SASSAFRAS
SASSAFRAS is a privately held, Gurugram-based direct-to-consumer women's fashion e-commerce brand operating through a single Shopify storefront (sassafras.in), serving Indian consumers across western, ethnic, workwear, plus-size, men's, and kids' categories via nine sub-brands at price points from under Rs. 500 to Rs. 9,999.
- Company typePrivate
- Founded2014
- HeadquartersGurugram, India
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What SASSAFRAS does
SASSAFRAS is an Indian direct-to-consumer women's fashion e-commerce brand operating through a single Shopify storefront at sassafras.in from a headquarters in Gurugram, Haryana. The company sells trend-forward apparel across western, ethnic, workwear, premium, plus-size, men's, and kids' categories through a portfolio of nine sub-brands — Shae by SASSAFRAS (ethnic and fusion), SASSAFRAS Curve (plus-size 3XL-6XL), SASSAFRAS worklyf (professional wear), SASSAFRAS BASICS (staples), Pink Paprika (youth fashion), MASCLN (men), Noh.Voh (teens/kids), alt-laze (lifestyle), and the LUXE - Shae by SASSAFRAS premium ethnic line. The catalog spans roughly 1,450 SKUs in the core line alone, including 775+ dress styles, with price points from sub-Rs. 500 entry items up to Rs. 9,999 premium pieces, supported by frequent promotional sales of 50-75% off.
The underlying technology is a standard Shopify-based e-commerce platform (sassafras-fashion.myshopify.com), with no proprietary IP, patents, trademarks, integrations, mobile apps, or AI/ML features disclosed. Distribution is single-channel and single-geography: India only, online only, with no physical retail footprint, no marketplace listings, and no international shipping signals. Demand generation runs through Instagram (instagram.com/sassafrasindia), email newsletters, and SEO-optimized category pages.
The business model is one-time direct product sales to individual consumers (B2C). Pricing is pay-as-you-go at standard retail with volume-equivalent discounts realized through site-wide promotional events rather than negotiated contracts or tiered SaaS pricing. The brand reportedly has 2,716 customer reviews averaging 4.4 stars, with 85% at five stars, indicating strong satisfaction among a modest buyer base. The company is privately held with no disclosed external funding, no parent company, and operates with approximately 28 employees.
SASSAFRAS firmographics
Firmographics- Name
- SASSAFRAS
- Legal name
- SASSAFRAS
- Website
- https://sassafras.in
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SASSAFRAS is a privately held, Gurugram-based direct-to-consumer women's fashion e-commerce brand operating through a single Shopify storefront (sassafras.in), serving Indian consumers across western, ethnic, workwear, plus-size, men's, and kids' categories via nine sub-brands at price points from under Rs. 500 to Rs. 9,999.
- Ownership category
- akta.pro rank
Where SASSAFRAS is headquartered
LocationHeadquarters
- HQ city
- Gurugram
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
SASSAFRAS business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: SASSAFRAS generates revenue through direct online sales of fashion apparel and accessories to consumers. The brand sells products at full price as well as through promotional sales events offering discounts up to 70-75% off. The company operates multiple sub-brands (SASSAFRAS main, Shae by SASSAFRAS ethnic wear, SASSAFRAS Curve plus-size, SASSAFRAS worklyf workwear, LUXE premium line, Pink Paprika) each targeting different market segments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard retail pricing with seasonal sale events |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
SASSAFRAS product offering
Product offeringCore offering
SASSAFRAS sells own-branded women's and family fashion apparel directly to consumers through its online store sassafras.in. The catalogue spans western wear (dresses, tops, jeans, co-ords), ethnic wear (kurta sets, sarees, lehenga choli), workwear, plus-size (3XL–6XL), men's casual wear, and kids' apparel across multiple sub-brands priced from under Rs. 500 to premium items around Rs. 9,999.
Product overview
SASSAFRAS is a comprehensive women's fashion e-commerce brand operating as a multi-sub-brand portfolio platform. The core offering includes the main SASSAFRAS western wear brand alongside specialized sub-brands: Shae by SASSAFRAS for ethnic and fusion wear, Pink Paprika for trendy youth fashion, SASSAFRAS BASICS for essential wardrobe staples, SASSAFRAS Curve for plus-size fashion (3XL-6XL), and SASSAFRAS worklyf for professional workwear. Premium offerings include LUXE - Shae by SASSAFRAS featuring luxury ethnic wear. The brand also serves men through MASCLN SASSAFRAS and kids through Noh.Voh. Product categories span dresses, tops, co-ords, t-shirts, shirts, jumpsuits, blazers, jackets, sweatshirts, loungewear, pants, jeans, shorts, skirts, ethnic wear (kurta sets, sarees, lehenga cholis), and accessories. The brand offers sizes XS through 6XL with a focus on trend-forward fashion inspired by both Indian and international styles.
