Vanshika Kaji's Medical Apparel Brand Merges Sustainability & Comfort

Vanshika Kaji's brand Knya has become a leader in sustainable and high-performance medical apparel for healthcare professionals across India, focusing on functionality, comfort and eco-conscious design. The brand is redefining industry standards while promoting responsible production.

This year Vanshika’s leadership and vision have been recognised with the Digital Women Award 2025. The honour highlights the innovation and social impact Knya brings to the healthcare sector.

Vanshika Kaji: Digital Women Awards 2025

STP: What is Knya and the vision behind it?

Vanshika: Knya is a people and planet-forward medical apparel brand. It designs high-performance, sustainable uniforms for healthcare professionals, transforming everyday medical wear into functional, comfortable, and stylish apparel.

Our proprietary EcoFlex™ fabric is made from 100 percent recycled polyester, reduces energy use by 50 percent, and lowers greenhouse gas emissions by 68 percent.

Knya has empowered over 500,000 healthcare professionals across 1,000+ hospitals in India, while supporting 15 local factories and over 600 jobs, with 40 percent women workforce participation.

By merging innovation, sustainability, and purpose, Knya ensures that every product not only supports the people who care for others but also contributes positively to the planet.

STP: What is your business model?

Vanshika:Knya follows a hybrid D2C and B2B model. The brand sells directly via its website, e-commerce, and quick commerce platforms, ensuring convenient access for healthcare professionals.

On the B2B front, Knya partners with over 1,000 hospitals and healthcare institutions across India, supplying bulk orders for uniforms and accessories. Offline retail stores are also being expanded in key Tier 2 and Tier 3 cities.

This integrated approach builds a strong omnichannel presence while maintaining the commitment to sustainability, quality, and functionality for healthcare professionals.

STP: What are your plans and opportunities for growing your business?

Vanshika: We aim to open 100 retail stores across India by 2028, with a strong focus on Tier 2 and Tier 3 cities to enhance accessibility for healthcare professionals.

The brand has achieved an ARR of ₹150+ crore and has been EBITDA positive since inception.

Backed by a 150+ member team, Knya plans to scale sustainably by diversifying into new product categories and strengthening its omnichannel presence to serve 10 lakh+ healthcare professionals across the country.

STP: What Kind Of Funding Did You Start With?

Vanshika:Knya raised its seed round in July 2022, led by DSG Consumer Partners, with participation from the promoter families of Narayana Health and Cipla Health.

The funds are being used to strengthen product research and development, expand operations through key hires, and scale marketing to reach more healthcare professionals.

This investment has helped Knya enhance product innovation, grow its omnichannel presence, and advance its mission of delivering high-performance, sustainable medical apparel in India.

STP: In what ways do technology and digital tools contribute to the growth, efficiency, and overall success of your business?

Vanshika:Technology is central to Knya’s growth and efficiency. From product design to delivery, digital innovation drives every stage.

Advanced data analytics help understand customer preferences, optimize inventory, and forecast demand, minimizing wastage and ensuring popular products are in stock.

The e-commerce platform enables direct engagement with healthcare professionals. CRM and marketing automation tools improve retention and communication, while quick commerce integrations and logistics partnerships ensure timely delivery.

Digital tools also monitor quality, streamline the supply chain, and support sustainability goals by tracking materials, energy usage, and waste reduction. Social media analytics and AI-based design tools refine product fit and drive brand awareness.

Overall, technology allows Knya to operate efficiently, scale rapidly, and deliver consistent value while staying aligned with its sustainability and innovation mission.

STP: What were some key challenges you faced while building your business?

Vanshika: Some key challenges included navigating a fragmented and unorganised medical apparel market, educating healthcare professionals about the value of high-performance uniforms, and scaling manufacturing sustainably while maintaining quality across thousands of daily orders.

Building a decentralised local supply chain, hiring skilled talent aligned with the mission, and managing operations during periods of rapid growth were also significant challenges. Balancing scale with sustainability and purpose has been a continuous learning process, shaping Knya’s long-term vision.