Is India Ready for Its First Fetish Fashion Label?

Subculture is a Jaipur-based lifestyle and fashion brand, recognized as India’s first homegrown kink and fetish fashion company. Founded in 2020 by Randhir Pratap Singh, a fashion and visual designer with a military family background, Subculture specializes in handcrafted leather and latex products catering to niche markets, including the LGBTQ+ community and kink enthusiasts. The company appeared on Shark Tank India Season 4, Episode 50, pitching for ₹50 lakh in exchange for 7% equity, valuing the business at ₹7.14 crore. Despite a bold presentation, Subculture did not secure a deal but gained significant visibility.

• Industry: Fashion, Lifestyle, Fetish and Kink Products
• Focus: Handcrafted leather and latex fashion, inclusivity, alternative lifestyle products
• Website: Not explicitly listed in available data (social media presence noted on Instagram)
• Status: Active
• Founder: Randhir Pratap Singh, a designer with a passion for alternative fashion, launched Subculture to fill a gap in India’s market for fetish and utility products.

Mission and Vision

Subculture aims to bridge the gap between fantasy, fetish fashion, and utility while fostering inclusivity and self-expression. The brand seeks to empower marginalized communities, particularly the LGBTQ+ population, by offering high-quality, handcrafted products that celebrate diverse lifestyles. Its vision is to redefine alternative fashion in India and expand globally, challenging societal taboos and promoting acceptance.

Products and Services

Subculture offers a range of handcrafted fetish fashion and kink products, designed with creativity and craftsmanship. Key offerings include:

• Leather Accessories: Body harnesses, handcuffs, blindfolds, whips, and hunters, crafted by artisans in Jaipur with a heritage in leatherwork.
• Fetish Fashion: Latex clothing, corsets, jockstraps, bralettes, and gags, blending style with functionality.
• Chastity Devices: Plastic and metal chastity cages, available in multiple sizes for beginners and advanced users.
• Customization: Tailored designs to meet individual customer preferences, emphasizing personalization.

The products target a niche audience, with 60% of its customer base from the LGBTQ+ community, alongside urban millennials exploring alternative fashion.

Market Opportunity

Subculture operates in the growing global fetish fashion market, valued at $1.2 billion in 2024, with a projected 10% CAGR, reaching $2 billion by 2030. In India, the alternative fashion segment is an emerging niche within the ₹5,000 crore premium apparel industry. Key market drivers include:

• Rising Demand: Increased online shopping and post-lockdown experimentation have boosted interest in kink fashion.
• Target Audience: India’s LGBTQ+ community (7–8% of the population, approximately 100 million people) and urban youth seeking self-expression.
• Cultural Shift: Growing acceptance of diverse lifestyles, though societal taboos remain a challenge.

Subculture’s early product-market fit is validated by a sales spike post-COVID, driven by e-commerce and social media engagement.

Shark Tank India Pitch

On Shark Tank India Season 4, Episode 50, Randhir Pratap Singh presented Subculture to sharks Anupam Mittal, Namita Thapar, Aman Gupta, Kunal Bahl, and Ritesh Agarwal. Key highlights:

• Ask: ₹50 lakh for 7% equity (valuation: ₹7.14 crore).
• Pitch Details: Randhir showcased his product range and shared his journey of building Subculture amidst societal stigma. He highlighted that 60% of customers are from the LGBTQ+ community and noted his army background, calling himself the “colorful sheep” of his family.
• Sharks’ Reactions:
  • Namita Thapar: Praised Randhir’s courage but cited societal unreadiness, referencing trolling she faced after an LGBTQ+ podcast. Advised organic growth.
  • Anupam Mittal: Questioned safety risks due to the niche’s taboo nature but commended Randhir’s boldness.
  • Aman Gupta: Probed Randhir’s accent (acquired from non-Indian partners) and suggested finding a co-founder to scale but opted out due to market challenges.
  • Kunal Bahl and Ritesh Agarwal: Acknowledged the vision but raised concerns about scalability and market acceptance.
• Outcome: No deal was secured, as sharks cited societal barriers, scalability issues, and long-term viability concerns. However, they offered mentorship and praised Randhir’s audacity.

Traction and Achievements

• Revenue Growth: Subculture reported sales over the past 3–4 years, with a notable increase post-COVID due to online demand, though exact figures were not disclosed.
• Craftsmanship: Partners with Jaipur artisans, leveraging their expertise in leatherwork to ensure premium quality.
• Brand Visibility: The Shark Tank appearance boosted Subculture’s profile, despite not securing funding, aligning with the “Shark Tank effect” where exposure drives sales.
• Community Impact: Positions itself as a trailblazer for inclusivity, resonating with India’s growing LGBTQ+ and alternative lifestyle communities.

Competitive Edge

Subculture stands out through:

• Niche Focus: India’s first kink fashion brand, addressing an underserved market.
• Quality Craftsmanship: Handcrafted products with customization options, competing with imported alternatives.
• Inclusivity: Strong appeal to the LGBTQ+ community and youth embracing self-expression.
• Bold Branding: Challenges cultural norms, fostering dialogue around alternative lifestyles.

Challenges and Risks

• Societal Taboos: Resistance to fetish and kink products in India’s conservative landscape, as noted by the sharks.
• Scalability: Limited market size and challenges in expanding beyond niche audiences.
• Competition: Faces competition from global fetish fashion brands and local apparel players entering the premium segment.
• Perception Risks: Potential backlash or safety concerns for the founder, as raised by Anupam Mittal.

Future Outlook

Subculture plans to capitalize on its Shark Tank exposure to drive growth:

• Organic Expansion: Following the sharks’ advice, focus on grassroots marketing and e-commerce to build a loyal customer base.
• Global Ambitions: Target international markets with higher acceptance of fetish fashion, such as Europe and North America.
• Product Diversification: Explore adjacent categories like mainstream alternative fashion to broaden appeal.
• Community Engagement: Strengthen ties with the LGBTQ+ community through events, partnerships, and advocacy.

Connection to Africa and Emerging Markets

While Subculture is based in India, its business model and focus on inclusivity align with opportunities in Africa and other emerging markets. Like Waza, which addresses financial inclusion in Africa, Subculture targets underserved communities, offering products that empower self-expression. The growing acceptance of diverse identities in African urban centers, coupled with increasing e-commerce penetration, presents a potential market for Subculture’s niche offerings. However, cultural sensitivities and regulatory hurdles would require careful navigation.

Subculture is a bold and innovative brand pushing boundaries in India’s fashion industry. Despite not securing a deal on Shark Tank India, Randhir Pratap Singh’s vision and resilience have positioned Subculture as a pioneer in fetish fashion. With a focus on quality, inclusivity, and cultural disruption, the company is poised to grow within India’s niche markets and potentially expand into emerging economies like Africa, where demand for alternative lifestyles is rising. Subculture’s journey reflects the challenges and opportunities of building a taboo-breaking brand in a traditional society.