How DaMENSCH has surged ahead on back of inclusive marketing & sustainability

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

DaMENSCH is a brand that goes beyond revolutionising the comfort of men’s inner-wear; they actively address various aspects of men’s well-being. Their commitment to the sensitive and private aspects of men’s health is evident in their campaigns, which candidly discuss men’s needs, insecurities, desires, and what they rightfully deserve.

In an interaction with Adgully,  Anurag Saboo, Co-founder, DaMENSCH, speaks about the growth and entrepreneurial journey of DaMENSCH, the evolution of men’s essential wear, brands differentiation, social media engagement, what budding entrepreneurs should do to set up a successful venture, and more. 

With the evolution of men’s essential wear brands, how do you see this new breed of brands transforming the market, especially in terms of comfort and well-being? 

Men’s innerwear needs have evolved, with quality and comfort taking precedence over other factors, and brands are required to cater to this aware segment of consumers. We at DaMENSCH lead the segment with a steadfast approach and address the needs through innovative designs and advanced fabric technology, ensuring unparalleled comfort. As a brand, we prioritise high-quality materials and an extensive range of style that blends fashion and comfort, catering to diverse consumer preferences. With a foresighted approach, we integrate technology into our apparels, incorporating features like moisture-wicking fabrics for enhanced wellbeing. Embracing sustainable practices and ethical sourcing, we have emphasised upon our commitment not just to personal comfort, but global well-being as well.

How does DaMENSCH differentiate itself from both traditional and emerging brands in the market?

At DaMENSCH, we distinguish ourselves through innovative comfort solutions, setting us apart from traditional brands that may be slower to adapt. Our commitment to quality craftsmanship separates us from both traditional and emerging brands, ensuring enduring comfort and style. Leading with tech-infused apparel, we distinguish ourselves remarkably from traditional brands, and remain unique as compared to many emerging ones. We are committed to sustainability, which resonates with the growing demand for ethical choices among emerging brands. With a keen awareness of market trends, we maintain our our relevance and ensure that we stand out amongst our competitors. Positive customer testimonials, too, underscore our tangible impact on comfort and well-being, setting us apart from the unproven claims of emerging brands and the established, but potentially outdated reputation of the traditional ones.

Could you elaborate on your strategies to connect with your target audience and influence their purchasing decisions, considering the sensitive nature of men's needs that you address?

We have employed empathetic messaging, acknowledging and resonating with the emotional aspects of men’s needs, fostering a stronger connection. This has led to a deep understanding of the diverse needs of our target audience, recognising and addressing the sensitivity surrounding men’s well-being with tailored solutions. Our inclusive marketing campaigns that celebrate diverse perspectives and body types, creating an environment where every individual feels represented and valued, have also helped us connect with our target audience.

In today’s time, it is imperative to actively engage with the community, both online and offline, fostering a supportive space for discussions around men’s needs. When we did so, we were able to build a loyal customer base. The brand actively seeks and integrates customer feedback, demonstrating a commitment to continuous improvement and responsiveness to evolving sensitivities. Even as we maintain transparent communication about our product portfolio, we make sure that the customers are well-informed about the features designed to address specific, and at times, sensitive needs.

What further plays an instrumental role is our far-reaching online presence as well as a network of exclusive offline retail stores in key cities across India, including Delhi, Bengaluru, etc. If ‘touch and feel’ is sacrosanct for consumers, our exclusive stores offer the complete range available online. We are elated to have thus built a strong connection with our target audience.

DaMENSCH has expanded its collection beyond innerwear. What was the rationale behind this expansion, and how does it contribute to your brand’s overall vision for men’s well-being?

While we set out as an innerwear first brand, we expanded beyond innerwear to embody a holistic vision of men’s well-being, acknowledging that comfort and style impact various aspects of life. The rationale involves providing a complete wardrobe solution, ensuring that every piece reflects DaMENSCH’s commitment to quality, innovation, and overall well-being. It also cements the belief that clothing significantly influences not just physical comfort, but also mental and emotional well-being, contributing to a more confident and contented lifestyle. The collection expansion allows us to cater to the diverse needs of its audience, offering a range that combines style and comfort across various occasions and preferences, ensuring that all the needs of men are met by one brand, under one roof.

How does DaMENSCH leverage social platforms to engage with its audience and create a meaningful dialogue surrounding men's well-being and comfort?

Communication in today’s age is really important and social media has become the right platform to reach out to the consumers. DaMENSCH strives for an interactive engagement with consumers through social media platforms, with polls, Q&A sessions, etc., fostering a dynamic dialogue. We also utilize storytelling campaigns on social media to share narratives that resonate with men’s well-being, creating relatable and emotionally impactful connections with the audience. #SoSoft and #MustBeDaMENSCH were campaigns that helped men embrace and express their emotional side. Our most recent campaign – #SupportDaMen – brought to fore the fact that men often hide their true feelings by pretending to be well and strong. It was in fact a call for a helping hand for men who might be facing such situations.

Actively featuring customer testimonials further reinforces a positive dialogue around the transformative effects of the brand, its products as well as its ethos. We ensure inclusivity in our social media imagery, representing a diverse range of body types and styles to make all individuals feel seen and valued. Conducting contests and giveaways is another way where brands can not only boost engagement, but also encourage the audience to share personal stories, creating a community-driven conversation. DaMENSCH often demonstrates its commitment to listening and adapting, creating a two-way dialogue that contributes to the continuous improvement of products and services. Sharing behind-the-scenes content is also a great idea as it provides a transparent view of the brand’s dedication to quality and innovation, fostering a deeper connection with the audience. When it comes to social media, collaborating with influencers who align with the brand’s values amplifies the reach and facilitates a broader conversation about men’s well-being and comfort.