Swtantra Brands, a fast emerging group of digital-first brands launched in 2019, has recently entered the casual men's wear market. Men's wear is perhaps one of the most competitive spaces in the fashion industry; Sundarbanns is Swtantra Brand's bid to rejig the market.
The men's casual/semi-casual wear market is dominated by large brands controlled mainly by large conglomerates such as the Aditya Birla Group, Reliance, Arvind Brands & so on and henceforth. The majority of these brands are mass-market & cater to audiences that are spread out across the country. Hence, the design sensibilities of these brands are kept broad in general to appease the greater public.
Sundarbanns, on the other hand, is solely targeting the fast-growing, design-conscious urban populations primarily residing in the metropolitan areas of the country. Today, most urban people are looking for unique, differentiated products that stand out; fabrics, make quality, unique colors, differentiated trims & accessories are now essential for the social media powered generation. Sundarbanns, as a brand, is focussing on these exact requirements. As per the CEO & co-founder of Swtantra Brands, Sundarbanns's parent company, Aditya Ranjan Sinha Roy, Sundarbanns concentrates solely on these pain points to deliver a product significantly superior than its competitors. Differentiated trims, adding new colors to men’s wardrobes, experimenting with new fabrics are all at the heart of Sundarbanns design innovation & is making it stand out amongst the plethora of brands in the market.
As part of the expansion plans, the company has recently launched their website & are now in talk with large marketplaces to launch the brand on them in the upcoming months. The company's efforts are in line to persify into the western wear market from their existing established brands in the ethnic space, Swtantra & Triyah. The company also plans to launch a new brand, Cleorra in the women’s western wear space shortly.