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Trunal Sahuji
इस खबर को सुनने के लिये प्ले बटन को दबाएं।
In an exclusive Adgully interview for the W-SUITE series, Sarabjeet Saluja, Founder and CEO of Saundh, reveals how he transformed a homegrown label into one of India’s most admired contemporary fashion brands. His philosophy centers around a deep respect for Indian artisanship and a clear goal: to make sustainable, premium ethnic wear accessible to modern Indian women.
Founded in 2019, Saundh bridges the gap between luxury and affordability. Thus celebrating intricate handcrafts and traditional textiles while offering modern silhouettes.
The Bootstrap Mindset: Growth with Purpose
Unlike many fashion startups that rely heavily on investor funding, Saundh is entirely bootstrapped — a rarity in the Indian fashion ecosystem. Saluja explains that this approach allows the brand to stay nimble, authentic, and creatively independent, focusing on long-term brand building rather than short-term gains.
Transitioning from an idea to a ₹75 crore enterprise in just a few years, Saundh’s growth story reflects the power of strategic reinvestment and a clear brand identity rooted in slow fashion.
Retail Expansion: From Boutiques to a Pan-India Presence
What began as a single flagship store quickly evolved into a nationwide retail network. Today, Saundh has over 30 exclusive brand outlets (EBOs) and is present across leading multi-brand stores and e-commerce platforms.
Saluja notes that brick-and-mortar stores remain vital for offering tactile, emotional experiences that digital channels can’t replicate. At the same time, Saundh’s digital-first strategy has been crucial in connecting with younger audiences and expanding beyond metro cities.
Designing for the Modern Indian Woman
At the heart of Saundh’s design language is the modern Indian woman. Each collection tells a story of craftsmanship, blending hand-embroidered details, block prints, and contemporary draping techniques.
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