Kule Kule's Slow Build

Kule Kule's Nishant Pande is adding retail counters across Delhi and Gurgaon, chasing a 33 lakh sales target, and trying to spend less of his own time running the business.

Nishant Pande and Kripali Pande at Bharat Vyapar Mahotsav 2026

Kule Kule makes two things that do not obviously belong in the same catalogue. One is a line of sustainable, functional travel bags aimed at people with what Nishant Pande calls an adventure spirit. The other is pure woollen product, handspun and handwoven, made without polyester. What links them, in his account, is a refusal to make the trade most brands make at this size, which is to let price decide quality.

The Gurgaon brand's last quarter was mostly a retail story. Pande writes that Kule Kule applied for and was selected to showcase at Bharat Vyapar Mahotsav, an event he describes as bringing more than 5,000 suppliers under one roof, and that the brand was selected under the sustainable theme.

More outlets followed. Pande reports new brand outlets in Delhi and Gurgaon, naming DLF Avenue in Saket and TATSAT in Hauz Khas, and a Kule Kule bags corner at the Under The Neem restaurant in Karma Lakeland.

The revenue picture is deliberately understated in his own telling. He writes that revenue is slowly building up as distribution channels have opened up, and offers no current figure. The number he does offer is forward-looking: a target of 33 lakh in sales, at 11 lakh a month.

What has changed most, by his account, is not the P&L but how he spends his day. Pande writes that his biggest gain this quarter was clarity of thought and decision making, and that he is moving away from being an operator towards being an entrepreneur, more cautious now about where his time goes. For a founder simultaneously opening physical points of sale and running a website, a WhatsApp Business line and an Instagram account, that is a harder discipline than it sounds.

The positioning underneath all of it is the part he is most direct about. He describes the brand as an honest endeavour to make the people have access to something genuine and handmade at a right price, and says the detailing has gone into keeping quality and innovation intact without the product becoming expensive.

That is the mindset he says he is trying to promote, one that does not compromise on quality or on functionality. Whether 11 lakh a month is the level at which handspun, handwoven and unpriced-out can hold together is the question the next quarter will answer.

~Editor Shobhit Mehandiratta