Some stories often unfold like well-rehearsed scripts, following predictable arcs of success. Yet, occasionally, a narrative emerges that defies convention, weaving together disparate elements into a thread of innovation and determination. Such is the tale of Karan Singh, the founder of Aristobrat, a man whose journey from cricket fields to corporate corridors has been anything but ordinary.
Aristobrat’s genesis lies in the nuanced interplay between personal passion and professional acumen. This journey begins with the crack of a cricket bat and culminates in creating a fashion empire. It is a story of reinvention and resilience, where the pursuit of sporting glory transforms into a quest for entrepreneurial excellence.
This is not merely a story of business; it is a narrative of evolution, of a man who dared to defy the status quo and forge a path uniquely his own. Join me as we unravel the story behind Aristobrat, a brand that embodies the spirit of innovation and the essence of individuality.
Q: Can you tell us about your career journey and what led you to start Aristobrat?
A: I started my career as a cricketer in Karnataka about 10-12 years ago. After considering my options, I decided to pursue an MBA in management and finance from a tier-two college in Bangalore. Following my graduation, I worked at Société Générale in Europe, where I was influenced by European fashion sensibilities, particularly their minimalist style. Upon my return to India, I co-founded a software services company before transitioning to focus on Aristobrat, inspired by the idea of simple, enjoyable dressing and slow fashion.
Q: Is there a story behind the name “Aristobrat”?
A: Yes, the name is coined after two of my favourite characters: Daniel Craig as James Bond for his style and Tony Stark for his stylish, slightly bratty nature. Combining these characters gives us the modern gentleman, an Aristocrat. The man of today that is going to influence the generations of tomorrow.
Q: How did you finance Aristobrat when you first started?
A: Aristobrat was launched in 2019, just before COVID-19, with an initial investment of one lakh rupees. Leveraging my finance background, I raised capital by approaching a private investor to purchase inventory on my behalf, offering to pay back with a 10% margin over four to six months. This strategy, known as bill discounting or factoring, allowed us to generate about 50-60 lakhs of capital without traditional financing methods. Eventually, the investor converted his remaining credit into equity, showing confidence in the business.
Q: What is the focus of Aristobrat, and how has it grown since its inception?
A: Aristobrat focuses on educating men about building a thoughtful wardrobe, promoting the idea of doing more with less by choosing versatile clothing with high repeat value. The brand has grown significantly, achieving a 100% year-on-year increase. Starting with a revenue of 25 lakhs, Aristobrat now clocks around 15-20 crore, with plans to double this figure. The journey has been fulfilling and successful, with the company remaining bootstrapped and supported by a strong team, poised for further expansion.
Q: Why did you choose to focus on slow fashion in such a fast-changing market?
A: A lot of people chase change, but I chase the constant. Timeless clothing is always going to be there. Streetwear and pop culture come and go, but good, timeless clothing remains. In a famous interview, Jeff Bezos said he focuses on what doesn’t change because that’s where the opportunity is. We’re doing the same thing. We have about 54 styles and with just these styles, we’re able to generate significant revenue.
Q: What is the primary target market for Aristobrat?
A: Our primary target market is men aged 23 to 37. Recently, we’ve seen a shift where people aged 37 to 46 also shop with us. We’re positioned as an affordable luxury brand, so we don’t appeal much to those below 23 due to our pricing.
Q: How has the journey been for Aristobrat over the past five years?
A: It’s been a rollercoaster ride. We can almost minus two years because of COVID-19, which hit us hard. Business was down, and it was very uncertain. But we’ve picked up and are doing well now. We’ve learned a lot, overcome challenges, and have no overstocking issues. Our inventory management is excellent, and we have a zero-dead stock policy. We operate on just-in-time inventory, replenishing stock every month. Overall, it’s been a very fulfilling journey.
Q: What is the long-term vision for Aristobrat?
A: We want people in Europe and the USA to want to buy Aristobrat. Our immediate plan includes expanding to other luxury marketplaces and opening three stores in Bangalore, Hyderabad, and Mumbai this year. Next year, we’ll move into a franchise model to help us expand further. We’ve received interest from Dubai, Iran, and Canada, but we want to establish a strong base in India first before moving internationally.
