We want to redefine the experience of medical apparel for healthcare professionals
Knya is a homegrown Indian brand redefining medical workwear with high-quality scrubs, lab coats, and aprons. Founded in 2020, Knya Med has supplied over 500 medical institutions across 650 cities. With local manufacturing across 10 factories in Maharashtra, Knya is committed to ethical employment, social impact, and becoming the go-to brand for healthcare professionals. Speaking to Fibre2Fashion, Co-founder Vanshika Kaji shares how Knya is filling critical gaps in the medical apparel sector, the role of innovation and storytelling in building a people-first brand, and the company’s long-term vision of reshaping how healthcare professionals feel about what they wear to work.
How has the demand for performance-driven and functional medical apparel evolved in India over the last few years?
Over the past few years, we have seen a significant shift in the demand for performance-driven and functional medical apparel in India. Traditional medical uniforms were often basic and uncomfortable, but with longer shifts and more demanding roles, healthcare professionals began seeking apparel that offers comfort, durability, and flexibility. They also started prioritising style and sustainability. That is why, we have focused on creating scrubs that blend performance with purpose, featuring antimicrobial protection, stretch fabrics, and recycled materials to meet the evolving needs of modern healthcare workers.
Knya has positioned itself as a modern, performance-driven brand for medical professionals—what gap in the market did you identify that led to its inception?
When we started Knya, we noticed a glaring gap in the medical apparel space in India. Healthcare professionals, who work long and demanding hours, were still wearing outdated, uncomfortable, and ill-fitting uniforms that had not evolved in decades. There was little to no focus on performance, design, or even dignity.
We realised that while doctors and nurses are at the forefront of saving lives, their own everyday needs were being overlooked. That is where Knya stepped in, with the aim to provide high-performance, stylish, and functional medical apparel tailored for Indian healthcare workers.
Knya was built not just as a scrubs company, but as a people-first, purpose-driven brand that has empowered over 5 lakh healthcare professionals across the country, with comfort, confidence, and care woven into every thread.
What were the biggest challenges in designing scrubs that balance functionality, comfort, and style for healthcare workers in India?
One of the biggest challenges was reimagining scrubs from a user-first perspective in a category that had seen little innovation. Most medical apparel in India was either imported without considering our climate and body types or made locally with low-quality fabric and a poor fit.
We had to strike a balance between multiple needs—functionality, comfort, and style—all while keeping durability and hygiene at the core. Indian healthcare workers often work in high-temperature, high-stress environments, so breathability and stretch were critical. At the same time, we wanted the scrubs to look professional and modern, helping doctors and nurses feel confident, not just compliant.
Sourcing the right performance fabric, getting the fit right for Indian body types, and introducing elements like pockets, easy-care materials, and gender-specific designs took time and extensive testing. But we were clear from day one—scrubs should empower, not restrict.
Can you share more about the fabric technology behind your scrubs, particularly in terms of antimicrobial protection, stretch, and durability?
At Knya, our scrubs are designed using advanced fabric blends developed through our proprietary Knya Med technology. These fabrics are engineered to offer antimicrobial protection, breathability, 4-way stretch, and long-lasting comfort—essentials for healthcare professionals who work long, demanding hours. Every detail, from durability to ease of movement, is created with real medical environments in mind.
We also prioritise sustainability through our EcoFlex scrubs, made from recycled PET bottles collected from ocean waste. These are blended with viscose to create high-performance medical apparel that is soft, functional, and planet-friendly. Each pair repurposes around six plastic bottles and reduces up to 0.50 tonnes of carbon emissions, combining purpose with performance.
How do you incorporate feedback from doctors, nurses, and other medical staff into your product design and innovation cycles?
We regularly gather feedback from doctors, nurses, and medical staff through surveys, wear tests, and one-on-one conversations. Their real-world insights help us refine everything—from fabric performance to fit, pocket placement, and durability. We also run pilot programmes before major launches to test products in actual hospital environments. This hands-on input ensures our scrubs are functional, comfortable, and tailored to their needs. Innovation at Knya is always community-led.
How do you see the intersection of fashion and function shaping the future of uniforms for healthcare professionals?
