Aristobrat was born out of a desire to redefine wardrobe essentials, believing in the mantra that less is more. The D2C brand’s goal is to simplify fashion choices while upholding a commitment to quality and timeless style.
“We recognised that many men struggle with their clothing choices, often falling prey to the cycle of fast fashion, which promotes an endless pursuit of trends at the expense of true style. Our vision is to revolutionise men’s fashion by becoming the largest and most sought-after affordable luxury brand created in India. We aim to transform how men perceive and choose their wardrobe essentials, making sophisticated, high-quality clothing accessible to all,” says Karan Singh, Founder & CEO of Aristobrat.
The new-age brand is dedicated to simplifying men’s fashion with thoughtfully designed essentials that add value, not clutter.
Aristobrat’s target audience is men aged 23 to 37, particularly millennials who are enthusiastic about discovering new brands and are active online shoppers. “At Aristobrat we are committed to maintaining a personal touch in our marketing efforts, frequently engaging with our followers. This demographic aligns perfectly with our emphasis on quality and sensible fashion choices. We primarily engage with our audience through digital channels, allocating 90% of our ad spend to Meta (Instagram and Facebook) and 10% to X. Additionally, we utilise newsletters and social media interactions to foster connections with our consumers,” says Singh on engaging with his target audience.
Differentiation from Other Luxury Menswear Brands
Product Differentiation: Aristobrat believes in elevating clothes by incorporating functional elements that add significant value. “For instance, our formal shirts feature snap buttons at the cuffs for ease of use. Our innovative version of chinos, called Tjamas, includes an elastic waistband that accommodates in-between sizes. Our Everywhere Pants offer stretchability and hidden zipper pockets, perfect for securely storing small belongings while cycling or on the go. Every product is enhanced to provide a superior experience and added value,” Singh explains.
Pricing Strategy: While Aristobrat is a luxury brand, its pricing strategy makes its accessible. “We source high-quality fabrics and manufacture our products in the same factories as other luxury brands. Our well-optimised supply chain allows us to offer these premium products at one-third of the price of our competitors,” says Singh.
Market Presence
Aristobrat’s market presence has grown significantly. Until April 2024, the brand was focused primarily on its direct-to-consumer (D2C) website, which allowed it to maintain a sense of exclusivity. However, understanding the importance of effective brand storytelling, it has since partnered with Myntra to broaden its reach. “We also plan to expand into luxury marketplaces by 2024-25,” explains Singh.
“In addition to our online presence, we are excited to announce the opening of two offline stores in Bengaluru and Hyderabad. These physical stores will enhance our credibility and reach, helping to dispel the notion that we are merely an Instagram shop. By providing a tangible presence, we aim to build greater consumer trust and offer an enhanced shopping experience,” he adds.
Omnichannel Strategy
Currently, the brand’s strategy is primarily centered on online retail, which accounts for 99% of its revenue through own website as well as on Myntra.
“We do have a mini experience center in our office space that attracts a small number of walk-ins and contributes about 1% to our revenue. In the future, we plan to expand our presence by opening physical stores. These stores will serve dual purposes: offering a direct retail experience and acting as central hubs for fulfilling online orders. This will create a seamless, integrated shopping experience for our customers, enhancing our omnichannel strategy and broadening our revenue streams,” explains Singh.
Innovation & Technology
The root of every good Omnichannel strategy is innovation and technology. These will continue to play a significant role in driving retail in India, though not necessarily through a single technological revolution.
“While augmented reality (AR) and virtual reality (VR) have been explored with mixed results, nothing can truly replace the tactile experience of feeling fabric. Therefore, a paradigm shift in consumer-facing technology is unlikely. However, artificial intelligence (AI) will become increasingly important in enhancing customer experience and support. Instead of maintaining a large customer support team, AI can effectively manage customer interactions and improve service efficiency,” says Singh.
On the product innovation front, he says that hybrid products are set to make a significant impact. For example, there is a growing demand for stretchable pants, also known as technical pants. These are made from a blend of cotton, polyester, and elastane, offering the appearance of trousers with the comfort and flexibility of joggers.
“Such versatile clothing items can be worn for various occasions, from office meetings to casual gatherings, hikes, or cycling. This trend towards multi-functional apparel will drive significant innovation in the menswear market,” he states.
