Can SAADAA Become A Go-To Brand For An Indian Minimalist?

In an era of fast fashion and mass consumerism, where choice often leads to confusion rather than convenience, simplicity is becoming a rare luxury. The fashion industry, known for its wasteful practices, has long ignored the need for mindful consumption. 

Recognising this gap, childhood friends Akshay Shivpuri and Mahesh Tekwani set out to create a brand that embodies minimalism, sustainability, and practicality—SAADAA, which translates to “simple” in Hindi.

Their journey began over conversations at Blue Beds Hostel, their backpackers’ accommodation in Jaipur, where they often discussed the impact of overconsumption. They envisioned a brand that moves away from trend-driven fashion, focussing instead on simple and practically sustainable clothing at an affordable price. 

​In 2024, the D2C brand was featured in the FAST42 list, securing the 26th position. This year, it has risen to the 8th spot, reflecting significant growth and recognition.​

Minimalist Designs, Sustainable Operations 

SAADAA tackles a common problem — overcrowded markets full of choices but lacking simple, quality clothing. The brand offers wardrobe staples made from breathable fabrics like cotton and linen, designed for durability and versatility. By focusing on timeless classics rather than fleeting trends, SAADAA is reshaping how people approach everyday fashion.

However, the brand’s philosophy extends beyond clothing. Every aspect of its operations is designed to be as sustainable and ethical as possible. The company employs over 200 tailors, ensuring fair wages and responsible production. From recycled cotton bags to plantable seed paper tags and visiting cards, SAADAA prioritises conscious consumption at every step.

Sharp Jump In Revenue After Menswear Foray

SAADAA primarily drives sales through its website while also expanding its reach via marketplaces like Amazon and Myntra. Initially launched as a women’s fashion brand, the company ventured into menswear in 2024 and is now broadening its focus beyond apparel into new product categories.

Further diversifying its offerings, SAADAA supplies school uniforms to four institutions and has emerged as a top-selling brand on Amazon in the women’s bottomwear category. In the financial year 2023-24 (FY24), the brand experienced remarkable growth, with revenue surging 223% from INR 8.83 Cr in FY23 to INR 28.5 Cr. This expansion was accompanied by over 100% growth in its customer base and social media following, strengthening its market position.

Scaling New Horizons

The brand operates within a $1.7 Bn (INR 14,000 Cr) market in India, catering to urban consumers who seek high-quality everyday basics. According to the brand’s estimates, the demand is largely driven by women’s daily wear, a $1.2 Bn opportunity, and men’s daily wear, valued at $500 Mn. SAADAA is tapping into this demand, targeting 20% of urban women and 7% of urban men, who are increasingly investing in well-made, everyday clothing.

For the current financial year, SAADAA is on track to achieve 82.5% revenue growth, reaching INR 52 Cr, driven by its commitment to minimalist living and high-quality essentials. To scale further, the brand is introducing a franchise owned company operated (FOCO) model, expanding its store presence while maintaining efficiency.

Beyond apparel, SAADAA is looking to evolve into a broader lifestyle brand, focussing on essentials like food, clothing, and housing. The company has plans to enter the affordable housing segment by 2025 and is also considering a public listing to fuel its next phase of growth.

[Authored By Anirudh Trivedi]