New Delhi, India – The air at Tulsi Farms, on the outskirts of Delhi, hummed with a sophisticated blend of nostalgia and forward-looking optimism. Under the dappled shade of flowering mango trees, a milestone was being celebrated: Nicobar, the contemporary Indian lifestyle brand, was marking its 10-year journey. The celebration, a vibrant affair attended by a constellation of India’s leading designers, industrialists, actors, and close friends of the family, was a testament to Nicobar’s unique position in the country’s burgeoning luxury market.
At the heart of the festivities was Anita Lal, the matriarch and founder of Eicher Goodearth, under whose esteemed umbrella Nicobar has flourished. She was seen not just as a distinguished guest, but as an integral part of the brand’s genesis, her own heritage luxury brand, Good Earth, having laid the groundwork for this newer, distinct venture. Yet, Nicobar, spearheaded by Anita’s daughter, Simran Lal, and son-in-law, Raul Rai, carves its own path. While the former embodies timeless heritage, Nicobar is charting a course of ambitious expansion, underpinned by a decidedly relaxed and contemporary ethos. The very guests present seemed to embody this philosophy, many proudly sporting pieces from Nicobar’s past collections – a tangible display of loyalty and enduring style. Actor Gul Panag, a notable presence, exemplified this by pairing a classic Nicobar black knotted dress with an intricately embroidered phulkari stole from 1469 Original, a thoughtful juxtaposition of modern silhouettes and artisanal craftsmanship.
A Decade of Distinctive Design: The Nicobar Genesis
Nicobar’s journey began in 2016, a period when the Indian fashion landscape was largely characterized by fitted silhouettes and overt embellishments. The brand, however, dared to diverge, launching with a deliberate emphasis on understated elegance, breathable fabrics, and a colour palette that spoke of natural serenity. This initial vision, a stark contrast to prevailing trends, was met with skepticism by some critics, who predicted a fleeting presence akin to "a Mumbai monsoon."
"We launched with a black and white collection," recalls Raul Rai, Co-Founder of Nicobar. "There were those who doubted our longevity. But I remember my first Rajesh Pratap Singh bandhgala, a stark contrast to the rented tuxedos I’d worn during my investment banking days in the US. That moment, and the subsequent journey with Nicobar, represents a significant shift in my personal appreciation for Indian design and craftsmanship."
This early period laid the foundation for a brand that prioritized comfort, quality, and a connection to Indian artisanal traditions, reimagined for a modern audience. The founders, Simran Lal and Raul Rai, brought a unique blend of perspectives to the table. Simran, with her background in archaeology and architecture, imbues the brand with a deep appreciation for history, cultural narratives, and spatial design. Raul, a former investment banker, brings a sharp business acumen and strategic vision. Together, they have cultivated a brand that is not only aesthetically pleasing but also commercially robust.
Navigating Growth: From Boutique Brand to Retail Powerhouse
Today, Nicobar stands as a formidable player in the Indian retail sector. With an impressive network of over 30 retail locations and a strong e-commerce presence, the brand projects a revenue of ₹200 crore for FY 2025-26. This significant growth trajectory underscores their astute understanding of the market and their ability to connect with a discerning clientele.
The success is attributed, in large part, to their dedicated team. "Our close-knit team is our greatest asset," Raul emphasizes. "They are the ones who translate our vision into tangible products and experiences." This collaborative spirit is evident in every aspect of the brand, from design conceptualization to customer engagement.
A Calculated Evolution: Embracing Shimmer and Tradition
A recent development that has generated considerable buzz is Nicobar’s foray into more opulent aesthetics, particularly with its new evening wear collection and the wedding line, which features intricate gota and mukaish work, along with metallics. This shift might seem unexpected for a brand that has historically shied away from overtly decorative surfaces.
"Everyone’s asking what this means for Nicobar, but no one’s complaining. That’s the best part," shares Simran Lal, with a characteristic spark of enthusiasm. "It’s something new, but it’s a calculated risk. Every brand has to evolve, reinvent, and stay relevant." She elaborates on her personal connection to shimmer, stating, "I actually love shimmer, but it has to be the Nicobar way. There must be a certain subtlety, while there is the glamour."
This nuanced approach to glamour is masterfully executed with the collaboration of Aparna Chandra, the brand’s co-creative director. "Aparna is a queen of that," Simran remarks. "Growing up, I used to wear very simple Anokhi garments and Kolhapuri chappals, while many of my friends went to designers. My only ‘designer’ was Aparna Chandra. She was a friend and she had that cool factor without it being over the top." This long-standing relationship underscores Nicobar’s commitment to fostering creative partnerships that align with its core values.