Singh’s top 3 favourite technologies are ones which seamlessly blend simplicity with effectiveness. For Aristobrat, this translates into:
- Shopify: A user-friendly interface and robust ecosystem, which empowers both B2B and B2C businesses. Its flexibility enables Aristobrat’s marketing team to maintain design autonomy, ensuring a consistent and visually appealing online presence.
- META Self-Serve Advertising Platform: With META, Aristobrat has experienced the freedom to effortlessly distribute ads across various channels like Facebook and WhatsApp. Its intuitive interface simplifies the advertising process, granting us greater control over our campaigns’ reach and impact.
- GoDaddy Studio: This platform revolutionises design tasks, allowing Aristobrat to swiftly create captivating social media content without the need for extensive design expertise. Similar to Canva but with added versatility, GoDaddy Studio streamlines our workflow, reducing the time and effort typically required for content creation.
Private Labels
Aristobrat has recently launched a private label called Littlebams, which focuses on providing modern essentials for babies aged 0 to 3 years. This line features items made from bamboo cotton, including bodysuits, sleep suits, and tummy pants.
“Although Littlebams is a relatively new addition to our portfolio, it already contributes approximately 10% to our overall revenue. Branching out into this market allows us to offer high-quality, sustainable products to a new customer segment, thereby diversifying and strengthening our business,” says Singh.
Sustainability at its Core
The future of menswear retail in India is promising, with significant growth expected, particularly among fast fashion brands over the next 3 to 4 years. “However, at Aristobrat we anticipate a notable shift in consumer behavior as well. A large segment of men will begin prioritising value in their clothing choices, moving away from overconsumption. Inspired by a growing global awareness of environmental issues and garment waste, particularly from Europe, this shift will emphasise sustainability and stability. We expect to see men opting for sensible, high-quality clothing and embracing minimalism. This trend towards mindful consumption will shape the future of menswear retail, even as the market continues to expand at a significant pace,” explains Singh.
“Sustainability is at the heart of our ethos. As a slow fashion brand, we focus on creating limited styles that remain timeless, reducing waste and ensuring better control over materials, capacity planning, and fabric choices. This approach inherently promotes sustainability by minimising excess production and maximising resource efficiency,” he adds.
Aristobrat meticulously vets suppliers to ensure they follow ethical and eco-friendly practices in sourcing raw materials. The brand’s manufacturing processes are optimised to minimise waste and energy consumption, prioritising efficiency without compromising on quality.
“Our commitment to sustainability extends to the longevity of our products. By designing timeless pieces that endure, we reduce the need for frequent replacements. Additionally, we offer repair and recycling services to further decrease our environmental impact. Our ultimate goal is to produce premium-quality garments that exemplify exceptional craftsmanship and uphold our dedication to sustainability, fostering a more responsible approach to fashion,” he states.
Expansion Plans
Aristobrat has ambitious plans for growth, both geographically and in terms of product offerings. By 2024-25, it aims to establish presence in several luxury marketplaces. Additionally, to enhance its credibility and reach, the brand is opening two offline stores in Bengaluru and Hyderabad.
“These physical locations will help dispel the notion that Aristobrat is merely an Instagram brand, providing a tangible presence that fosters consumer trust. In Tier 2 and Tier 3 cities, we aim to be present online,” says Singh.
Category Expansion: Aristobrat is launching into
- Home Wear: Launching mid-2024
- Denims: Available by mid-2024
- Overshirts: Launching by end-2024
Geography Expansion: Aristobrat plans to
- Enter the Middle East: through strategic partnerships by 2025-26.
- International Shipping: expanding to include the Middle East and Canada.
- Tier 2 Cities: Targeting expansion into Tier 2 cities within India that have high disposable incomes.
Collaborations & Partnerships: Aristobrat is pursuing
- Franchise Partnerships: to facilitate offline expansion.
- Collaborations: with other brands, designers, and artists to launch new collections.
Annual Turnover
“Last year, Aristobrat’s annual turnover was approximately Rs 15 crore. This year, we are projected to reach between Rs 25 and Rs 30 crore. Over the next two years, we aim to double this figure, reflecting our strong growth trajectory and future potential,” says Singh.
