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Marking its entry into the consumer retail space, Mumbai headquartered SanRaj Group has launched 31 Labels, a digital first curated fashion platform designed for the Indian woman.
With the launch of 31 Labels, SanRaj Group is expanding beyond its predominantly B2B portfolio into a consumer facing fashion retail vertical. The platform, now live at 31labels.com, offers a carefully curated selection of homegrown Indian labels, built around the proposition that selectivity, rather than abundance, is at the heart of the shopping experience.
The Group’s move into fashion retail draws on its experience in understanding premium consumers through its established presence in the hospitality sector. Having spent over a decade creating experiences centred around occasions, lifestyle and premium service, SanRaj Group identified an opportunity to extend this consumer understanding to the fashion space.
“Hospitality has always been the business of occasions. We know what a brunch is, what a sundowner is, what a weekend away is – we have been staging those moments for over a decade. 31 Labels dresses them. It is the same lifestyle, seen from the other side,” says Rajdip/Sandip Gupta, Co-Founder, SanRaj Group.
Positioning itself in an underserved segment of India’s fashion market, 31 Labels is targeting the space between occasion wear and imported global luxury. According to the Group, this represents the part of the modern Indian woman’s wardrobe that is worn most frequently but has received relatively limited attention from fashion platforms with a clearly defined point of view.
The platform is positioned as a curated bridge to luxury marketplace, bringing together homegrown Indian labels chosen for their design, craftsmanship and relevance to the lifestyle of the contemporary consumer. Moving beyond conventional category based fashion retail, 31 Labels organises its offering around different moments and lifestyles through curated selections such as The Work Edit, The Brunch Edit, The Travel Edit and The Evening Edit.
At the core of its proposition is the belief that an abundance of choices has made fashion discovery increasingly challenging. Through a deliberately selective assortment, human guidance, editorial curation and an experience led approach, 31 Labels aims to make discovering and shopping fashion more intuitive and meaningful.
“Choice is no longer the luxury – choice is the labour,” says Anushka Gupta, Founder. “The market did not need another brand. It needed someone to do the deciding. That’s all curation is – not gatekeeping, not exclusivity. Simply someone is deciding for you, so getting dressed can go back to being the fun part.”
As consumer preferences, discovery and experience play an increasingly important role in shaping premium retail, SanRaj Group is looking to carve out a distinct position in the fashion space through 31 Labels. The platform currently operates as a digital only marketplace, bringing together a curated selection of fashion brands for the evolving Indian consumer.
Going forward, 31 Labels aims to establish itself as a trusted destination for premium fashion discovery in India, offering consumers access to the best of homegrown Indian design and, eventually, a wider selection of global labels.
