MAKER OF AFFORDABLE FASHION

In 1988, in a small town of central India, Rajendra Seth decided to sell his first ready-to-wear at ₹98. Despite this bold move, the concept became a big hit and thus Dennison was born.

- Karan Nangia

The Indian market is considered to be one of the most diverse in the world offering everything from high-end to budget-friendly apparels. Banking on affordable range, Ashwini Seth launched Gwalior-based brand Dennison Fashion India with the aim to become a brand for everyone' and its central concept being to provide affordable ready-to-wear apparel line.

The story began in 1988 with his father Rajendra Seth who saw people struggling to procure material and then getting it tailored. The enterprising, creative and hardworking Rajendra decided to sell ready-to-wear shirts in Gwalior for just Rs 98. It was considered a bold move then, but the success laid the foundation for Dennison. It was followed by the creation of a set up of just 4 machines in a 150 sq ft store. Owing to the strategy it adopted, it started getting business. States like Maharashtra, Uttar Pradesh and metropolitan regions have seen highest demand for its products.