1.4 billion people, a growing middle class with increasing disposable income. India, the world’s largest democracy, attracts many investors because of its large sales market, including in the clothing sector. But a lot of things are unorganized, the infrastructure leaves a lot to be desired, and even the smallest concerns often take time…
The Shirt Dandy is a start-up that has taken the plunge – the Austrian company makes made-to-measure shirts for men in India. A daring venture or a clearly calculated risk with a chance of success? FashionUnited spoke to Thomas Hebenstreit, founder of The Shirt Dandy, about the idea behind the start-up and the challenges and opportunities of the Indian market.
Mr. Hebenstreit, trying to sell men made-to-measure shirts in India, the land of made-to-measure and quick changes – isn’t that like offering refrigerators in the Arctic?
Yes, maybe at first glance. And I have to admit that we initially planned the more traditional business model: produce in India and then sell in Germany or Europe. But the supply chain is long and therefore not really sustainable. The logistics were also difficult.
And then you thought, why not sell it in India?
Something like that. India has a high population density and a high growth rate of almost 9 percent. Purchasing power also increases. This combination is not found everywhere.
But India is still not an easy market, you have to know it. How did you come across India?
I knew the country. I come from the economics corner, management and finance and lived in Delhi for some time in 2022. The Shirt Dandy is now based in Gurgaon near Delhi and employs seven people there.
And how exactly does The Shirt Dandy order work?
You can order our specialist to your home via the website, who will then take the measurements in around 20 minutes. The customer can then choose the material and get advice. The finished shirt will then be delivered within 7-10 days.
That’s pretty quick.
Yes, because several employees work on one shirt in a process with different steps.
And if the finished shirt doesn’t fit exactly?
If the first shirt doesn’t fit, you can quickly have alterations made; for minor changes immediately or otherwise within a few days. That was also one reason why we decided against the European market – in Austria, for example, you have to wait three months for such a change, which is simply too long. In addition, the staff that would be needed for personal measurements is expensive.
It’s even easier for returning customers – they can access their saved data using their customer number and enter the details they want for their new shirt.
And if a customer prefers to order contactless?
It’s good that you asked – this will be possible from the end of October with the relaunch of our website. Customers can then take a photo or photos and upload them via the WebApp. By the way, none of these photos are saved.
Using our first 3D configurator, which was also introduced in October in collaboration with the Italian company Reda, the exact measurements are then created and the process continues in the same way as when taking measurements in person.
How much does a custom-made shirt like this cost?
The Shirt Dandy is very competitive when it comes to pricing. This starts from 3,500 rupees (around 40 euros) up to 12,000 rupees (around 137 euros), depending on the personalization, i.e. with a monogram, a specific collar, cuffs, and the like.
This individualization is also an incentive, after all, no one wants to be like everyone else. The trend towards increasing individualization coincides with the technical progress that makes this possible. So this is the ideal time for us to enter the market.
Keyword competition – Indian men are very demanding when it comes to shirts, whether for the office, for leisure or for formal occasions. Established Indian brands such as Aditya Birla’s Louis Philippe and Allen Solly are valued, as is the US brand Arrow, distributed by Arvind Lifestyle Brands.
Yes, that’s true, but we offer a premium product at a competitive price and free changes for life. So when someone gets taller, loses or gains weight.
This isn’t offered everywhere, you’re right. Keyword sizes – do you work with specific size specifications?
No, everything is made-to-measure, so there are no sizing templates.
What is more democratic and goes into the area of body positivity – no one has to force themselves into limited size templates from XS to XL.
Do you think there could soon be imitators with this concept, i.e. producing it for the Indian market with European know-how?
It’s not that easy – the way we work in India is completely different. You have to know them, you have to have been here before. Also very important: you have to have the right partners on site.
Keyword partners: Where do you have it manufactured?
We produce internally in a factory in Bangalore. I was there and looked at everything. It’s very advanced, better than usual. For example, almost all energy needs are met by solar energy, which comes from solar panels on the factory’s roof. In addition, the entire value chain is in India, which was very important to us, including the raw materials.
What do you use as raw material for the shirts, cotton?
Cotton from India, but also Tencel from Lenzing and bamboo, which grows back very quickly. We pay attention to environmentally friendly materials and consciously avoid polyester blends. We attach great importance to sourcing locally, producing locally and selling locally.
That sounds sustainable, as does manufacturing to order.
Yes, exactly, we follow a pure made-to-order model, so in that sense there is no inventory because customers only buy when they need something. Made-to-measure products also fit better, so customers generally use fewer shirts. In addition, each of our products is provided with information about which material was used, what its composition is, and what color it is. This makes it easier for later recycling.
Customers also have the opportunity to return their old clothing and receive a 5 percent discount on their next orders.
And how can potential customers come to The Shirt Dandy?
We advertise on social media – on Instagram and Facebook, for example – and target our target groups very specifically.
We are also planning our first store in Gurgaon. However, we are still in the evaluation phase and think that this will become a reality in the first half of 2024.
What else does the future hold for The Shirt Dandy, blouses for women perhaps?
Yes, blouses for women are not excluded, especially in the area of shirts/blouses from companies as an “employee benefit” to all employees.
We also plan to become fully certified soon to officially demonstrate our efforts in the areas of sustainability, social responsibility and fair working conditions.
As far as offerings go, we think we’ll evolve within 24 months – perhaps expanding into chinos and polos, also more formal wear, but nothing traditional. The tried and tested colors are retained – i.e. white, blue and pink for the shirts.
Finally, the question that usually starts a conversation like this – what made you start The Shirt Dandy?
The Shirt Dandy was born out of a personal need – spending three hours searching for a good, well-fitting shirt is simply not possible, so we wanted to help.
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