Meet the maker: Saumya Jain and Hursh Bais – Kultprit
Let’s begin this feature with a simple question. If you’re well settled in a first world country, would you leave everything behind to come back to India to start a fashion brand with a cause? Meet Saumya Jain and Hursh Bais — two young MBA graduates from La Trobe University, Melbourne, who did exactly that.
Let’s begin this feature with a simple question. If you’re well settled in a first world country, would you leave everything behind to come back to India to start a fashion brand with a cause?
Meet Saumya Jain and Hursh Bais — two young MBA graduates from La Trobe University, Melbourne, who did exactly that.
The move seems bolder when you consider that neither of them had any fashion background. Saumya, who holds a Finance degree, plied his trade in the mining industry, whereas Hursh, who holds a Marketing degree, largely dabbled in business development and marketing.
The beginning of Kultprit
“We started ideating sometime in June 2014,” says Hursh. “Saumya discussed the idea with me — and I was pretty well settled in Melbourne since 2008 — but the idea seemed rather appealing. So I decided to leave everything behind and come to India to start work on Kultprit in December that very year.”
It wasn’t always called Kultprit, though. The first name they all actually agreed on was Weebib — the sound of a frog. “Thank god we didn’t go ahead with it!”, exclaims an animated Saumya. He continues, “Weebib was almost finalised before Flavia Furtos, the last person I interviewed to join the team, came up with the name Kultprit — and we loved it! Three months in, there were just three of us working in India — Hursh, Olena Jain (PR Head), and I.”
All the other designers, interns, and Flavia, the creative director herself, operated from different countries, working around the clock with the brand. Currently, there are eight full-time members working with Kultprit from abroad — all of whom speak different languages and are in different time zones.
“Thankfully, Olena is a polyglot, so we rely on her more than Google translator!”, laughs Saumya.
How did the name Kultprit come about?
Hursh says, “The brand name evolved from Kulprit and Kultprint. After intense discussions with Flavia, we narrowed down on a list of possible names, and finally agreed on Kultprit. If you ask me, being a Kultprit is a way of life. Taking a stand against what’s wrong with society and the constant need to bring about a change is what we believe being a Kultprit is all about.”
“We want Kultprit to be a brand that people can relate to in terms of the products as well as the brand philosophy,” Saumya adds. “The brand has meticulously brought out three sub-brands that cater to our philosophy. Honestly, we’d like to define ourselves as fashion with a cause.”
The aforementioned three sub-brands are Urban, Infinitive, and 2nd Skin. While they cater to a wide age group, all three have their own significance and a distinct difference amongst the range.
Furthermore, the brand aims to be a renowned international name originating from India. “Above all, want to be a brand that people can relate with. We want to form a ‘Kult’ that not only provides offbeat, out of the box, and unique designs, but also supports a cause you stand for,” says Hursh.
And if numbers are anything to go by, they’re well on their way too. In a surprisingly short span of time, the brand has signed contracts with most of the major online giants. “We plan to build a strong presence in the Indian market in the next 2 years,” Hursh adds. “We also want to have a strong offline presence from the second year onwards, which will be facilitated by our flagship store that we plan on opening soon after.”
So what’s the next big step for the brand?
In terms of global presence, Kultprit is already in talking terms to launch the brand in Romania, Turkey, Italy and of course, Australia. Saumya says they also plan on increasing their product width by introducing a range of polos, joggers, denims, bags, shirts and jackets, and even footwear.
Additionally, they also plan on launching an organic line. “We will never be a fully organic brand, but will definitely have an exclusive line. We like to keep it real — and in reality it is impossible to produce everything organically,” says Saumya. “Although we so have an existing t-shirt range, we will soon be coming up with more amazing products for women in the near future. We are, after all, not just a men’s brand!”
“We like to keep things real and be honest to our customers,” Hursh adds. “All our products are exclusively designed by our in-house designers. They are all unique and a product of our hard work — not rip-offs from Pinterest or Google!”
You can learn more about the brand with a cause on their page: http://engrave.in/kultprit
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