SASSAFRAS

Women's Fashion E-commercesassafras.in

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

Location

Headquarters

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 offering

Core 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 profile

Named customers1 record

Segments7 records

Ideal customer profiles5 records

SASSAFRAS technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

SASSAFRAS partnerships and signals

Strategic signal

Scale indicators4 records

Recent moves3 records

Expansion highlights4 records

SASSAFRAS competitors and assessment

Company assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

SASSAFRAS leadership team

Management profile

Number of profiles

SASSAFRAS funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

SASSAFRAS M&A and investment

M&A and investment

M&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?

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.