How SAADAA Is Restyling Womenswear With Minimalist Design, Sustainability Focus

The Origin Story

While running their star-rated backpackers’ accommodation Blue Beds Hostel in Jaipur, founders Akshay Shivpuri and Mahesh Tekwani started chatting about the ‘burden of consumerism’ and how simple and sustainable choices could be more fulfilling. The casual conversation in a café soon took a business turn, and the duo launched a womenswear brand called SAADAA (which means simple) from a 100 sq. ft garage at Shivpuri’s house. The D2C offerings promise to be stylish, comfortable and affordable with no compromise on value/quality.    

The Differentiator

Buying buzzy designer wear can be a headache as shoppers try to choose the best pieces to get the most out of premium pricing. Keeping in mind the prevalent low level of trust and the perception that quality is a luxury in Indian society, the founders have developed a wide range of ‘basic’ wear (everyday essentials), timeless classics featuring subtle, understated designs and made from high-quality, breathable and natural textiles like cotton and linen. Its collections are conceptualised in-house and made by 200+ experienced karigars (tailors) working with the startup. SAADAA is an eco-friendly brand, making packing bags from recycled/waste cotton and tags and visiting cards from plantable seed paper. It also promotes micro-enterprises within its supply chain operations, focussing on upskilling them in areas like knowledge of fabrics, procurement and quality.   

The Growth

SAADAA’s primary sales channel is its website, but it started selling on ecommerce marketplaces Myntra and Amazon in December 2023. Its YoY revenue grew 3x in FY23 and the team size increased nearly 4x, from 28 in February 2023 to 120+ in January 2024. It also ventured into offline retail to push sustainable fashion and mindful buying.    

What’s Next

It plans to open four exclusive brand outlets (EBOs) in Jaipur and enter large-format retail stores to expand its offline presence. It will also start selling on Nykaa, Ajio and other digital marketplaces. The brand will complete its Better Basics lineup for women in the first quarter of the year and launch Better Basics for men in Q2. Finally, it aims to hit INR 50 Lakh in daily revenue by December 2024. A FOCO (franchise-owned and company-operated) model is on the cards for 2025 to drive offline growth.