We craft pieces that are both timeless and wearable
Saundh is an earthy, contemporary fashion brand inspired by the raw beauty of nature—its name evoking the scent of rain-soaked soil. Blending traditional aesthetics with global sensibilities, Saundh offers finely crafted women’s and men’s wear, from kurtis and lehengas to Indo-fusion sets, rooted in authenticity, elegance, and accessible luxury. In an interview with Fibre2Fashion, Founder Sarabjeet Saluja shares insights on Saundh’s vision of blending artisanal roots with modern design, the role of heritage in mainstream fashion, and the brand’s approach to sustainability, storytelling, and global relevance.
What role do you think traditional Indian crafts and artisan techniques will play in the future of mainstream fashion?
Traditional Indian crafts and artisan techniques will play a vital role in shaping the future of mainstream fashion. As consumers increasingly value authenticity, sustainability, and cultural depth, the relevance of handcrafted, heritage-led fashion continues to grow. These techniques not only preserve India’s rich cultural legacy but also bring uniqueness and character to modern designs.
Can heritage and scale co-exist?
Heritage and scale can absolutely co-exist when approached with intention and respect. By integrating artisan practices into contemporary design processes and supporting them with responsible production models, brands can achieve both artistic integrity and commercial viability. The key lies in innovation, fair collaboration, and building systems that empower artisans while meeting the demands of a global fashion audience.
How is the industry addressing the growing consumer demand for sustainability without compromising on design appeal or affordability?
To meet the growing consumer demands for sustainability, the industry is rethinking every stage of product development, without compromising on the design or affordability. Brands are embracing recycled, organic, and bio-based materials that not only reduce the environmental impact but also offer premium aesthetics and durability. Transparency has become a cornerstone of this shift, with companies openly sharing sourcing, production methods, and material origins to build consumer trust. Design innovation and digital technologies are enabling smarter, more efficient production, helping to lower costs while maintaining visual and functional appeal. Sustainability is no longer a compromise, it is becoming a core element of modern, desirable design.
Saundh was envisioned as a bridge between tradition and contemporary design. What inspired you to create a brand that merges artisanal roots with modern aesthetics?
Saundh was born from a vision to redefine everyday luxury by blending craftsmanship with modern design. We saw a gap between high-end couture and mass-produced fashion and wanted to create a space where artisanal techniques could be made accessible without compromising on quality or design. The aim has always been to strike a balance between tradition and contemporary aesthetics as well as quality design and affordability. By combining intricate detailing, textile innovation, and refined silhouettes, we craft pieces that are both timeless and wearable. Inspired by India’s rich cultural heritage, each collection reflects a modern, global sensibility, celebrating the past while resonating with today’s fashion-forward audience.
The name ‘Saundh’ evokes a sensory experience—the smell of earth after rain. How does this emotion translate into your brand philosophy and design process?
The name Saundh, inspired by the nostalgic scent of earth after the first rain captures the essence of our brand philosophy: grounding, renewal, and a deep connection to nature. This emotion is brought to life through our signature fragrance, Wandering Woods, created with Ambrosial Fragrances of Heaven. Diffused across all Saundh arthouses, its rich, earthy notes of cedar, sandalwood, oud, and patchouli mirror the raw beauty of soil meeting rain. Our design process follows the same ethos. From textiles to silhouettes, every detail blends tradition with a modern touch, evoking elegance rooted in the earth. To extend this experience beyond the store, every shopping bag includes The Sugandh Satchel, a potpourri pouch infused with Wandering Woods so customers can take a piece of Saundh home. Ultimately, Saundh is more than a name; it is a sensory journey and a lasting emotional connection woven into everything we create.
Your collections often carry poetic names. How do you approach storytelling through fashion, and what role does Indian heritage play in shaping each narrative?
At Saundh, storytelling lies at the core of our design philosophy. Each collection begins with a thoughtfully crafted narrative that sets the emotional and visual tone before we even begin designing. These stories guide everything we create, allowing us to offer more than just garments; they become expressions of mood, memory, and meaning. The names of our collections are intentionally poetic, reflecting the essence of the story we want to tell. Whether through campaign films, behind-the-scenes content, or designer insights, we use our platforms as editorial spaces to bring these narratives to life. It is this storytelling approach that allows us to build deeper connections with our audience, inviting them into the world of Saundh rather than simply offering products. Indian heritage is a constant source of inspiration and shapes every narrative we create. The art, craft, and cultural richness of India inform our prints, motifs, and techniques. Each collection is a contemporary interpretation of traditional elements, rooted in our history yet designed for the present.
This blend of storytelling and heritage helps in creating experiences that stay with our customers and reflect the soul of Saundh.
Could you walk us through how a Saundh print comes to life—from concept to creation?
At Saundh, every print begins with a spark of inspiration, often drawn from India’s rich cultural heritage, history, or traditional art forms. This initial idea becomes the foundation for a larger narrative, around which the entire collection is built. We begin by selecting a craft technique or artistic tradition that aligns with the story we want to tell, allowing both the inspiration and the chosen art form to shape the soul of the collection.
This layered narrative informs not only the visual language of the prints but also the surface techniques and textile treatments used throughout the line. From there, our design process becomes a deeply collaborative journey. Our team of researchers, designers, illustrators, and craftsmen work in close sync in translating the story into hand-drawn sketches, motifs, and patterns. These illustrations are then refined and digitally rendered to ensure they retain their intricacy and emotion while becoming production-ready. It is a process that balances intuition with precision, artistry with innovation.
