Founders of TSG International Marketing, which brings international fashion labels to India
Charu and Priya Sachdev brought high fashion from the runways to the neighbourhood. They did this in 2008 through Kitsch, a chain of multi-brand stores that house some of the biggest names in international fashion. Kitsch was a product of their entrepreneurial venture, TSG International Marketing. Part of The Sachdev Group of Industries, this vertical was created in 2004 to bring luxury fashion retail and distribution to India. Aided by Charu’s business acumen and Priya’s creative insights, the group joined forces with Italian luxury house Aeffe Fashion Group to bring the very best of highend fashion here.
“India is a growing market and our idea of luxury has come a long way. We have shifted focus from Louis Vuitton and Burberry to accept other luxury labels now,” says Priya. That’s where Kitsch came in. The multi-label outfit houses names like Alexander McQueen, Stella McCartney and Diane von Furstenberg, among others. “The luxury consumer base in India has been growing and people are more aware of international fashion and global trends,” she says, “The idea was to bring these names to the country for people who reserved their shopping excursions for when they travel abroad.”
After their success in Delhi, they brought Kitsch to Mumbai, where it was received with the same enthusiasm. Their sharp consumer insight and eye for quality makes their store stand apart. That and the fact that the store stocks some of the most coveted pieces.
Their latest venture, Rock N Shop, marks an interesting chapter in Indian luxury consumption. This online enterprise makes fashion labels accessible across the country. “We noticed that a lot of our customers would come from Tier 2 cities like Jaipur and Pune. With Rock N Shop we wanted to bring their favourite labels to them,” says Priya. The site also offers EMI options. The Rock section on the site functions like an online magazine and tells you about the latest trends. You can buy the pieces you see celebs wearing or find ways in which you could style your latest purchase. The sisters are icons of style in their own right. But when asked what her idea of luxury is, Priya voices a popular sentiment, “Time. That’s the ultimate luxury.”