SanRaj Group forays into digital fashion retail with new marketplace launch

Mumbai-headquartered SanRaj Group has transitioned from its predominantly enterprise-focused operations to establish a footprint in consumer retail via 31 Labels, a digital-first apparel marketplace.The conglomerate leverages its deep heritage in upscale hospitality to decode contemporary lifestyle habits, targeting the lucrative market segment situated between mass-produced occasion wear and expensive global luxury brands.

Targeting underserved wardrobe niches

Industry analyses indicate that urban womenswear frequently suffers from platform fatigue caused by overwhelming product volumes. Addressing this friction, co-founder Rajdip Gupta notes that the platform curates apparel around specific lifestyle moments rather than generic inventory buckets.Hospitality has always been the business of occasions, and 31 Labels dresses those exact moments, Gupta explains.Anushka Gupta, Founder, adds, consumer fatigue stems from excessive decision-making labor.  Choice is no longer the luxury - choice is the labour. The market needed someone to do the deciding, she states.

Capturing middle-to-upper tier consumers with international luxury labels

Founded by entrepreneurs Rajdip Gupta and Sandip Gupta, SanRaj Group manages a diverse investment portfolio spanning technology, digital infrastructure, healthcare, hospitality, and real estate across international markets.While 31 Labels currently emphasizes domestic designer craftsmanship through lifestyle edits like work and travel wear, the digital marketplace eventually intends to scale its framework by onboarding international luxury labels to capture broader middle-to-upper-tier demographic spend.