Kapraa
D2C menswear basics brand shipping 4,000+ orders a month from Faisalabad's textile belt.
The business
Problem. Quality men's basics in Pakistan are either imported at import prices or local with inconsistent sizing and fabric that fades in five washes.
Solution. Combed-cotton tees, polos and trousers cut to a consistent Pakistani fit, made in Faisalabad, sold direct at half the price of mall brands.
Model. D2C via website and Instagram, 55% gross margin, AOV PKR 3,400. COD is 70% of orders with a 6% return rate — well below category average.
Market. Urban men 22–40 buying online — a segment spending an estimated PKR 25B annually.
Competition. Mall brands on brand recognition, Instagram sellers on price. We win on fit consistency and fabric quality at mid price.
Traction
Monthly revenue
PKR 2M–4M monthly
Customers
4,200 orders/month, 31% repeat
Months operating
38
Growth
7% MoM
Crossed 100,000 lifetime orders in May 2026. Launched trousers line February 2026.
Team
Usman Riaz
Founder & CEO
Grew up on the floor of his father's knitwear export unit. Started Kapraa with rejected-for-export stock and PKR 400,000.
Team of 16 · LinkedIn
Use of funds
Fabric inventory for winter line (50%), performance marketing (30%), a Lahore try-on studio (20%).