To us, quality means suitability for use
Saggian Ventures is founded by a passionate group of friends united by a dream to make a difference in the world, using innovative thinking and cutting-edge technologies. Driven by the spirit of Sagittarius, they are committed to solving real-life problems and embodying a deep passion for betterment and honesty. In an interview with Fibre2Fashion, Founder Director Smitha Jacob talks about the activewear market in India.
Could you tell us about the founding story of Saggian Ventures and what inspired the name?
Before this venture, I worked with various multinational companies, but in the back of my mind, I always had a strong desire to become self-employed. So, I became a certified professional storyteller and started my own venture in 2018 and failed miserably. However, the arrival of COVID-19 changed everything, forcing me to exit my first venture. We, both founders were very much interested in sports and always wanted to contribute something related to sports, fitness and wellness. During the pandemic, we found the need for a premium activewear. So my co-founder and I founded Saggian Ventures to create a premium activewear brand for the Indian market. The name was inspired by the zodiac sign of the founders and our close associates, which is Sagittarius.
What are some of the key principles and values that drive your company?
Our products are manufactured in some of the world’s best factories, adhering to international standards for manufacturing and fair labour practices. We are committed to offering our customers high-quality products without compromising on standards. This means sourcing the right fabric, producing in the right factory, and maintaining affordability through efficiency.
At our company, we aim to provide true premium activewear at an affordable price. When we say ‘premium and affordable’, we mean using premium fabrics with added functionality and world-class designs, all made in top-tier factories.
As a woman and an entrepreneur, I strongly believe in empowering women in the workplace, particularly since I faced many challenges in the male-dominated construction industry during my early days in job. So in Jolger seventy per cent of our workforce is female, and we ensure that the factories from which we source employ at least 50 per cent women.
We hold equality as a core value, treating everyone equally regardless of their designation; the only differentiator is their level of responsibility.
Can you describe some of the challenges you faced in the early stages of building Saggian Ventures?
We launched our venture during the pandemic, and within a week, we were faced with the second and then the third lockdown. Challenges and restrictions were present at every turn, leading to delays in almost every aspect of our work. Sourcing materials from different parts of the world and producing them in one of the best manufacturing units in Jordan, we encountered difficulties with fabric selection, sampling, and shipping. These complications significantly delayed our market entry. Additionally, we struggled to find the right human resources and had to transition from a co-working space to a warehouse-cum-office space. After nearly 11 months since inception, we were finally able to launch our product in the market. This experience has fortified us, giving us the courage to face any challenge moving forward and taught us perseverance.
What sets Saggian Ventures apart from other companies in the same industry?
At Saggian Ventures, we design and source quality activewear for our customers at an affordable price. To us, quality means suitability for use. As we currently serve customers across India, we focus on providing the right fabric, fit, and size. India’s diversity, with various body shapes and a mix of traditional and non-traditional people with differing beliefs, requires special consideration. We ensure that every design takes into account these factors to provide the right product for our varied customers. We use lot of time and effort to source premium materials. Utilising performance premium fabrics and trims, we combine functionality with style and use world-class manufacturing facilities, machinery, and quality standards to offer the best product to our customers.
What was the motivation behind creating an activewear brand?
We initiated our venture during the pandemic, a time when people became more conscious about fitness. The pandemic provided many with the time to focus on themselves and reflect on their needs. We identified a gap in the market between premium, expensive activewear brands and low-cost, standard options. Concurrently, the rise in working from home created a demand for comfortable, premium, and affordable activewear items like T-shirts, joggers, leggings, crop tops, and shorts. These needed to be breathable and skin-friendly, suitable for all-day wear. This insight drove us to design an activewear range that not only offers excellent performance features but also can be worn in various settings, bridging the existing market gap.
What makes Jolger Activewear uniquely catered to the Indian body type?
India is renowned as a land filled with diversity, and this extends to the wide variation in body types across its regions. Recognising this diversity, not only in body types but also in regional buying patterns, styles, colours, and perceptions, we launched Jolger Activewear a year ago. By paying meticulous attention to detail and ensuring the quality of our products in terms of functionality, style, and comfort, we set ourselves apart. Our research has provided us with valuable insights into the specific pain points of the Indian body type and fit, and we have tailored our designs accordingly to suit various body shapes. This unique approach to understanding and catering to the Indian body makes Jolger Activewear an ideal choice for those seeking activewear that truly fits.
