Reliance Brands Limited (RBL) has signed a definitive agreement to invest (either by itself and/ or through its affiliates) in India’s foremost Couturiers Abu Jani Sandeep Khosla (AJSK) for a 51% majority stake. The strategic partnership is aimed at accelerating the 35-year-old couture house’s growth plans in India and across the globe.

Based in Mumbai, Abu Jani and Sandeep Khosla are one of India’s most sought-after labels, ever since their launch in 1989. Across three decades, the design house has crafted several masterpieces – with a particular focus on mirrorwork, crushed cotton and silk, chikankari and khadi, introducing these forms to the world of couture fashion.

Starting with just a lakh’s investment from their families, the two men set off to conquer the world of desi couture – without any formal qualifications in fashion design. With a focus on fine craftsmanship and an eye for creative expression, they’ve now become famous as a choice between iconic Bollywood and Hollywood actors, business barons, international rockstars, and any discerning client looking for the perfect combination of style and luxury.

Their fashion house Abu Jani Sandeep Khosla currently features three other labels, ASAL by Abu Sandeep, a diffusion, formal, occasion and wedding wear, womenswear label, GULABO by Abu Sandeep, luxe pret separates, featuring casual and formal wear for women and MARD by Abu Sandeep, a formal and occasion wear men’s label.

“Teaming up with India’s foremost couturiers, who hold an unparalleled position in Indian fashion for their fine craftsmanship and impeccable attention to detail, techniques and embroideries is thrilling, as it allows us to build a stronger platform for their zealous commitment to reinvention of Indian craft,” said Isha Ambani, Director, Reliance Retail Ventures Ltd.

“Abu Sandeep have been extraordinarily successful for over three decades and it is time that their endeavour to present their unabashed vision of luxury reached every nook and corner of the world, carving a unique space for the brand globally, making them true Ambassadors of Indian Style.”

The partnership brings in a renewed energy to the two designers – who aim to expand further and refine their internationally-renown takes on classic Indian techniques.

“When we started Abu Jani Sandeep Khosla our mission was clear, we wanted to bring India’s impeccable craftsmanship and sense of style that had developed over centuries to the modern world,” said Abu Sandeep.

“We wanted Indians to feel proud of our culture and we’re determined to ensure it was revered in the global fashion landscape. In the past 35 years we have done just that, not only have we brought traditional techniques back to life, but we have also created new ones that reflect the tastes and culture of modern India.

Now with the support of Reliance Brands, we will be able to finally fulfil our ambition of global expansion. With RBL’s world-class team steering our brand onto the global stage, this is an exciting time for Indian fashion. With this new venture we hope to permanently place our craft where it belongs, at the best runways and racks across the world,” the pair concluded.

While Reliance Brands Limited takes on a 51% stake, Abu Jani and Sandeep Khosla will continue to lead the brand’s design and creative direction responsibilities.

(Featured Image Credits: Abu Jani Sandeep Khosla.)