Actress Kajal Aggarwal has partnered with brand licensing company Swag to launch home and lifestyle brand ‘Kateeka’, ET Retail

Actress Kajal Aggarwal has partnered with brand licensing company Swag to foray into the home and lifestyle segment and launch her own label, Kateeka, she told ETRetail.

Through this brand licensing program, she plans to blend traditional artistry with contemporary design sensibilities as she aims to offer premium home lifestyle products that resonate with both traditional and modern homeowners.

“There is no other brand in India that is bringing back Indianness while creating design synergy across categories. So, we noticed this gap and thought of foraying into this category. Home fashion in India is at a turning point with big players entering the country recently and we believe the market is only in its infancy,” she said.

“This is a brand licensing programme, so we will partner with collaborators, designers, artisans and manufacturers. We won’t be manufacturing on our own. We will start with B2B operations initially and eventually we will enter shop-in-shops and open EBOs,” she further added.

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This asset-light business model plans to launch a B2C division by July 2025.

The company will initially be entering five categories: furniture, home décor, home furnishings, housewares and kitchenware.

“We will be expanding into areas like cookware, crockery, drinkware, cutlery and more. We will be partnering with different partners in different areas,” she asserted.

“We will first launch the brand in India and then take it to global markets,” she further added.

The bootstrapped brand, in which the actor has a major stake, expects to close its first year of operations at Rs 100 crore and aims to reach Rs 500 crore in the next four years.

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