The Indian contemporary lifestyle brand has crossed ₹200 Cr in revenue and is expanding its retail footprint while integrating physical stores and digital channels.
NICOBAR, the Indian contemporary lifestyle brand founded in 2016 by Simran Lal and Raul Rai, is strengthening its omnichannel strategy as it expands across India. The brand, which recently completed a decade of operations, crossed the ₹200 crore revenue mark in FY25, reflecting growing demand for premium, design-led Indian lifestyle products.
NICOBAR combines Indian craft and cultural references with contemporary, minimalist silhouettes. Over time, the brand has expanded beyond fashion to build a broader lifestyle proposition centred on versatility, functionality and modern aesthetics.
Rashi Sethia, CEO of NICOBAR, said Indian consumers are becoming increasingly discerning and are looking for curated, long-lasting products. She also pointed to the rise of the experience economy, with consumers spending more on social and lifestyle experiences such as hosting dinners and going out.
This shift is influencing fashion choices, with consumers increasingly seeking outfits that are comfortable, elegant and multi-functional rather than designed only for specific occasions.
NICOBAR currently operates 31 stores across 16 cities, referring to its stores as “islands”. The company has accelerated its physical expansion over the past two years as demand has grown beyond traditional fashion capitals.
A key focus is the opportunity emerging in Tier II and Tier III cities. According to Sethia, consumers in smaller cities have the same access to fashion and lifestyle information through social media as consumers in major metros, even if physical access to brands has historically been more limited.
NICOBAR recently opened a store in Indore, where the company has seen what Sethia described as a “phenomenal response”. The brand is seeing demand from consumers across different parts of India who are actively seeking out its products.
Alongside physical expansion, NICOBAR is building an integrated omnichannel retail strategy. The company views digital and retail channels as complementary rather than competing. Consumers can discover the brand online, experience its products in stores and return to digital platforms for subsequent purchases.
For NICOBAR, its physical stores serve a role beyond transactions. The “islands” are designed as extensions of the brand’s identity, allowing consumers to experience its products, design philosophy and broader lifestyle proposition.
The strategy reflects a wider shift in India’s fashion and lifestyle market, where rising aspirations, greater spending capacity, social media exposure and increasing consumer sophistication are creating opportunities beyond metropolitan markets.
With its ₹200 crore revenue milestone, 31-store network and growing presence in smaller cities, NICOBAR is positioning its next phase around curated products, consumer experiences and seamless movement between online and offline channels. Its omnichannel approach allows the brand to combine digital discovery with physical experiences while expanding its reach across India.
Source: Based on reporting by Indian Retailer, with additional editorial adaptation and analysis.
