Kiaasa launches premium no-discount brand Virasat during Navratri
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Kiaasa Retail has launched Virasat, a new premium no-discount ethnic wear brand, timed with the Navratri festive season. It debuts as shop-in-shop sections in select flagship stores, with standalone Virasat boutiques planned in later phases. The full-price brand targets buyers seeking luxury design and premium fabrics, rolling out first in flagship malls and high-street markets.
Signals Kiaasa's move into the premium segment to capture festive demand; could aid revenue growth and brand value over time.