DNA of Indian Fashion: Shantnu & Nikhil


Brothers Shantanu and Nikhil Mehra, have always presented fashion as a fun contrast between tradition and modernity. Recently, they’ve expanded their portfolio with a bridge-to-luxury offshoot and a line inspired by cricket. So, what goes into creating such a potent brand, and how does one maintain the essence while scaling growth? The founders tell us about all this and more.

ELLE: Describe your label in three words.

Shantanu Mehra (SM): Anti-Trend, contemporary and chic.

ELLE: Having been in the industry for quite some time now, what major changes have you witnessed in the Indian customer?

Nikhil Mehra (NM): In recent years, there has been a noticeable shift in the demands from the Indian customer, particularly in the context of luxury shopping. Customers have become more mindful and emotionally connected to their spends, seeking value beyond just material possessions. Customers now seek unique and immersive shopping experiences rather than mere transactions. The online space has become an essential channel for luxury brands to connect and engage with their customers.

ELLE: What, in your opinion, is the biggest challenge faced by the Indian fashion industry at the moment?

SM: One of the biggest challenges faced by the Indian fashion industry at the moment is the persistent issue of plagiarism. This problem has plagued the industry for years and continues to hinder its growth and creativity. Imitation undermines the value and reputation of established fashion brands. This ultimately affects the brand’s profitability and sustainability in the long run.

ELLE: What led to the birth of SNCC? And how does the label stay true to the spirit of Shantnu & Nikhil?

NM: There is an emotional connection that the people of this country have with cricket , which keeps deepening with each match, as each new player steps onto the ground. We wanted to bring in this emotional connection to fashion. Cricket in itself comes with a rich history and is a game that has roots in fashion. SNCC brings alive the cricket lifestyle.

ELLE: What does the future look like for the branding Shantnu & Nikhil?

SM: Maison Shantnu & Nikhil is gearing up to scale greater heights as we prepare for global positioning, the third of SNCC and building brands that truly gratify the customer.

Find ELLE’s latest issue on stands or download your digital copy here

Also read, DNA Of Indian Fashion: Ritika Mirchandani

- Digital Fashion Writer


More From

Generic selectors
Exact matches only
Search in title
Search in content