What were some of the key findings from your market research that helped shape the development of Jolger Activewear?
1. There was a distinct lack of affordable premium activewear that successfully combined functionality, comfort, and style.
2. A significant discovery was that all premium products were expensive, placing them out of reach for the majority of consumers, while affordable options were lacking in quality of material and workmanship. We identified this gap and developed a product that is both premium and affordable.
3. We also observed that many activewear brands were not catering to the varied body shapes found in India. By identifying the specific pain points of consumers, we were able to design fits that suit different body types, thus addressing a previously unmet need in the market.
How do you balance functionality with style when designing your activewear line?
Choosing the right fabric with enhanced features is the key to balancing functionality and style. We continually build in-depth customer insights on their needs and put all our efforts into incorporating them into our products. Thoughtfully placed storage space, innovative seams for easy movement, and reflective elements for low-light visibility all contribute to the functionality without disrupting the aesthetics of a product.
What can customers expect from Jolger Activewear in the near future? Any exciting updates you can share?
Our process involves continuously researching, analysing, and implementing the newest and most relevant technology and trends into our products. We strive to keep creating activewear that resonates with modern consumers, stitched with the innovations of the future. We are also working tirelessly to introduce sustainable products to our range.
As the trend is moving towards comfortable wear for both workout and workspace, we are curating styles that combine the essential features of activewear with the aesthetics of workwear.
How have your past experiences shaped your approach to entrepreneurship?
Since I started my career at the junior management level, I received substantial exposure to managing key accounts, and this has had a significant impact on me as an entrepreneur.
My co-founder, with more than 20 years of experience as an entrepreneur and a successful exit from a software company he co-founded (which was sold to one of the biggest conglomerates in India), also contributes to our entrepreneurial approach.
What is the best piece of business advice you have ever received and why did it resonate with you?
The best piece of advice I received is to “believe in yourself and your dreams, play your part, and be patient.” This resonated with me because it embodies a philosophy of self-trust and persistence that is essential for success in business.
Can you name a leader or business person you admire and share why they inspire you?
Ratan Tata inspires me for several reasons:
• His commitment to ethics.
• His belief that an organisation’s products and employees are equally important for an entrepreneur.
• His ability to be innovative and make fast decisions.
What do you consider the biggest challenges facing startups today, and how do you suggest they overcome them?
1. Winning the trust of customers.
2. Startups may have a good product or service; their challenges often lie in finding the right marketing partner to effectively communicate their value.
3. Finding the ideal location for business operations.
4. Onboarding on to premium fashion specific marketplaces.
5. Distributors demanding higher margins.
6. Limitations in funds for branding and storytelling in the D2C market.
7. Recruiting the right talent, as many individuals aspire to work with established companies.
8. Founders becoming consumed with the day-to-day grind.
To overcome these challenges, it is essential to focus on the larger goals and work diligently towards achieving them, without being derailed by these obstacles.
How do you see the activewear market evolving in the coming years, especially in the context of emerging fitness trends?
1. Activewear is set to become even more functional, with an increasing emphasis on style. Following the trend in Western countries, where activewear is used for various occasions like travel, casual outings, and even office wear, this trend will likely increase exponentially in India as well.
2. Inclusivity will continue to be an essential aspect of activewear. Merely advocating for body positivity will not be sufficient; products must be continually designed with a diversity of body types in mind. Consumers should feel a sense of inclusion when they purchase products, and this will become even more critical in the future.
3. In a world awash with fast fashion, consumers are increasingly inclined to make fewer purchases over longer periods. For manufacturers, this means designing products with longevity in mind. In the realm of activewear, this translates to creating items with the highest possible durability.
4. We are also witnessing a trend towards using more sustainable products, with many items made from recycled materials. In our upcoming collections, 50 per cent of the products will have recycled fabric, reflecting this growing emphasis on sustainability.
What aspects do you think consumers prioritise the most when choosing activewear and how does your company meet these needs?
Customers typically look for style, quality, fit, functionality, durability and value for money when choosing activewear.
We continually work to identify the latest trends emerging in the market and the specific needs of Indian customers. By doing so, we are able to create products that meet both these considerations, ensuring that our activewear not only aligns with current fashion but also provides the practicality and quality that consumers expect. In this way, we strive to offer more than what our customers pay for, delivering an exceptional combination of style and functionality.
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