Prime Highlights: 

Kulture Khazana’s products are now available on Macy’s website and in 11 stores, including the flagship Herald Square location in New York. 

Founded in 2018, Kulture Khazana pivoted from a book distributor to a producer of South Asian-inspired toys, games, and crafts during the pandemic. 

The company experienced its first profitable year in 2023, followed by a 38% revenue increase in 2024. 

Key Background: 

Kulture Khazana, a Buffalo-based consumer goods company founded by Akruti Babaria, has successfully expanded its reach by securing a retail partnership with Macy’s. The deal, finalized in late 2024, allows Kulture Khazana’s South Asian-inspired products to be available both online and in 11 Macy’s stores, including the flagship location in Herald Square, New York. 

Kulture Khazana, established in 2018, began as a book distributor but shifted its focus to create educational toys, games, crafts, and puzzles after the pandemic disrupted its initial business model. The company’s offerings are designed to introduce children to South Asian culture, including the celebration of Diwali. This shift proved successful, with 2023 marking the company’s first profitable year, followed by a 38% increase in revenue in 2024. 

The partnership with Macy’s was initiated at the Toy Fair New York in 2023 when Macy’s brand team expressed interest in Kulture Khazana’s unique products. After over a year of negotiation, product testing, and overcoming logistical challenges, the collaboration came to fruition. Kulture Khazana now sells four of its products in selected Macy’s locations, with plans for further expansion in 2025. 

Babaria emphasized the significance of being featured in a major retail chain, noting that it not only enhances the brand’s credibility but also signals the unmet demand for such culturally relevant products. She attributed much of her success to persistence, particularly when facing rejection, following a mindset of “not yet” rather than “no.” 

In addition to the Macy’s deal, Kulture Khazana made notable strides in 2024 by collaborating with the Smithsonian Institution for a Diwali event at the National Museum of Asian Art. The company’s products are also sold online at retailers like Nordstrom, Walmart, Target, and Amazon. With continued growth, Babaria expects to expand the team in 2025 and is in discussions with additional retailers for further in-store placements.