Infinait launches formal menswear collection, banks on e-commerce for growth

By

Maverick Martins

Published
Nov 9, 2017

Infinait, a menswear brand by Dubai based designer Renuka Gandhi Undavia has launched its latest shirts collection with contemporary collars in the Indian market to popularize her brand in the country’s booming fashion market.
 

“We wanted to take the classic silhouette of a shirt and give it a little twist. So we added subtle details to experiment with the cuts of the collars and cuffs of a shirt”, Renuka Gandhi Undavia, Founder & Designer, Infinait told FashionNetwork.com.
 
When asked how Infinait is different from the existing brands in the market, Renuka said, "It differs in the terms of colors and cuts; there are not many brands that offer a mix of pastel shades for men particularly."

The collection is available on the company’s website at www.infinait.in besides other leading e-commerce platforms like Amazon and Shopclues.
 
Infinait is currently banking solely on e-commerce for growth and in future plans to take the brand to brick and mortar stores.
 
 “E-Commerce at the moment is the most important for the brand, as that's the only place it's available for now. So we do try and stock with multiple e-boutiques including our own website to reach out to the maximum audiences,” Renuka told FNW.
 
“We are currently working on brick and mortar stores as we believe people are more comfortable to see the products visually before picking them and also set up exclusive brand outlets in the future,” she added.
 
The collection features slim fit shirts in pastel shades of blue, green, yellow, mauve, etc with a different colour, print at the collar and is priced between Rs 1850 ($30) to Rs 2500 ($45).
 
Infinait fashion brand is a part of the company Rainz Design and was established in 2016.