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KORA by NM signs Aditya Roy Kapur as brand face, eyes USA entry after reaching 31 stores across India, UK and Dubai
Our read
KORA by NM will more likely than not open in the USA within the next year, using the Aditya Roy Kapur campaign to introduce the brand beyond its 31 stores in India, the UK and Dubai.
For operators
KORA by NM has signed Aditya Roy Kapur as its face and launches a new occasionwear collection from 15 October 2026, so occasionwear operators should expect a 31-store rival to compete harder for celebrity-led attention.
Watch
Announcement of the first USA store location or opening date
Ask next
What else has Kora by NM launched this year?The report,
KORA by NM signed actor Aditya Roy Kapur as its brand face and launched a new occasionwear collection available from 15 October 2026. The brand operates 31 stores across India, the UK and Dubai, and is set to open soon in the USA.
- Stores across India, UK and Dubai
- 31
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What to track next
- Store count above the 31 reported, with a USA store open by the end of FY27, would mean the US entry is on schedule and rivals face a wider footprint.
- New store openings in the UK or Dubai after the campaign launch
- Fresh Aditya Roy Kapur campaign creatives or collection drops from KORA by NM
- Rival occasionwear brands naming celebrity faces or announcing US launches
The counter-case
The case against this reading — not reported by the source.
This reads as a marketing announcement dressed up as a growth story. A celebrity face and a seasonal occasionwear drop, timed for the festive and wedding season, are routine moves and say little about the strength of the business. The headline number, 31 stores across India, the UK and Dubai, is small for a brand talking about the USA. It is spread thinly over three markets, so the average depth per market may be shallow. 'Set to open soon' in the USA is a statement of intent with no date, location, format or investment attached. The US is a costly, crowded market with high rents, a different customer, and strong competition from established South Asian occasionwear retailers and online sellers. Endorsement deals mostly lift awareness, and nothing here shows they lift sales. The 'up' delta is based on a store count with no growth rate, same-store sales or profitability behind it.