Minizmo, a bespoke menswear label, is carving out a niche in India’s growing market for tailored occasionwear, targeting young professionals seeking customized clothing without luxury price tags. Founded by Rohan Khattar, a former shopper-turned-entrepreneur, the brand aims to bridge a gap between mass-market retailers and high-end designers.
Spotting a Market Gap
Khattar identified the opportunity after struggling to find tailored suits and shirts that matched his preferences in conventional retail spaces. “I wanted a tailored suit, maybe a good shirt with it, but I realised my options were very limited,” he said. While options like Raymond’s made-to-measure and Creyate existed, Khattar found their design language catered to older customers, leaving younger shoppers underserved.
The menswear market in India has shown robust growth. Sales reached approximately $27,672 million in 2018, according to Statista. Projections indicate menswear will outpace womenswear growth through 2022, with revenue expected to rise from 9.86 percent in 2020 to 12.75 percent in 2022.
Building the Brand
Khattar partnered with Devender Gupta, an industry veteran from buying house Asmara International, to launch Minizmo in 2017. The name derives from the phrase “Minimal Iz More,” reflecting a design philosophy centered on clean, classic aesthetics.
The label offers shirts, suits, blazers, Nehru jackets, and casual westernwear including chinos and T-shirts. Its bespoke division handles detailed sizing and pattern customization. The brand sources fabrics from providers across India, with Italian materials used for premium bespoke suits and Chinese and Hong Kong textiles for other garments. Approximately 800 fabric options are available, all machine washable and designed for durability.
Manufacturing takes place primarily in Delhi, accounting for 60-70 percent of production, with additional facilities in Daman and Bangalore.
Retail Strategy and Pricing
Minizmo opened its first store at DLF Promenade, a high-traffic mall location, before launching a second outlet at DLF Cyberhub. Khattar sees malls as ideal retail environments for the brand. “I personally feel that menswear is a big market, and the malls are best locations,” he said.
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The two stores cater to different customer behaviors. Promenade attracts shoppers who dedicate time to browsing, while Cyberhub draws time-pressed professionals with a higher conversion rate of 60-70 percent among walk-ins. Assortments vary between locations based on clientele.
Pricing targets the accessible luxury segment. Readymade shirts start at Rs. 2,499, while made-to-measure options begin at Rs. 3,499. Ready-to-wear suits sell from Rs. 9,999, with average transactions around Rs. 14,000. Bespoke services range from Rs. 16,000-17,000 up to approximately one lakh depending on fabric selection.
Expanding Online and Offline
The brand recently launched its own e-commerce portal, currently featuring the ready-to-wear collection. A customization portal is planned for later this year, allowing customers to select fabrics and place orders remotely while maintaining detailed size records.
Minizmo sells exclusively through its own channels, avoiding third-party marketplaces. Khattar cited quality control and brand representation as reasons for the decision, noting concerns about inventory stuck with resellers and discounting practices on popular platforms.
Accessories have proven particularly profitable, with strong demand for corporate gifting combinations. The brand is also targeting wedding occasionwear as a growth area, observing that Indian consumers readily spend on ceremonial occasions.
Growth Plans
Minizmo aims to open five additional stores within two years while building its online business. Khattar identifies the new corporate generation as the primary target demographic, planning outreach through entrepreneurs and business leaders who influence commercial sectors.
“The Indian market is changing and we believe that the label is going to be a go-to for many like myself who yearn for top quality tailored dressing, made just the way I want,” Khattar said.
