.
The Mangalore opening comes as healthcare apparel is becoming a fast-growing D2C fashion and lifestyle area in India. As more healthcare workers look for high-quality, specialized uniforms, the category is getting more investor interest and better D2C startup values. Knya’s expansion in smaller cities shows that targeted D2C startups can grow by solving specific category problems with design.
In the future, Knya plans to grow its presence in key southern markets, including cities, growing urban areas, and education-heavy areas. The brand’s plan fits with what’s happening in India’s D2C industry, where omnichannel strategies, consumer behavior, and supply chain improvements are shaping the path to success.
With the opening of its Mangalore store, Knya is strengthening its position as a fast-growing D2C startup in the Indian medical apparel market. They are continuing to combine comfort, usefulness, and modern design while building a strong brand connected to the healthcare community.
