Founded by Shakeef Khan and Ajay Vaish in 2021, Naksh is a D2C brand that sells specially designed bed and bath linens for younger audiences across ecommerce platforms and its website The startup has a customer base of 5,000 per month and an average order value of INR 1,200 It has netted a total funding of INR 1.5 Cr from Haptik’s founder Aakrit Vaish The direct-to-consumer wave has changed the consumption patterns across categories. Shakeef Khan had seen it up close as the head of commerce at Bewakoof, which disrupted the casual wear category before being acquired by TMRW.
But the depth of the Indian market means there are still gaps where new brands can be built. And in 2021, when Khan was looking to set up a new home in Mumbai, he realised that bed and bath linen is a category that’s still largely dominated by small manufacturers and legacy brands and as a result there hasn’t been much innovation in terms of design. “It seemed like a genuine problem that many other new-age buyers like myself would have been facing and I decided to dig deeper.
After a research of about six months, I realised that while limited options is a problem, people are also duped into buying polyester bed linen on the pretext of it being rich cotton. These discoveries triggered me to start Naksh ,” Khan told Inc42. Khan wanted Naksh to bridge the gap in the category by providing high quality bed and bath linen, with a “minimalist” bent in design and consistency in quality.
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