Starting With ₹5 Lakh Initial Investment, Jaipur-based Uncle-Nephew Duo Builds a ₹70 Crore Turnover Fashion Startup

In the bustling pink city of Jaipur, amid the pandemic-induced uncertainty of 2020, a unique startup was born—Sanskruti Homes.

What started as a small home furnishing brand quickly pivoted into a full-fledged leisurewear brand, tapping into India's growing demand for comfortable yet stylish clothing.

Behind this meteoric rise are two entrepreneurs who also happen to be family—Tarang Jain, a 28-year-old MBA graduate, and his maternal uncle, Pramod Jain.

Together, they spotted an opportunity in India's fashion industry, took a bold leap with a ₹5 lakh investment, and built a brand that today dominates the leisurewear and home furnishing space.

In less than five years, Sanskruti Homes has served over 2 million customers and generated an impressive ₹70 crore in revenue in the last financial year.

Their growth story is filled with risks, strategic pivots, and an exclusive partnership with Myntra that quickly changed their fortunes.

How did they achieve this? Let’s dive into their incredible journey.

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THE BEGINNING:

Tarang Jain, born and raised in Jaipur, always had an entrepreneurial spirit.

After completing his MBA in marketing and finance from IIIM Jaipur, he joined his father’s flourishing apparel export business, gaining invaluable experience in fashion retail and supply chains. But his heart was set on building something of his own.

“I always knew I wanted to start a business that served the Indian market. Exporting was profitable, but I wanted to create a brand that Indians would love and relate to,” says Tarang Jain, the co-founder of Sanskruti Homes, during an exclusive interview with Startup Pedia.

Meanwhile, his uncle, Pramod Jain, was successfully running a Siyaram’s clothing franchise in Dausa, Rajasthan.

Though different in age, the duo shared a common vision—to build a homegrown fashion brand that combined style, comfort, and affordability.

It was during his stint in the family business that Tarang noticed a gap in the Indian market—there were very few dedicated leisurewear brands that catered to everyday comfort.

The market was fragmented, dominated by either unorganised sellers or luxury brands with high price points.

“People wanted stylish clothing they could wear at home, but also step out in without looking underdressed. That’s where we saw the opportunity,” shares Pramod Jain, the other co-founder of Sanskruti Homes, with Startup Pedia.

In October 2020, the uncle-nephew duo pooled ₹5 lakh and launched Sanskruti Homes, starting with a small collection of home furnishing products—cushion covers, curtains, and throws.

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THE PIVOT FROM HOME DECOR TO LEISUREWEAR:

The founders initially focused on D2C (Direct-to-Consumer) sales via their website.

The first few months were tough. Despite launching an e-commerce store, orders were painfully slow. 

"We kept refreshing our dashboard daily, hoping for a sale. Our first-ever sale took three long months. When we finally got our first order, we celebrated like we had won an award," Tarang Jain shares the memory with a smile.

The turning point came when they introduced women’s night suits and kimonos to their collection. The response was overwhelmingly positive.

"That was our eureka moment. We realised that the real demand wasn’t just for home decor but for stylish and comfortable home wear products as well,” says Pramod Jain. 

Encouraged by the initial traction, they quickly expanded their range that today includes:-

> Loungewear & Sleepwear – Night suits, co-ord sets, jumpsuits, palazzo sets

> Home Furnishing – Bathrobes, towels, cushion covers

> Men’s & Kids’ Wear – Newly introduced categories to meet growing demand

> Silver Jewellery – A fashion-forward addition to their brand

This shift to leisurewear and comfort clothing proved to be a game-changer, and their revenue started growing.

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OVERCOMING CHALLENGES & A BIG BREAK:

Like any new-age startup, Sanskruti Homes faced multiple roadblocks in its early days:

> Low Website Traffic: They struggled to attract visitors to their D2C website.

> Inventory Management: With demand fluctuating, managing stock was difficult.

> Team Building: Hiring the right talent for a fashion startup in a tier-2 city like Jaipur was challenging.

The biggest issue, however, was cash flow. The fashion startup industry is credit-driven, requiring continuous capital to manage production and marketing.

"For months, we reinvested everything we earned back into the business. It was tough, but we knew growth would come if we just kept going," says Tarang Jain to Startup Pedia.

Realising that D2C sales alone were not enough, the founders took a strategic leap—listing Sanskruti Homes on Myntra and Flipkart.

The impact was immediate and extraordinary. Within weeks, their sales skyrocketed, and Myntra noticed their brand’s potential.

In an unexpected twist in the tale, Myntra approached them for an exclusive deal—Sanskruti Homes would sell only on Myntra and Flipkart (besides their own website), and in return, Myntra would promote them on priority.

“The amazing partnership with Myntra changed everything for us. Our sales grew so fast that we had to scale up our manufacturing capabilities.” shares Pramod Jain.

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THE PRESENT & THE FUTURE:

Sanskruti Homes’ growth over the years is reflected in the following numbers:- 

> The first FY, till March 2022: ₹2 crore revenue and 20,000 customers

> The second FY, till March 2023: ₹30 crore revenue and massive brand recognition

> The last FY, till March 2024: ₹70 crore revenue and over 2 million customers

Today, Sanskruti Homes is Myntra’s best-selling nightsuit brand, and their loungewear range continues to dominate the market.

With fashionable India embracing comfort clothing, Sanskruti Homes is setting ambitious goals for the future:-

> International Expansion: Their US website launches soon, followed by Amazon USA and Etsy listings.

> Exclusive Brand Outlets (EBOs): Plans to open exclusive offline stores across India.

> Revenue Goals: ₹100 crore in FY 2025, aiming for ₹150 crore in FY 2026.

> Quick Commerce Entry: Already live on Zepto, with a launch on Blinkit soon.

Despite their rapid success, the founders remain committed to staying bootstrapped, focusing on sustainable growth, unlike many of their peers in the Indian startup ecosystem who go for aggressive funding rounds.

What started as a small home furnishing brand has evolved into a dominant leisurewear brand thanks to vision, resilience, and a strategic pivot.

With the Indian fashion e-commerce market projected to hit $63 billion by 2028, Sanskruti Homes is poised for even bigger success.

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