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Antibrnd, a marketplace aiming to disrupt the luxury manufacturing and retail industry in India, has launched with a unique proposition where they offer logo-less designer garments and homeware produced in the same factories as luxury brands, but at significantly more affordable prices.
Antibrnd’s disruptive approach to the luxury supply chain in India has the potential to challenge the conventional pricing models and brand-centric culture prevalent in the industry.
In a press release, the company highlighted that customers can enjoy the same high-quality materials and craftsmanship as luxury brands, but without the hefty price tag associated with branded goods.
Antibrnd’s approach is based on the idea that customers should be able to access luxury-quality products without paying for the brand name. The marketplace currently offers a wide range of products, including shirts, bedding, scented candles, bamboo towels, and T-shirts. By eliminating the branding and associated costs, Antibrnd can offer these products at a fraction of the price of their branded counterparts.
“Imagine walking into the factory that makes shirts for Hugo Boss and asking them to make you a black shirt,” announced Antibrnd in a press release. “You want the same exact high-quality materials, the same meticulous craftsmanship, similar designs. The only thing that is missing is the big logo. If you paid the shirt maker fairly for the materials and the labour, the shirt would run you about Rs. 1,200, which is a tiny fraction of a Rs. 16,000 shirt you would pick up at a Hugo Boss Store.”
Antibrnd has already attracted support from early team members of Flipkart and Myntra, two prominent e-commerce platforms in India. Mekin Maheshwari and Radhakrishna Karumanchi, associated with Flipkart and Myntra, respectively, have backed the new venture. The marketplace currently offers over 80 products from multiple manufacturers and has experienced rapid growth since its launch.
The company is actively working on expanding its product range. Antibrnd aims to offer shirts and jackets manufactured by the same companies that produce for luxury brands like Hugo Boss, Wrangler, Lee Karl Lagerfeld, as well as bedsheets made from fabrics used by Wellspun. Additionally, the company plans to provide luxury-quality scented candles to cater to customers’ diverse needs and preferences.