From fintech and data analytics to garment manufacturing, the founder of Better Basics is bringing together two seemingly different worlds to build an Indian D2C loungewear brand rooted in fit, functionality and everyday versatility.
Fashion has always been about what we choose to wear. Increasingly, it is also about how we want to feel in it. Comfort has moved beyond the confines of homewear, finding its way into travel wardrobes, everyday dressing and the modern consumer’s definition of personal style. For brands, this shift presents an opportunity to rethink the essentials people wear most often.
For Shivaan Seth, founder of Better Basics, the opportunity sits at the intersection of two worlds he knows well: garment manufacturing and data-driven business building.
His journey into fashion was anything but conventional. Although he grew up around his family’s garment-export business, Seth initially pursued a different professional path, moving to the United States for higher education before working in fintech and data analytics. Today, he is bringing those experiences together through Better Basics, an Indian direct-to-consumer (D2C) loungewear brand built around comfort, fit and a vertically integrated manufacturing model.
When Manufacturing Meets a Data-Driven Mindset
Seth’s understanding of apparel began long before Better Basics took shape. Growing up around garment manufacturing offered him an early view of the production side of the business: how clothing is made, the importance of construction and the operational decisions that influence the final product.
His subsequent experience in fintech and data analytics introduced a different perspective, one centred on consumer behaviour, business systems and decision-making.
“Coming from a family that has been in garment manufacturing, I had always been exposed to the business from the production side. But working in fintech gave me a completely different perspective on data, consumers and business building. Better Basics is where those two experiences come together,” says Seth.
That combination informs the way he approaches the brand. Rather than viewing fashion solely through the lens of aesthetics, Seth sees product development as a process in which design, manufacturing capabilities and consumer insights must work together.
For an emerging label, this approach can be particularly relevant in a category where repeat purchases depend not just on how a product looks, but also on how it fits, feels and performs over time.
The Case for Better Basics
The idea behind Better Basics begins with a straightforward question: what if everyday clothing received the same consideration as more occasion-driven fashion?
As the boundaries between loungewear, daywear and activewear continue to blur, consumers are looking for clothing that adapts to different parts of their lives. A piece might be worn while working from home, travelling or stepping out for an informal outing. Comfort remains essential, but so do fit, finish and versatility.
Better Basics aims to address this demand by creating elevated essentials designed around Indian body types, consumer preferences and everyday lifestyles.
The emphasis is on building a wardrobe of dependable pieces that people return to regularly, rather than treating loungewear as an afterthought.
“Indian consumers today are far more informed. They don’t necessarily want more products; they want better products that fit into their lives. We wanted Better Basics to be about creating pieces that people repeatedly reach for—not because they’re just comfortable, but because they genuinely enjoy wearing them,” Seth explains.
This philosophy places the product at the centre of the brand’s proposition. In a crowded apparel market, where new labels regularly compete for attention, the challenge is to create essentials that earn a lasting place in a consumer’s wardrobe.
Why a Vertically Integrated Model Matters
Behind the promise of a well-made basic lies a series of decisions involving fabric, construction, fit and finishing. For Better Basics, its vertically integrated manufacturing model is intended to provide greater control over these processes.
By working closely across the production value chain, the brand can align product development with manufacturing capabilities and respond more directly to consumer preferences.
The model also reflects Seth’s belief that operational foundations matter as much as brand positioning. In a category driven by repeat purchases, consistency in fit and quality can be just as important as the initial appeal of a design.
Combined with his analytical background, this manufacturing approach offers a framework for making product decisions informed by consumer feedback and business performance.
Rather than separating the creative and commercial sides of fashion, Seth’s approach brings them into the same conversation. The aim is to build a business where insights inform design, manufacturing supports agility and the product remains central to the customer experience.
Building an Indian Brand for the Everyday Wardrobe
The Indian D2C landscape has created opportunities for emerging brands to build direct relationships with consumers and develop more focused product propositions. Yet, visibility alone does not guarantee longevity. Sustainable growth requires a clear identity, a compelling product and the ability to deliver consistently as demand evolves.
For Better Basics, the ambition extends beyond establishing a presence in loungewear. Seth envisions a broader lifestyle proposition, with the brand’s development anchored in its understanding of manufacturing and its commitment to comfort, quality, fit and versatility.
The challenge will be to translate that foundation into a recognisable brand identity while remaining responsive to changing consumer expectations.
For a founder whose career has moved between fintech and fashion, the opportunity lies in using both perspectives to approach an established category differently. His manufacturing background offers familiarity with how clothing is made; his analytical experience provides another lens through which to understand how a business can grow.
Ultimately, Better Basics is built around a deceptively simple premise: the clothes people wear most often deserve more thought, not less.
And in a market increasingly interested in the intersection of comfort, quality and considered design, that could be a worthwhile place to begin.
About Better Basics
Better Basics is an Indian loungewear and essentials brand focused on creating elevated, comfortable everyday clothing. Founded by Shivaan Seth, the brand combines an understanding of garment manufacturing with a contemporary, consumer-focused approach to product development. Operating through a vertically integrated manufacturing model, Better Basics is built around comfort, quality, fit and everyday versatility.