The future of healthcare uniforms lies at the intersection of fashion and function. Professionals today do not want to choose between performance and personal expression; they want both. There is a growing demand for uniforms that support long shifts with comfort and durability while also reflecting confidence and individuality. This shift is redefining scrubs from just workwear to a tool that empowers healthcare workers to feel and perform their best.
How important has brand storytelling been in building Knya’s identity in a traditionally utilitarian market?
Brand storytelling has been key to Knya’s success in a traditionally utilitarian market. Instead of just focusing on functionality, we emphasise the real stories of healthcare professionals and the impact our apparel has on their daily lives. By highlighting our commitment to sustainability and empowering healthcare workers, we have created an emotional connection with our audience. This storytelling approach has helped Knya stand out as a purpose-driven brand, resonating with both medical professionals and conscious consumers.
Knya also offers personalisation options—what kind of response have you seen to this, and how does it impact customer loyalty?
Personalisation has been a game-changer for Knya. We offer custom embroidery on scrubs and engraving on stethoscopes, allowing healthcare professionals to make their gear truly their own. Our wide variety of icons is a key differentiator—there is something for everyone, whether it is role-specific, symbolic, or just fun. These small, thoughtful touches create a deeper emotional connection with the brand. We saw great engagement during Veterinary Day with special embroidery options, and we are expecting similar traction with our RN icons for Nurses Day. It is a powerful way to boost loyalty and celebrate the individuality of every medical professional.
You have collaborated with various medical institutions and influencers—how do these partnerships influence your brand strategy and outreach?
For Knya, our collaborations with regional medical institutions and influencers have been key to expanding our reach, particularly in tier 2 and tier 3 cities. Partnering with local healthcare professionals allows us to deeply understand their specific challenges and needs, ensuring our products truly resonate. These relationships are vital for building trust and establishing a genuine presence in new markets. Influencers play a crucial role in amplifying our launches and key products, making sure we capture attention in areas where visibility is harder to achieve. By continuously nurturing these partnerships, we are not just growing our brand—we are creating a movement that connects with healthcare workers across India.
As healthcare apparel becomes more specialised, do you see Knya expanding into other professional wear categories or international markets?
We are committed to staying deeply focused on the healthcare space. While we have already moved beyond scrubs with the launch of medical equipment like stethoscopes, our goal is to build a full-stack medical essentials brand. With nine retail stores already operational, we are opening one new outlet every month, focusing on tier 2, tier 3 cities, and rural India to make quality medical products more accessible. We are also laying the groundwork for international expansion, taking our performance-driven, sustainable offerings to healthcare professionals worldwide.
Sustainability is an emerging focus across apparel. How does Knya approach sustainability in sourcing, production, and packaging?
Sustainability is woven into every part of our process, from sourcing to shipping, and we prioritise making choices that benefit both people and the planet. Our EcoFlex fabric, made from 100 per cent recycled PET bottles, significantly reduces energy consumption and lowers greenhouse gas emissions by up to 68 per cent compared to conventional medical apparel. This fabric is not only soft, breathable, and durable but also high-performing, offering the best of both sustainability and comfort.
Beyond fabric innovation, we prioritise ethical and local production practices. We have worked closely with our partners to upgrade their operations and encourage more responsible supply chain standards. Our sustainability commitment also extends to packaging, which is fully reusable and recyclable. Currently, we ship an estimated 45,000 sustainable packages each month. Every part of our business is aligned with our goal of making a meaningful, positive environmental impact.
With rising awareness around wellness and mental health, how important is it for medical apparel to contribute to the comfort and confidence of healthcare workers?
In high-stress medical environments, comfort is not just a luxury; it is a necessity. With growing awareness around wellness and mental health, we believe that what healthcare workers wear directly impacts how they feel and perform. When scrubs are thoughtfully designed for all-day comfort, movement, and dignity, they help reduce physical strain and boost confidence. At Knya, we see apparel as a small but meaningful way to support the well-being of those who care for everyone else.
Looking ahead, what is your long-term vision for Knya in reshaping how healthcare professionals feel about what they wear to work?
We want to completely redefine the experience of medical apparel for healthcare professionals. The goal is to make scrubs and uniforms not just a necessity, but a source of pride, comfort, and confidence—something that supports their performance and reflects their identity. Long-term, we envision Knya as a global benchmark for functional, sustainable, and design-forward medical wear that puts the professional first in every stitch.