Differentiator
Problem solved
Functional benefit
Brands
- Shae by SASSAFRAS: Ethnic wear sub-brand offering kurta sets, ethnic dresses, sarees, lehenga choli, and fusion jumpsuits
- SASSAFRAS Curve
- SASSAFRAS BASICS
- SASSAFRAS worklyf
- Pink Paprika by SASSAFRAS
- Noh.Voh - SASSAFRAS Kids
- MASCLN SASSAFRAS
- SASSAFRAS alt-laze
- LUXE - Shae by SASSAFRAS
Products and services
- SASSAFRAS (Core Western Wear) Main women's western wear collection offering dresses, tops, co-ords, t-shirts, shirts, jumpsuits, blazers, jackets, sweatshirts, loungewear, pants, jeans, shorts, and skirts for fashion-conscious Indian women.
- Shae by SASSAFRAS
Quantifiable outcome
- 85% of customers rate products 5 stars (2,305 out of 2,716 reviews)
Companies that use SASSAFRAS
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles5 records
SASSAFRAS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SASSAFRAS partnerships and signals
Strategic signalScale indicators4 records
Recent moves3 records
Expansion highlights4 records
SASSAFRAS competitors and assessment
Company assessmentDirect peers
- Global Desi: Indian fusion and ethnic-inspired women's fashion brand from the House of TCNS, focused on vibrant prints and contemporary styling. Highly comparable to SASSAFRAS on fusion/ethnic occasion wear and target demographic.
- AND (Global Desi parent): Indian women's contemporary fashion brand with strong western and fusion wear assortment, similar mid-market positioning, and overlapping customer demographic. Directly competes with SASSAFRAS on dresses, tops, and occasion wear.
- Aurelia: Indian women's fashion brand from the House of TCNS, offering ethnic and fusion wear at value-to-mid price points. Comparable in catalog breadth, customer, and price positioning to SASSAFRAS.
- W for Woman: Indian women's fashion brand offering western and ethnic wear at a similar value-to-mid price point, with comparable size ranges and an online-first (plus offline) DTC model. Closely comparable in target customer, product mix, and price band to SASSAFRAS.
- Biba: Leading Indian ethnic wear brand (kurtas, suits, occasion wear) at a similar accessible price point. Directly comparable to the Shae by SASSAFRAS ethnic sub-brand in product and customer base.
Broad incumbents
- Ajio: Reliance-owned multi-brand fashion platform serving the same Indian online fashion customer as SASSAFRAS. Broader assortment and budget, but overlaps materially on women's western and ethnic wear.
- Myntra: India's largest multi-brand fashion e-commerce marketplace. Competes with SASSAFRAS by aggregating hundreds of brands including many direct competitors; significantly broader portfolio but overlap in customer, channel (online), and category.
- Nykaa Fashion: FSN E-Commerce's fashion vertical offering multi-brand and private-label women's fashion online. Same online DTC channel and overlapping customer base as SASSAFRAS, with broader scale.
- Zara India: Inditex's global fast-fashion brand operating in India with both online and offline presence. Comparable in trend-driven women's apparel and seasonal cadence, though at a higher price band than SASSAFRAS core.
Emerging players
- LimeRoad: Indian D2C and social-commerce fashion platform focused on women's apparel and home. Comparable channel model (online-first, curated assortment, Indian consumer) but operates more as a marketplace than a single brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
SASSAFRAS social profiles
Digital presenceSASSAFRAS financial estimates
Financial estimateRevenue estimate
Valuation estimate
SASSAFRAS leadership team
Management profileNumber of profiles
SASSAFRAS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SASSAFRAS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SASSAFRAS
What does SASSAFRAS do?
SASSAFRAS sells own-branded women's and family fashion apparel directly to consumers through its online store sassafras.in. The catalogue spans western wear (dresses, tops, jeans, co-ords), ethnic wear (kurta sets, sarees, lehenga choli), workwear, plus-size (3XL–6XL), men's casual wear, and kids' apparel across multiple sub-brands priced from under Rs. 500 to premium items around Rs. 9,999.
Is SASSAFRAS a public or private company?
SASSAFRAS is a private company. It is classified as unknown and is currently operating.
When was SASSAFRAS founded?
SASSAFRAS was founded in 2014. It employs 11 to 50 people.
Where is SASSAFRAS based?
SASSAFRAS is headquartered in Gurugram, India, in the Asia region.
How does SASSAFRAS make money?
One revenue line is on record: direct Product Sales.
Who are SASSAFRAS's main competitors?
Direct peers on record are Global Desi, AND (Global Desi parent), Aurelia, W for Woman and Biba. Broad incumbents are Ajio, Myntra, Nykaa Fashion and Zara India. LimeRoad is listed as an emerging player.
Does SASSAFRAS have an API?
No public API is recorded for SASSAFRAS.