An Austrian start-up, The Shirt Dandy, is making inroads into the Indian apparel market by offering customised shirts for men. With India’s vast population of over 1.4 billion people and a growing middle class witnessing increased disposable income, the country presents a lucrative opportunity for clothing businesses.
Founder Thomas Hebenstreit, shared insights, stating, “India boasts high population density, remarkable growth rates nearing 9 per cent, and increasing purchasing power—a unique combination not easily found elsewhere.”
Addressing India’s complexities, Thomas emphasised his familiarity with the country, having a background in business, management, and finance, and having resided in Delhi in 2022. The Shirt Dandy’s headquarters now nestles in Gurgaon, employing seven skilled professionals.
The Shirt Dandy’s business model revolves around offering a seamless ordering process for customers. Through their website, customers can schedule appointments with specialists who conduct home visits to take precise measurements and assist in fabric selection. The custom-made shirts are then delivered within 7-10 days, catering to the increasing demand for personalized clothing options.
In terms of pricing, the start-up provides competitive options, depending on customisation preferences such as monograms, collars, and cuffs. The company’s manufacturing operations are based in Bangalore, where the production facility relies on the intensive use of solar energy.
Furthermore, the entire value chain, from raw materials to production, is indigenous to India.
