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Building a global everyday luxury clothing brand in India

An internationally renowned textile manufacturing company, Sahiba Textiles, aimed to venture into the B2C space with a women’s ethnic-wear brand.

With this objective in mind, ABND dove deeper into the industry and the market, understanding the category, target audience and relevant stakeholders across geographies.

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IMMERSION
3 brand workshops
with stakeholders
Immersive Sessions

with Customers

Competitive and

Retail Research
200+ Customers Identification

and Profiling

The research for Sahiba Textiles' market expansion into the B2C space covered several key areas: identifying the ideal consumer profile, analyzing current market dynamics, and assessing Sahiba's existing B2B operations. The competitive landscape was examined, focusing on retail environment factors such as unique selling propositions (USPs), competitor strengths and weaknesses, and the specific categories Sahiba aims to target. ABND also explored Sahiba's future business goals for entering the B2C market, considering strategic objectives and growth opportunities to facilitate a successful transition.

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KEY INSIGHTS
From talking about Fusion-wear and Ethnic-wear

to talking about an Apparel Brand

From an International Appeal

to a brand that is Inspired by India

From just Price, Craft, and Premium products

to a Fibre to Fabric to Fashion philosophy

From classifying our audience as a Modern Indian Woman

to a woman who is Relaxed and Confident

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Insights gathered shaped a brand essence and positioning that not only sets this brand apart from typical ethnic wear but also redefines the category in itself.

BRAND ESSENCE

Rooted,
EveryWear

The essence embodies the persona of a woman who is relaxed, confident, and comfortable in her own skin. The clothes are a true reflection of her essence, allowing her to be her authentic self, no matter where she is.

Transcending boundaries, we are rooted every wear, everywhere.

Brand POV

Rooted in Indian origin, yet has a global appeal

Consumer POV

Grounded in tradition yet has a worldly approach 

What is grounded, yet consistent across the world?
Petrichor

Saundh (n.)

Meaning petrichor in Sanskrit

The name Saundh and its brand identity are inspired by the first rains, the scent of wet earth, and the entire process of renewal. As a concept and name, Saundh resonates globally.

After all, who doesn’t enjoy the fragrance of the rains.
Reflects Philosophy
Memorable
Conflict Free
Indian yet Global
Domain Available
SEO Friendly
RETAIL EXPERIENCE

When a customer first encounters the captivating sign, a memorable journey begins, seamlessly transitioning from mere visual merchandising to an immersive experience. This approach engages all senses—sight, touch, and even scent—aligning perfectly with the brand's ethos. Expertly chosen music complements the atmosphere, further drawing the customer in. Every detail, from the hangers, to the trial rooms, packaging, and more, embodies the brand's unique identity, creating a cohesive and memorable experience.

IMPACT

Since launching in Mumbai in October 2019, Saundh has become a fashion force. Their unique designs, blending traditional textiles with flowing silhouettes, have captured the hearts of Indian women. Saundh defied the odds by opening retail stores while the pandemic shut down the fashion industry. The brand boasts a growing presence with 33 stores across 19 cities, with nearly half located in thriving Tier II markets that contribute a surprising 30% or more in revenue. Saundh is successfully bridging the gap between tradition and modern style, and their future looks bright.

Client
Testimonial

Working with ABND on our branding exercise was a transformative experience for my team and me. Over six months, we discovered that the way you envision your company might be vastly different from how customers perceive it, and even the smallest change in your branding elements can have a significant impact on your business. ABND set the groundwork early on, ensuring that Saundh emerged as a truly unique brand. Their expertise and guidance were invaluable.

- Sabby Saluja, Founder and CEO, Saundh Retail

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