SASSAFRAS
SASSAFRAS is an Indian digital first fashion brand founded in 2015 by Rimjhim and Ketan Jaggi. It makes trend led apparel for young women and has added ethnic fusion, teenwear and menswear sub brands.
| Founded | 2015 |
|---|---|
| Founders | Rimjhim Jaggi, Ketan Jaggi |
| Sub brands | Shae, Noh.Voh, MASCLN |
| Origin | India |
| Website | sassafras.in |
What is SASSAFRAS?
SASSAFRAS is an Indian fashion label started in 2015 by co founders Rimjhim Jaggi and Ketan Jaggi, with the aim of giving young Indian women fashionable clothing. Rimjhim leads product development, design and sourcing, while Ketan runs marketing, finance and operations.
Products and positioning
The brand describes its range as versatile and jazzy, targeting style conscious young women in the mass premium segment who are willing to take fashion risks. It adds roughly 300 new styles each month across four to five themes.
- Shae: ethnic fusion, launched 2020
- Noh.Voh: teenwear, launched 2021
- MASCLN: menswear, launched 2021
Distribution
SASSAFRAS began as a seller on online marketplaces and has since added its own direct to consumer channel. Its marketing focuses on high traffic platforms such as Myntra, Instagram and Google, supported by influencer campaigns.
Why it matters
The brand illustrates the marketplace first route many Indian fashion labels have taken, using fast product drops and data driven marketing before building their own channels.
Frequently asked questions
Who founded SASSAFRAS?
SASSAFRAS was founded in 2015 by Rimjhim Jaggi and Ketan Jaggi.
What does SASSAFRAS sell?
It sells trend led western wear for young women, plus ethnic fusion, teenwear and menswear through its sub brands.