Q: How does Aristobrat differentiate itself from competitors?
A: We’re one of the few brands focusing on slow fashion and timeless clothing. We don’t chase fast fashion trends. Our product differentiation involves making basic clothing better. For example, our formal shirts have snap buttons for ease, and we have hybrid pants that look like trousers but feel like joggers. We also use unique fabrics, like tensile cotton from Austria, which is sustainable. Our repeat customer rate is 41%, showing that people keep coming back for our products. Price-wise, we fit in the affordable luxury segment, offering high-quality products at one-third the cost of brands like Massimo Dutti.
Q: How does Aristobrat’s vision influence its day-to-day operations and decision-making?
A: Our vision of promoting slow fashion and zero dead stock means the entire team works together to understand what categories work, eliminate those that don’t, and keep waste minimal. We maintain lean manufacturing and work with the best manufacturers to provide great quality. Everyone in the team is committed to providing a great customer experience, influencing their families and friends to invest in timeless clothing rather than fast fashion.
Q: Can you share some specific initiatives or projects key to Aristobrat’s growth strategy?
A: One significant initiative was avoiding marketplaces too early in our growth stage. Marketplaces often push for lower prices, which can dilute a brand. We focused on building our brand identity first, which might have slowed our growth initially but allowed us to provide quality products. Now, we’re on marketplaces and growing well. We believe in building a strong brand first and then expanding to multiple sales channels.
Q: What role does innovation play in Aristobrat’s growth strategy?
A: Innovation is crucial, especially in our product development and supply chain. We develop our fabrics and blends, investing in large quantities to ensure faster product launches. This strategy reduces the turnaround time from 90-120 days to 30 days, allowing us to maintain just-in-time inventory and adapt quickly to demand and supply changes. This flexibility helps us avoid unsold inventory and the need to sell at lower prices.
Q: Can you discuss any strategic partnerships or collaborations Aristobrat has formed to support its growth?
A: A recent collaboration with Myntra has been very successful. Our return rate on Myntra is lower than the industry standard, and they are very happy with our performance. We’ve been working on collaborative marketing efforts with them to grow the business, and it’s been a mutually beneficial partnership.
Q: What are the biggest challenges Aristobrat anticipates in achieving its growth goals, and how does the company plan to address them?
A: The biggest challenge today is finding good talent. People are essential for our growth, and attracting the right talent is critical. We’re continuously working on building a strong team and providing them with the right environment and opportunities to grow with us.
Q: How do you manage customer feedback and incorporate it into your product development?
A: Customer feedback is invaluable to us. We actively listen to our customers and take their feedback seriously. Whether it’s through direct communication, social media, or reviews, we gather insights on what they like, what they don’t, and what improvements they want to see. This feedback directly influences our product development process. For instance, based on customer suggestions, we’ve introduced more versatile clothing options and improved the fit and comfort of our garments.
Q: What role does sustainability play in Aristobrat’s operations?
A: Sustainability is at the core of our operations. We prioritize using eco-friendly materials like tensile cotton and other sustainable fabrics. Our commitment to slow fashion means we produce only what we need, reducing waste and ensuring quality. We aim to create timeless pieces that customers can wear for years, contributing to a more sustainable fashion industry.
Q: How do you ensure quality control in your manufacturing process?
A: We work closely with our manufacturers, all of whom have high standards and experience working with top international brands. We have a rigorous quality control process, including multiple rounds of checks and balances at different stages of production. Our team conducts regular inspections to ensure that every piece meets our quality standards before it reaches the customer.
Q: What can we expect from Aristobrat soon?
A: Soon, you can expect to see us expanding our presence in luxury marketplaces and opening new stores in major cities across India. We also plan to introduce new product lines and collaborations that align with our brand’s ethos. Our goal is to continue providing high-quality, timeless fashion that resonates with our customers and sets new standards in the industry.
Q: What advice would you give to aspiring entrepreneurs in the fashion industry?
A: Focus on creating value and building a strong brand identity. Don’t chase trends; instead, focus on what remains constant and timeless. Understand your market and customers deeply, and always prioritize quality over quantity. Building a successful brand takes time, patience, and perseverance, so stay committed to your vision and adapt as you learn and grow.
