Kapurthala by Mayank and Shraddha is the Indian alter ego of the designers' eponymous label: Mayank Anand Shraddha Nigam. The label stands for a style that is both elegant and edgy. The brand is positioned as a high-end luxury brand catering to intellectually mature women. The Kapurthala women is strong and steadfast and makes her own statements in fashion and otherwise. The USP of the brand is its intelligent use of hand woven Indian fabrics away from the context that the fabrics are woven in.