Sugam Asani, former Chief Brand Office of BESTSELLER India, is charting a new chapter in his fashion journey with the launch of his own brand, Sunday Story. A contemporary womenswear brand rooted in comfort, quality, and thoughtful design, Asani has co-founded Sunday Story with wife Priyanka Asani.
Both Sugam and Priyanka were classmates in NIFT, Delhi and graduated in 2005. While Priyanka went on to run a brand which was 50% co-owned by Myntra from 2014-17, Sugam joined more mainstream brands – Benetton India Pvt. Ltd. where he was GM, Accesories, Footwear and Innerwear for 7.5 years and then BESTSELLER India where he moved up from Brand Head of ONLY and Jack & Jones to Chief Brand Officer in a period of 8 years.
Drawing on their diverse journeys across fashion and retail, the duo now brings their combined experience to their newest venture, Sunday Story.
Sunday Story aims to redefine everyday dressing for the modern Indian woman by marrying elevated aesthetics with functionality, and by delivering a seamless, customer-centric shopping experience that reflects what today’s consumers truly expect.
“With Sunday Story, we set out to create elevated, all-day clothing tailored for the woman of today — someone who seeks fashion with comfort. Our focus is on refined fabrics, thoughtful fits designed specifically for Indian customers, and silhouettes that move effortlessly with her life,” Sugam Asani says in an exclusive chat with Editor, IMAGES Business of Fashion, Surabhi Khosla.
Premium Experience, Shaped by Insight & Craft
The husband-wife duo are positioning Sunday Story as a premium brand. The focus, they explain, is on offering superior, specialised products using fabrics and trims sources from all over the world, impeccable needlework supporting our fashion-forward silhouettes.
“We noticed a growing dissonance between customer expectations and the actual e-commerce experience, and we’re committed to bridging that gap,” say founders Sugam and Priyanka Asani, adding, “Sunday Story is a product-first, tech-led brand, with the customer woven into every decision we make — from fit, fabric and stitching quality to the overall shopping experience.”
The ultimate aim is to deliver premium quality, refined detailing and exceptional value to their target audience – women aged between 30-40 years – at an average price point between Rs 4000-5000. “Our customer, the modern urban Indian woman takes the centre stage and all products are designed to suit the many roles she plays,” adds Sugam Asani.
Standing Out in a Saturated Market
India’s per capita GDP is projected to be up from US $2850 to US $4500 by 2030. In this, the top 10% of household income which is currently at Rs 13.5 lakh/annum will reach Rs 24 lakh/annum by 2030. In this scenario, premiumisation as a trend is gaining traction fast.
“Consumers want fewer products but good quality products – with that extra something which makes what they own special, unique. Sunday Story addresses this gap in the market, where designer driven labels are too expensive and most mid-premium brands don’t provide the quality at the price,” say the founders.
For the current season, Sunday Story has around 100 styles. They plan to infuse another 200 styles from January 2026 to May 2026. “We don’t work on seasons, but on collections. We plan to launch 2 collections every month and our sketch-to-store lead time is 45 days,” says Sugam Asani.
The brand is targeting a revenue of Rs 8-9 crore in the next FY, reaching an ARR of Rs 1 crore/month by end of FY2026-27.