The reception to the new collections has been overwhelmingly positive, indicating that Nicobar has successfully navigated the delicate balance between evolving its aesthetic and remaining true to its brand identity. The shimmering evening wear and the intricately detailed wedding line are seen not as a departure, but as a natural progression, offering a more sophisticated and celebratory dimension to their established understated elegance.
The Rajesh Pratap Singh Collaboration: A Full Circle Moment
A highlight of Nicobar’s tenth anniversary celebrations is the highly anticipated collaboration with renowned Indian designer Rajesh Pratap Singh. This partnership is particularly poignant, as it marks a full circle for the founders.
"I recall my first Rajesh Pratap Singh bandhgala after years of renting tuxedos in the US in my previous job as an investment banker," Raul reminisces. "Now, with our 2026 collaboration with the same designer, known for his precise, almost architectural construction, it seems the Nicobar family has truly come full circle."
The limited-edition collection, featuring shirts, jackets, and jodhpurs, is crafted from breathable cottons, indigo denims, and linens, adorned with signature graded pin tucks and kantha stitches. The brief, as Raul explains, was one of profound trust: "’We trust you, now show us what you see.’ We asked Rajesh to work closely with our co-creative director Aparna Chandra to understand the Nicobar design language, but beyond that, the creative freedom was entirely his."
The success of this collaboration lies in the harmonious fusion of distinct design philosophies. "What made it work was that we weren’t starting from opposing positions," Raul states. "Rajesh’s precision and rigour met our ease and softness, and the result was something neither of us would have arrived at alone." This synergy exemplifies Nicobar’s strategic approach to collaborations, seeking partners who can elevate the brand while respecting its inherent DNA.
Redefining Bridal Wear: The NicoBaraat Collection
Nicobar’s NicoBaraat, or wedding collection, is another testament to their innovative spirit. Described as "light and refreshing," it offers a contemporary alternative to the often-heavy and ostentatious bridal ensembles prevalent in India.
"Nowadays, with weddings becoming so OTT, all these poor brides look so weighed down by their lehengas," Simran observes. "But things are changing; young girls are quite independent and have their own personality. And I think, why not?" She articulates a philosophy that champions individuality and a return to more meaningful traditions. "We used to wear our mother’s Benares sari or a Kanjeevaram sari in the past, not these heavy Swarovski outfits with the bride and groom in one colour!"
The NicoBaraat collection embraces vibrant prints, refreshing colours, and versatile mix-and-match options, appealing to a new generation of brides and their bridal parties who seek style that reflects their personal identity. This approach extends beyond apparel, as Nicobar also focuses on home décor, offering contemporary solutions for traditional items like roti boxes, ghee pots, and masala boxes. "At Nicobar, we go back to our roots across categories, even for the home," Simran explains. "We provide a contemporary solution."
The Intellectual Underpinning of Design
Simran Lal’s personal interests in archaeology, architecture, and the Vedas subtly weave their way into Nicobar’s design philosophy. These academic pursuits inform a deeper understanding of cultural heritage, historical narratives, and the enduring principles of design.
"There are these books that I like to give everybody who joins the creative team," Simran shares, highlighting her influence on the team’s creative process. She mentions Sanjeev Sanyal’s "The Ocean of Churn: How the Indian Ocean Shaped Human History" as a key source of inspiration. Her mornings are dedicated to study, followed by immersive design sessions with her team. "We open them up and go on beautiful design journeys, in our minds, in our hearts, and on our boards. That’s actually the exciting part, no?" This intellectual curiosity fuels a design process that is both deeply researched and creatively boundless.
Future Horizons: Expansion and Enduring Values
As Nicobar looks towards the future, expansion remains a key strategic imperative. While a gifting concierge service is already in place, the brand is poised for significant growth.
"Our immediate focus is deepening our presence in India, across metros and in Tier 1 and select Tier 2 cities," states Raul Rai. "International markets are genuinely on our radar, and we’d love to take Nicobar to Dubai and beyond, but we’d rather do it with the right partner than quickly. Speed has never really been our thing." This measured approach to international expansion reflects Nicobar’s commitment to quality and authenticity, ensuring that its global presence is as thoughtfully curated as its domestic offerings.
The brand’s pricing strategy, with the Rajesh Pratap Singh x Nicobar special edition ranging between ₹8,000 and ₹25,000, positions Nicobar as an accessible luxury brand, making its distinctive design ethos attainable for a broader segment of the Indian market.
Nicobar’s ten-year journey is a compelling narrative of how a brand can evolve while staying true to its core values. From its understated beginnings to its current embrace of sophisticated shimmer and ambitious expansion plans, Nicobar has consistently demonstrated an ability to innovate, adapt, and resonate with the contemporary Indian consumer. As it steps into its next decade, the brand is poised to continue its quiet revolution, offering a refined and enduring vision of Indian style.
