Lavish Soni to capitalize on domestic premium apparel expansion with new menswear brand

India’s upper-tier menswear market is undergoing a structural realignment as domestic entrepreneurs challenge established global labels for affluent shoppers. Industry veteran Lavish Soni has established IATE Fashion with an aim to build a Rs 500–800 crore menswear brand during its initial operational phase. 

Addressing the mid-luxury supply deficit

While mass-market apparel faces intense margin compression, India's Rs 38,000 crore premium segment - expanding at roughly 18 per cent annually - remains underserved. Goldman Sachs projects India's affluent consumer base to reach 100 million by 2027, fueling demand for elevated domestic labels. Today, the Indian consumer is choosing India for itself, noted Soni, highlighting how shoppers increasingly split discretionary budgets between local and international brands. 

Digital-first rollout and infrastructure tailwinds

Slated for a January-February 2027 debut, IATE Fashion will establish an online storefront to define its brand architecture before entering exclusive brand outlets across 15 to 18 cities. Capitalized initially with Rs 75 lakh toward a Rs 2.5–3 crore seed requirement, the company faces stiff competition for prime mall real estate. However, maturing high-street infrastructure in Bengaluru, Delhi, and Hyderabad provides a viable domestic alternative to overseas luxury shopping hubs like Dubai. 

Projecting Rs 500 crore revenue in Phase 1

Founded by retail executive Lavish Soni, IATE Fashion operates within India’s high-growth premium menswear category, targeting 15 to 18 domestic urban centers before expanding into the Middle East. Backed by an initial Rs 2.5–3 crore capital plan, the venture projects Rs 500–800 crore in first-phase revenue, following Soni's decade-long tenure scaling Rare Rabbit from inception to Rs 1,000 crore.