Renowned Indian designer Nikhil Thampi is redefining the fashion landscape with his latest collection, NAIA, by spotlighting the burgeoning potential of Tier II cities such as Indore, Raipur, and Nagpur. Traditionally overshadowed by metropolitan hubs, these cities are now emerging as significant players in the fashion industry.

Thampi's strategic focus on these regions underscores a shift in the fashion narrative, recognizing the untapped talent and consumer base present in smaller cities. By integrating local artisans and embracing regional aesthetics, NAIA not only celebrates indigenous craftsmanship but also challenges the conventional metro-centric fashion paradigm.

This initiative aligns with a broader trend of retail expansion into Tier II cities, driven by factors such as increased internet penetration, rising disposable incomes, and a growing appetite for contemporary fashion. Brands across various sectors are recognizing the value of these markets, leading to a more inclusive and diversified retail ecosystem.