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New Delhi [India], June 30: Every year on Doctor’s Day, we pause to acknowledge the immense contributions of healthcare professionals, but for Knya, a homegrown medical apparel brand, that recognition goes far beyond a single day.

Born during the pandemic and shaped by the lived experiences of India’s medical community, Knya has grown into more than just a provider of high-performance scrubs. It’s a platform that listens, represents, and advocates for the people behind the profession.

This year, as the brand unveils its most emotional Doctor’s Day film yet — a tribute to generational care, co-founders Vanshika and Abhijeet Kaji reflect on the inspiration behind Knya, the everyday realities of doctors that often go unseen, and why building with empathy remains the brand’s most powerful design choice.

A Brand Born Out of Urgency

Knya’s origin traces back to the peak of the pandemic, a time when India’s healthcare system was stretched thin and frontline workers were giving everything they had. Long hours, emotional exhaustion, and physical strain were the norm. But something didn’t sit right with the Kajis.

“We saw doctors working round the clock in uniforms that didn’t reflect the dignity of the work they were doing,” Vanshika shares. “Many got their scrubs stitched in local fabrics that weren’t tested. Others wore uncomfortable imported gear made with no understanding of India’s climate or conditions. There was no quality control, no design made with them in mind. And it didn’t sit right with us.”

That’s when the idea for Knya was born. A brand that would put India’s medical professionals first in every stitch, every detail, every decision. What began as a scrubs company has evolved into a full-fledged ecosystem for healthcare professionals, offering not just apparel but essential tools, inclusive products, and an unwavering sense of identity.

Designing for What’s Missing

One of Knya’s key differentiators has been its community-first approach. The launch of India’s first medical hijab wasn’t a marketing idea. It came directly from listening to women in healthcare.

“We heard stories of women stitching their own hijabs or using makeshift alternatives,” says Abhijeet. “That told us inclusion wasn’t about token gestures. It had to result in real, functional change.”

That same philosophy applies to the brand’s commitment to sustainability. Knya’s EcoFlex fabric, made from recycled plastic, is a performance material that doesn’t compromise on environmental responsibility. “These aren’t just product launches,” Vanshika adds. “They’re solutions to real needs.”

Stories That Hit Home

For this Doctor’s Day, Knya’s brand film shifts the focus from clinical heroism to something softer. The generational bond in medical families. Told through the lens of a mother and daughter, both doctors, the film traces how care travels across time. It reveals the emotional thread that connects every scrub-in, every sleepless night, and every act of healing.

“As a brand, we’ve been a part of so many firsts. First day of internship, first surgery, first year of residency,” Vanshika says. “This film is a tribute to those deeply human moments behind every professional milestone. It’s a reminder that beneath every coat, they’re Still Human. Navigating life, loss, love, and legacy.”

Seeing Doctors Beyond Emergencies

Knya’s vision goes far beyond product. From discussions around mental health and burnout to gender disparities and workplace safety, the brand actively uses its platform to amplify the everyday struggles of doctors.

“We want doctors to feel heard, not just hailed,” says Abhijeet. “They’re not just heroes in emergencies. They’re human beings who deserve recognition every single day.”

Accessibility is equally important to the brand’s mission. Knya has expanded into quick commerce platforms for urgent needs, partnered with hospitals, and is actively scaling in Tier 2 and Tier 3 cities. These are areas often overlooked when it comes to quality medical gear. With one new store launching every month and a cluster-based rollout strategy, the brand’s next stop is South India. A region close to the team’s heart.

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A Message That Matters

When asked what they’d say to every healthcare worker on Doctor’s Day, the Kajis respond without hesitation:

“We see you. We see the birthdays you miss, the exhaustion you carry, and the quiet strength you bring to every shift,” says Vanshika. “Your work, your sacrifice, and your humanity are not just respected. They are cherished. You are the reason we do what we do.”

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