Nykaa partnering with Earth Rhythm and Onesto Labs and acquiring the Indian activewear brand- Kica

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Anchit Nayar, CEo, E-commerce Beauty - Nykaa | Adwaita Nayar, Co-Founder Nykaa and CEO Nykaa Fashion | Falguni Nayar - Founder and CEO - Nykaa | Harini Sivakumar, Founder and CEO Earth Rythm | Aneesha Labroo, Founder - Kica | Rohit Chawla, Founder - Onesto Labs

MUMBAI, 22nd April 2022: Nykaa Fashion, the multi-brand lifestyle e-commerce platform, today announced the acquisition of the Indian activewear brand- Kica, in a fitting move to strengthen its active-wear play. Founded by Aneesha Labroo in 2017, Kica was born out of the need to bridge the gap between stylish, high-quality products at an affordable price. Having launched Nykd All Day last year, Nykaa Fashion now adds Kica to its portfolio, offering the growing active-wear community of athletes and everyday fitness seekers greater variety and curation in this category.

With a high focus on texture, each piece of clothing is truly functional, flexible, and fluid, the brand offers a wide range of clothing from leggings, tops, jackets, tracks, and more. Kica has also built a strong community of women to showcase the ease with which an active life can become a part of one's routine for benefits that are as much mental as they are physical.

Commenting on the strategic acquisition, Adwaita Nayar, Cofounder Nykaa and CEO Nykaa Fashion said, “We welcome Kica into the Nykaa Fashion family to serve the growing demand for high-quality, fashionable, and functional activewear. With a strong vision to empower women to lead an active lifestyle, Kica is a brand that brings equal passion to product and community both. We are excited to scale this brand further, alongside the dynamic and passionate entrepreneur, Aneesha."

Aneesha Labroo, Founder, Kica said, “Kica has found strong synergies with Nykaa Fashion’s positioning within the e-commerce landscape and its engagement with a wide network of customers around the country. We are thrilled to be part of the Nykaa Fashion family and will continue to develop community initiatives that empower & motivate women to lead healthy, active lives. Movement develops confidence, and mental & physical wellbeing, bringing about a positive outlook that is truly transformational.”

Kica, along with other consumer brands like Nykd, Pipa Bella, Twenty Dresses, RSVP, Gajra Gang, IYKYK, and Likha, is an integral part of Nykaa Fashion’s market expansion this year.

About Nykaa Fashion

Nykaa Fashion is the multi-brand e-commerce fashion offering from Nykaa, built on the pillars of premium curation and content, inspiring Indian customers to make the best choices for themselves. Nykaa Fashion is one of the fastest-growing fashion platforms in India and as of August 31, 2021, Nykaa Fashion housed 1,434 brands and 2.8 million SKUs with fashion products across four consumer divisions: women, men, kids and home categories to appeal to every consumer. The Nykaa Fashion website/ app is focused on being ‘discovery-led’ and ‘high on style’ giving a chance to browse through the latest trends and collections, along with engaging content. It offers a large assortment of brands that include Indian and western wear, footwear, bags, jewelry, accessories, lingerie, athleisure, sleepwear, home décor, bath, bed, kitchen, and more. Nykaa Fashion has built a strong portfolio of seven consumer brands - Gajra Gang, Nykd by Nykaa, Pipa Bella, Twenty Dresses, Likha, IYKYK, and RSVP.