Start-up Stars: Dipti Tolani, Founder, SALT Attire

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 count.

SALT Attire is a leading women’s fashion workwear brand that goes beyond providing stylish clothing options. It aims to establish a community that supports and empowers women in the workplace. SALT Attire strives to be a symbol of sophistication, simplicity, and strength, catering to the diverse needs of Indian women in their professional lives.

In an exclusive interaction with Adgully, Dipti Tolani, Founder, SALT Attire, talks about the inspiration behind her start-up, challenges faced by the company in the marketplace along with growth plans, and much more.

What inspired the founding of your start-up, and what problem did you set out to solve?

I noticed a significant gap in the Indian market when it comes to premium business casual and professional clothing options for women. With the increasing number of women entering the workforce, there is a growing demand for such attire. This realisation inspired me to create a holistic store that caters to women’s clothing needs from 9 AM to 9 PM, ensuring that every item serves both work and post-work purposes.

As I delved deeper into the disconnect between what working women desire in their clothing and what is currently available, I identified several crucial elements, including design, fabric selection, and fit. This led me to conduct extensive field research, closely examining the industry and the intricacies of the design process.

The core vision behind SALT Attire was to establish a single destination offering high-quality wardrobe solutions for professional women, while keeping affordability in mind. We provide our customers with an omnichannel experience through our online presence and multiple stores in Delhi and Mumbai, aiming to offer a seamless shopping experience. Salt Attire also offers personalised tailoring services to ensure our customers achieve their desired fits without compromising on the aesthetics and quality of the garments.

Could you provide an overview of your product and its unique features or benefits?

Our collection is a combination of fashion with absolute practicality. Our range includes impeccably fitted trousers, shirts that prevent gaping, airy skirts, hassle-free tops, and the most stylish and comfortable dresses. Each of these pieces is meticulously crafted using top-quality lightweight materials. We firmly believe that what pleases the eye should also provide comfort to the skin. We also provide customisations and personalised shopping based on customer preferences, lifestyle, and body type. Our commitment to our customers is simple: with our premium fabrics, great finishing, and exceptional craftsmanship, SALT Attire offers professional, stylish and comfortable clothing options in one.

How does your start-up differentiate itself from competitors in the market?

Affordability is paramount, delivering top value without compromising on quality. We provide an omnichannel experience through online and physical stores in Delhi and Mumbai, making shopping convenient. Our customer-centric approach reflects insights gained from extensive field research. We understand the unique needs of professional women, crafting clothing that suits both work and leisure. Our focus on high-quality imported fabrics, and bespoke tailoring for the perfect fit.

What milestones has your company achieved so far, and what are your future growth plans?

SALT has undergone significant transformation since its inception. We have an in-house team responsible for the design, development, and production of our clothing line. Our product offerings are accessible through our website, and we have established five physical retail outlets, three in Mumbai and two in the Delhi-NCR region. We anticipate a growth rate of over 3x this financial year. Over the next two years, we have ambitious plans for rapid expansion, both in terms of our physical presence and online footprint, with the aim of becoming the go-to destination for women seeking thoughtfully designed, fashion-forward, and premium clothing.

How has the start-up evolved since its inception, and what challenges have you overcome along the way?

Challenges included achieving the perfect fit, which required extensive research and development. Balancing our online and offline presence presented logistical hurdles, but it broadened our customer reach. Scaling production while maintaining craftsmanship was a complex challenge, addressed through investments in advanced processes. A customer-centric approach, supported by field research and continuous feedback, refined our offerings.

Financially, we’ve seen substantial growth and in the competitive fashion industry, we stay agile by closely tracking market trends and offering unique, high-quality products.

How does your start-up contribute to the industry or community that you operate in?

We empower women in the workforce by offering high-quality professional attire that enhances their confidence and career prospects. Simultaneously, our expansion initiatives have created job opportunities within the fashion and retail sectors, fostering economic growth locally. Our commitment to affordability ensures that professional attire is accessible to a diverse demographic. Sustainability is a priority, with a focus on long-lasting products and the exploration of eco-friendly materials and practices.

What problem does your start-up solve?

Our start-up addresses multiple critical challenges in the fashion industry. Firstly, we provide professional women with a wide array of premium, meticulously designed workwear and business casual options, solving the issue of limited choices.

Secondly, we tackle the problem of ill-fitting clothing by offering tailored fits and anti-gaping solutions that ensure both comfort and confidence for our customers.

We also prioritise high-quality materials, using top-notch lightweight polyester, rayon, and pure cotton sourced from reliable suppliers, thereby rectifying the compromise on material quality in the industry. Our clothing effortlessly transitions from work to post-work activities, eliminating the need for multiple outfit changes in a day.

And lastly, we bridge the gap between customer desires and market availability through extensive market research and customer engagement.

How much funding has the company raised, and from which investors?

We’ve secured funding for our retail expansion primarily through angel networks.

Who are your target customers, and how are you acquiring them?

Our target audience is women aged 25 years and above, ideally working professionals. Women interested in curating a wardrobe featuring timeless, elegant styles. We serve numerous customers seeking high-quality, comfortable western clothing, even if they are not in the working professional category.

What are the major challenges that the company faces currently?

Challenges are a part of any growth journey. In the realm of retail expansion, we encounter specific hurdles concerning both human resources and operational aspects. Concurrently, the landscape of online growth presents its unique set of challenges, including meeting turnaround time (TAT) requirements and optimizing performance marketing strategies. Our predominant challenges revolve around the intricacies of growth, and our ongoing efforts are dedicated to crafting and refining the necessary processes to surmount these obstacles effectively.

What is the background and expertise of the founding team?

The founding team has expertise in Operations & Marketing, Designers from NIFT and a strong tech team.

What is the company’s growth plan and vision for the future?

Our objective is to establish a nationwide presence among our consumers while upholding our strong online footprint. As a direct-to-consumer (D2C) brand, we currently operate on popular marketplaces such as Myntra and Nykaa. Furthermore, we are actively pursuing an expansion into the realm of offline retail, having successfully launched five physical stores, with several more in the pipeline. This multi-pronged approach allows us to connect with a diverse range of customers across India, ensuring our brand's accessibility both in the digital and physical retail spaces.

How does the company measure success, and what are its key performance indicators (KPIs)?

KPIs vary across departments and verticals within our organization. Each business unit is guided by specific and highly focused KPIs. From a broader business perspective, we track standard metrics encompassing areas like sales, conversion rates, return on ad spend (ROAS), and customer repeat rates. Additionally, we have distinct KPIs tailored to individual departments, including Design, Marketing, Direct-to-Consumer (D2C) Sales, Retail Sales, and we delve even deeper to continuously enhance each department's performance.

What are the exit strategies for investors?

We will be exploring this idea once we reach a certain level of revenue.