In the often chaotic world of Indian fashion startups, moments of genuine validation come rarely and often quietly. But when they do, they can mean everything.
For Mahi Mohan, founder of newly-launched premium fashion label Sawsee, one such moment arrived in an unexpected yet powerful form: a candid meeting with Siddharth Dungarwal, the founder of Snitch, one of India’s fastest-growing men’s fashion brands.
The meeting, which happened just days after Sawsee went live, turned out to be more than just a chance encounter, it became a milestone moment for the young brand.
“Big moments often come quietly… like this one,” Mahi wrote in a heartfelt post recounting the experience. “To my surprise (and joy!), he saw something in Sawsee, just a few days from our official launch.”
“This is Lululemon-level.”
While the encounter was initially casual, it soon took on a deeper dimension. Dungarwal took the time to explore Sawsee’s product range and what he found, according to Mahi, left him impressed. From the website design and aesthetics to the actual fabric and product finish, his response was one of genuine admiration.
Initially questioning the brand’s premium pricing strategy, Dungarwal’s stance shifted completely after physically experiencing the products. According to Mahi, he emphatically said:
“No, you should absolutely keep it premium, these are Lululemon quality.”
He singled out Sawsee’s cotton joggers as a standout, lauding the “exceptional finish and truly premium” feel of the garment, a noteworthy compliment from a founder known for building a modern fashion disruptor.
Backing the Premium Bet
Launched with the goal of building a consciously crafted, design-forward fashion brand, Sawsee has positioned itself unapologetically in the premium segment, a move that’s often questioned in India’s price-sensitive consumer landscape.
Dungarwal, known for steering Snitch into the spotlight with aggressive pricing and streetwear-inspired collections, not only appreciated Sawsee’s differentiated approach but urged Mahi to double down on it. As Mahi puts it, he “urged me to own our premium positioning unapologetically.”
In a market saturated with copy-paste D2C plays, the endorsement carries weight.
Siddharth Dungarwal: Validation That Matters
In the Indian startup ecosystem, especially in the D2C space, validation often comes from numbers — revenue, GMV, follower count. But for early-stage founders like Mahi, recognition from seasoned peers can sometimes matter just as much, if not more.
“Coming from someone who’s built a powerhouse of a brand from scratch, this meant a lot,” she said. “It’s incredibly encouraging to meet founders like him who are actively giving back and lifting early-stage brands in the ecosystem.”
It’s rare, she points out, to see founders at the top of their game take time to engage with and support emerging brands with genuine intent and feedback.
The Road Ahead for Sawsee
While Sawsee is only just rolling out, the founder is clear-eyed about the path forward. Encouraged by early customer feedback and now this endorsement from Dungarwal, the brand seems determined to stick to its original thesis: build beautiful, premium products that justify their price.
And for a founder who’s only just stepped into the arena, catching the eye of someone who’s already conquered it is a promising start.
“We’re just getting started and it feels so good to have caught the eye of someone who’s been where we’re headed,” Mahi wrote.
Wind Beneath Its Wings
Snitch, under Dungarwal’s leadership, has emerged as one of India’s most-watched homegrown menswear labels, known for its fast fashion DNA and slick digital-first branding. His words carry influence in the D2C and fashion startup landscape and for Sawsee, they might just serve as the wind beneath its wings.
Also Read: D2C fashion brand Snitch to open 10 new offline stores in January
