Bootstrapped brilliance inside Saundh how Sarabjeet Saluja is building a seventy five crore fashion engine

Some brands chase virality. Saundh chases feeling. Founder and chief executive Sarabjeet Saluja started the label to solve a simple gap in Indian wardrobes. Couture had craft but felt distant. Daily wear had comfort but missed soul. Saundh would sit right in the middle with clothes that move through work, travel and celebration yet carry the weight of craft. The idea draws from a textile legacy at Sahiba and a business education that prefers discipline over delusion. That mix explains why a four year old brand can talk about a fifty crore runway this year and a seventy five crore target next.

The positioning is everyday luxury and it is not a slogan. It is a checklist. Prints that start with culture. Fabrics that breathe in Indian weather. Silhouettes that forgive long days and still look composed. Every collection carries a clear story so a customer remembers what she felt when she bought it, not just what she paid. That memory is why repeat rate matters as much as new store buzz.

The decision to stay self funded is not romance. It is operating logic. Without external capital the brand can pick long horizon moves and avoid promotion debt. Product cadence follows craft cycles rather than discount calendars. Hiring favors doers who can live with constraints. The trade off is slower sprints and sharper choices. The benefit is a design language that stays coherent across seasons and a community that trusts the label to keep its promise.

Balancing premium intent with accessible pricing is the hard part. The team solves it with smart production and material decisions that do not compromise feel. Techniques are refined to scale without losing hand. Processes are streamlined to keep quality steady across stores. What arrives on the floor looks considered, not cost engineered. That is how you protect brand love while reaching a wider base.

Consistency is a growth tactic, not a constraint. As new stores open in metros the brand protects three anchors. Authenticity in narrative so every drop still sounds like Saundh. Craftsmanship in make so a customer can feel the stitch even if she never reads a label. Thoughtfulness in wearability so pieces travel from desk to dinner without a second outfit in the tote. These anchors let the label adapt to global audiences without losing its Indian centre.

Geography is a choice, not a race. The near term focus is deeper presence in tier one localities where the core customer lives and shops. Internationally the map expands through Malaysia and Kuwait with UK, US and Dubai on the chart. The thesis is simple. Contemporary Indian design can win abroad when it shows restraint, fits well and tells its story without shouting. That is the lane Saundh wants to own.

The growth math is clear. Fifty crore this year and seventy five crore next rides on three levers. First is an operations stack that behaves like a grown up. A customer relationship platform, footfall intelligence and automatic replenishment keep popular sizes on the rack and reduce lost sales. Second is a product and community engine. The bespoke bridal line Khaas creates space for personalisation and higher average order value. Influencer collaborations are curated for fit not fame so advocacy sounds like a friend, not an ad. The Saundh Tribe and the Saundh Society channel keep loyalists close with previews, behind the scenes and early access. Third is disciplined expansion. More of the right stores in the right neighbourhoods, plus selective international sites that can carry the story end to end.

Retail dominance is intentional. Eighty one percent of revenue comes from exclusive brand outlets because touch still matters at an average selling price near seven thousand five hundred and a transaction value around twelve thousand. Garments need to be felt to be believed. Partnerships with multi brand retailers like Iconic and Shoppers Stop extend reach without diluting experience. Stores are theatres where fit, drape and print do the convincing. The website is the follow through when a customer wants a second colour at midnight.

The founder’s playbook is uncomplicated and rare. Clarity of purpose keeps the brand from chasing every trend. Adaptability lets design evolve for new cities and new countries without losing its centre. Discipline turns mood boards into rack ready pieces on time. Teams are hired for values and trust, then given room to make choices. That culture shows up on the shop floor and in the feed.

What does the next five years look like. The brand wants to grow in soul as much as in size. Expect a stronger grid across Indian metros and a thoughtful push into global markets where contemporary Indian wear is a conversation starter. Expect the experience to feel seamless across store and screen. Expect new lines in home, accessories and bespoke that carry the same calm elegance as the clothes.

The lesson for fashion founders is simple. When a label honours craft, respects comfort and speaks with a clear voice, customers repay with patience and repeat. Saundh is proving that bootstrap can be a strategy, not a struggle, and that everyday luxury can be built one considered garment at a time.

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