How Knya Is Transforming Functional Wear For Healthcare Professionals

India’s healthcare sector operates under immense pressure, with a stark imbalance in doctor-to-patient ratios — one doctor for every 883 patients. This shortage places an extraordinary burden on medical professionals, whose demanding schedules and high-stakes responsibilities often leave little room for personal well-being. Despite their indispensable role in society, healthcare workers have long been overlooked in many aspects, including the very essentials they wear every day — functional, comfortable medical apparel.

Mumbai-based entrepreneurs Abhijeet and Vanshika Kaji, having grown up in families of doctors, witnessed these challenges firsthand. They observed how the medical apparel industry in India remained highly fragmented, with most professionals relying on ill-fitting, low-quality uniforms sourced from local vendors. This led them to launch Knya, a direct-to-consumer (D2C) brand that exclusively caters to the workwear needs of doctors, nurses, and medical staff.

Knya’s Key Thesis

Medical apparel in India has long been an unorganised and neglected segment, with most professionals relying on low-quality, mass-produced uniforms. Sourcing from local vendors often meant inconsistent sizing, poor fabric quality, and a lack of durability. Knya saw an opportunity to disrupt this space by offering functional, high-quality, and stylish medical wear that allows doctors, nurses, and medical staff to perform at their best while feeling comfortable.

In a market which is full of challenges such as low awareness, trust issues, sizing complexities, and the need for market education on quality and durability, Knya is enabling teams at over 1K institutions to move, operate, and function with comfort and style.

Unlike traditional medical apparel brands that rely on conventional retail, Knya has embraced a digital-first approach. The brand has built a strong presence across ecommerce marketplaces and recently expanded into quick commerce, ensuring that healthcare professionals can access high-quality workwear in under 10 minutes.

While India’s medical apparel market remains largely unorganised, however, the country’s hospital gown market alone was valued at $137.41 Mn in 2024 and is expected to grow with a CAGR of 11.54% through 2030. As India’s healthcare infrastructure expands, the demand for standardised, high-quality medical apparel is expected to rise, gradually bringing more organisation to this fragmented market.

Knya’s Path To Expansion

Knya witnessed a strong 150% increase in both revenue and total orders in 2024. The earnings for the niche apparel brand soared by 166.7%, rising from INR 12 Cr in the financial year 2022-2023 (FY23) to INR 32 Cr in FY24. 

Additionally, the brand secured a presence on rapid delivery platforms such as Blinkit, Swiggy Instamart, and Zepto, which played a crucial role in its expansion last year.

For FY25, Knya projects to cross INR 80 Cr by the end of the current financial year. Looking ahead to 2026, the company is planning to expand its reach across the country and diversify its product range. 

Knya is also aiming to improve its sales prospects with its first brand outlets and deeper penetration into online marketplaces to set the stage for the next round of growth for the company. 

[Authored By Anirudh Trivedi]