Penny Stock Under Rs 40 Jumps Over 7% on Thursday After Partnership with Reliance Fashion Factory

The Indian equity markets traded on a weak note on Thursday, with the Nifty 50 declining 0.77 per cent to 24,190.35, down 187.75 points. Despite weakness in benchmark indices, stock-specific action remained active across sectors. Amid this, retail stock Nandani Creation Ltd (Jaipur Kurti) shares were trading at Rs 33.80, up 7.06 per cent during the session, following a key strategic partnership announced by the company.

Nandani Creation Partnership Update

Nandani Creation, which operates under the “Jaipur Kurti” brand, has announced a strategic partnership with Reliance Fashion Factory to strengthen its offline retail presence.

As part of the collaboration, the company will expand its presence across 25+ stores of Reliance Fashion Factory, enabling wider market reach and improved retail visibility.

Strategic Benefits and Operational Impact

The partnership is expected to help the company in inventory optimisation, faster liquidation cycles, and improved working capital efficiency. It also provides a structured channel to clear aged and slow-moving inventory while enhancing stock rotation.

Reliance Fashion Factory, known for its discount retail model, offers a platform for brands to improve sell-through while maintaining accessibility for customers through year-round value offerings.

Strengthening Retail and Distribution Network

The collaboration supports Nandani Creation’s strategy to strengthen its direct-to-consumer (D2C) ecosystem by expanding both offline and digital presence.

The company continues to focus on enhancing customer experience by increasing its retail footprint while maintaining strong presence across e-commerce platforms and its own digital channels.

Nandani Creation Management Commentary

Mr. Anuj Mundhra, Chairman & Managing Director of Nandani Creation Ltd, said: “This partnership with Reliance Fashion Factory will deepen our presence in the value retail segment and aligns with our strategic focus on capital efficiency. The successful completion of stock churning reflects our continued focus on disciplined inventory management and working capital efficiency.

This initiative enables us to unlock value from existing inventory through a structured and scalable channel, thereby improving inventory turns, reducing holding costs, and optimizing working capital deployment. It also supports better demand-supply alignment across our primary sales channels, helping protect margins and improve overall sell-through. This collaboration enables us to reach a wider consumer base while ensuring that our offerings remain accessible at attractive price points without compromising on quality. Going forward, we will continue to leverage such partnerships to drive sustainable growth, improve throughput, and strengthen our market positioning.”

About Nandani Creation

Nandani Creation Ltd, founded in 2012 and based in Jaipur, is an online-first women’s ethnic wear company operating under brands such as “Jaipur Kurti”, “Amaiva by Jaipur Kurti”, and “Jaipur Kurti Luxe”.

The company sells through multiple channels including e-commerce platforms like Myntra, Ajio, Nykaa, Flipkart, Tata Cliq, its own website and mobile app, as well as offline retail stores and quick commerce platforms.

Share your thoughts in the comments below.
Disclaimer: This article is for informational purposes only and not investment advice.