Ultimately, a Saundh print is more than just a visual. It is a seamless blend of traditional inspiration and contemporary design.
What motivated you to keep production in-house, and how has that helped shape quality and innovation?
One of Saundh’s greatest strengths lies in keeping the production entirely in-house. This gives us complete ownership of our product, from design to final execution which ensures not only uncompromised quality but also allows for true creative freedom. We are not dependent on external vendors, which means we can innovate, maintain consistency, and bring our vision to life exactly as imagined. It also protects the uniqueness of our work, making it difficult to replicate and helps in preserving a distinct identity of the brand.
How do you incorporate Indian crafts and techniques like hand embroidery or fabric manipulation into collections while maintaining a globally relevant design language?
At Saundh, we honour Indian crafts by thoughtfully incorporating traditional techniques like hand embroidery, fabric manipulation, and surface texturing into our collections. These elements bring depth, authenticity, and a sense of heritage to our designs. However, to maintain a globally relevant aesthetic, we pair these artisanal details with contemporary silhouettes, modern cuts, and a refined, versatile colour palette. This balance ensures that while the craftsmanship stays rooted in Indian tradition, the overall design language feels fresh, wearable, and globally appealing.
How have you approached omnichannel retailing, and what have been the key lessons from your expansion journey?
Omnichannel retailing has been a key part of Saundh’s growth strategy. We recognise the unique value each platform brings. Our physical stores offer an immersive, sensory experience that reflects the heart of the brand, while our digital presence provides accessibility and convenience for a wider audience. By integrating both, we have been able to create a seamless and flexible shopping journey, allowing customers to engage with Saundh in the way that suits them best. Whether it is exploring collections in-store or shopping online, the experience remains consistent and connected. One of the biggest lessons from our expansion has been the importance of adaptability, understanding regional preferences, investing in technology, and maintaining brand consistency across all touchpoints. This approach has not only expanded our reach but also deepened our relationship with our customers, wherever they choose to connect with us.
What does your team observe about consumer preferences across metro and tier-2 cities, especially when it comes to premium fusion wear?
We have observed that consumer preferences in both metro and tier 2 cities are aligning increasingly, especially in the premium fusion wear segment. While metro cities have traditionally led the way in adopting contemporary styles, customers in tier 2 cities are now equally interested. Consumers across both markets are showing a strong preference for quality, craftsmanship, and originality. They are looking for meaningful fashion that reflects their individuality, and premium fusion wear is meeting that demand with great success.
Consumers today are more conscious about ethical fashion. How is Saundh approaching sustainability, both in materials and business practices?
At Saundh, sustainability is approached with both intention and responsibility. We focus on consciously sourced materials, with recent collections incorporating eco-friendly fibres like Bemberg cotton. But for us, sustainability goes beyond fabrics, it is about creating with purpose and longevity. We believe in designing clothes that are built to last, both in quality and style. Every piece is carefully crafted to be timeless, encouraging mindful consumption over fast fashion. Our emphasis on detailed craftsmanship ensures that each garment can be cherished, re-worn, and even passed down.
What are the biggest challenges for Indian designer-led brands in maintaining authenticity while scaling across diverse markets and cultures?
A primary concern is balancing core Indian aesthetics with the cultural sensibilities of new audiences, ensuring that the brand identity remains intact. Adapting traditional designs to suit global tastes without losing originality is complex, as is maintaining artisanal quality at scale.
How do you see the demand for contemporary Indian ethnic wear evolving among millennials and Gen Z, both in India and globally?
The demand for contemporary Indian ethnic wear among millennials and Gen Z is growing steadily, both in India and globally. This generation seeks a balance between cultural identity and modern expression. They appreciate designs that are rooted in tradition but are versatile, comfortable, and suited to their evolving lifestyles. Whether in India or among the diaspora, there is a strong desire to stay connected to heritage while embracing global fashion sensibilities. Contemporary ethnic wear allows them to do exactly that, making it a preferred choice for both everyday and occasion wear. We see this shift as a long-term movement rather than a passing trend.
With the rise of direct-to-consumer (D2C) brands and social commerce, how is digital transformation reshaping the fashion retail experience in India?
Digital transformation has significantly reshaped the fashion retail experience in India, especially with the rise of D2C brands and social commerce. Today, consumers expect a seamless, personalised, and engaging shopping journey across digital platforms. D2C models allow brands to build stronger relationships with their audience, gather real-time feedback, and respond quickly to changing preferences. Social media has become both a discovery and commerce platform, where storytelling, visual content, and influencer engagement directly influence purchasing decisions. This shift has made fashion more accessible, transparent, and dynamic, opening up new opportunities for brands to connect with a wider and more diverse consumer base.
Finally, what is your vision for Saundh in the next five years? Are we likely to see international expansions or new product categories?
Over the next five years, our vision for Saundh is to continue evolving as a brand that redefines everyday luxury while staying rooted in artisanal craftsmanship. We see ourselves expanding not just in scale, but in experience, strengthening our presence across India and making a more pronounced entry into international markets. Our growth strategy focuses on both geographical expansion and category diversification. While we plan to increase our retail footprint in key cities and enhance our digital platforms for a seamless omnichannel experience, we are also exploring new product categories that align with our design philosophy. This includes future ventures into home textiles, accessories, and bespoke offerings. Ultimately, our aim is to build an immersive brand universe where fashion, culture, and storytelling come together, making Saundh a globally recognised name in thoughtful, design-led fashion.
