Subculture was founded by Randhir Pratap Singh, a fashion and visual designer with a passion for leather kink and fashion.
Randhir Pratap Singh: Coming from an army background, Randhir has traveled extensively across India. He launched Subculture in 2021 to fill a void in the Indian market for fetish fashion and utility products.
His bold vision and dedication to creating a homegrown kink brand have positioned Subculture as a unique player in India’s alternative fashion industry.
Brand Overview
Subculture is India’s first homegrown kink brand, offering handcrafted fetish fashion and utility products.
Product Range: Leather body harnesses, handcuffs, blindfolds, corsets, jockstraps, hunters, whips, gags, and latex clothing.
Mission: To bridge the gap between fantasy, leather fetish fashion, and utility while empowering the LGBTQ+ community and kink enthusiasts.
The brand emphasizes high-quality craftsmanship with products made by skilled artisans in Jaipur.
Shark Tank India Appearance & Ask
Ask: ₹50 lakh for 7% equity at a valuation of ₹7.14 crore.
Pitch Highlights: Randhir demonstrated his products and shared his journey of building Subculture amidst societal taboos. He revealed that 60% of his customer base comes from the LGBTQ+ community.
Season and Episode Air Date
Season: 04
Episode: 50
Episode Air Date: Friday, 14 March 2025
Product Overview
Subculture’s product portfolio includes:
Leather Accessories: Handcuffs, harnesses, blindfolds, and whips handcrafted by Jaipur artisans.
Fetish Fashion: Latex clothing, corsets, jockstraps, and bralettes catering to both utility and fantasy needs.
Customization Options: Offers tailored designs to meet specific customer preferences.
Investor Reactions
Namita Thapar: Praised Randhir’s courage but advised focusing on organic growth due to societal unpreparedness for such products.
Aman Gupta: Suggested finding a co-founder to help scale the business but opted out due to the niche market challenges.
Anupam Mittal: Commended Randhir’s boldness but questioned the risks associated with running a fetish brand in India.
Kunal Bahl & Ritesh Agarwal: Appreciated the concept but refrained from investing due to uncertainties around market acceptance.
Customer Engagement Philosophy
Subculture engages its customers by:
Community Building: Actively supports the LGBTQ+ community through inclusive campaigns and collaborations.
Educational Content: Uses social media to normalize discussions around kink and fetish fashion while breaking societal taboos.
Transparency: Shares behind-the-scenes stories of product creation and artisan collaborations.
Product Highlights
Handcrafted Quality: Products are made by skilled leather artisans in Jaipur using premium materials.
Inclusivity: Caters to diverse audiences, with 60% of customers from the LGBTQ+ community.
Unique Positioning: The first Indian brand to blend kink fashion with utility products.
Future Vision
Product Diversification: Expand into eco-friendly materials like vegan leather by 2026 to cater to sustainability-conscious buyers.
Global Expansion: Target international markets like Southeast Asia and Europe by 2027 through e-commerce platforms like Etsy and Amazon Global Store.
Tech Integration: Develop an app for personalized product recommendations based on customer preferences by 2028.
Deal Finalized or Not
Subculture did not secure a deal on Shark Tank India.
The Sharks appreciated Randhir’s courage but raised concerns about scalability, societal readiness, and market acceptance of the niche product category.
Subculture Shark Tank India Review Website Data
Category
Details
Website
Subculture
CMS Platform
Shopify
SEO Performance
Poor, improvement needed
Organic Traffic
1.9K visitors per month
Founder
Randhir Pratap Singh
Mission
Bridge the gap between fantasy, leather fetish fashion, and utility while empowering the LGBTQ+ community and kink enthusiasts
Brand Overview
India’s first homegrown kink brand offering handcrafted fetish fashion and utility products
Growing acceptance of alternative fashion, increasing global demand for handcrafted leather accessories, niche audience support
Future Business Roadmap
2026: Launch vegan leather line, 2027: Expand to Etsy & Amazon Global Store, 2028: Develop a personalized product recommendation app
Valuation Growth Roadmap
2025: ₹15 crore valuation via expanded distribution, 2027: Secure Series A after ₹5 crore ARR, 2030: ₹50 crore valuation through global expansion
Subculture Shark Tank India Business Plan
Business Potential in India
Market Size: The global fetish fashion market is valued at USD 1.2B (2024) and is projected to grow at 10% CAGR, while India’s alternative fashion market is emerging as a niche segment within the ₹5,000 crore premium apparel industry.
Niche Opportunity: Subculture targets India’s growing LGBTQ+ community (estimated at 7–8% of the population) and urban millennials exploring self-expression through alternative fashion.
Revenue Validation: Subculture has seen a spike in sales post-lockdown due to increased online shopping and experimentation with kink fashion, validating its early product-market fit.
Total Addressable Market (TAM)
TAM: USD 2B (global fetish fashion market by 2030).
Serviceable Market: India’s fetish fashion segment could capture 5% of the premium apparel market, creating a ₹250 crore opportunity by 2030.
Ideal Target Audience & Demographics
Demographic
Details
Age
20–40 years
Location
Tier 1/2 cities (Mumbai, Delhi, Bengaluru, Pune)
Income
₹8–25 lakh/year household income
Behavior
LGBTQ+ individuals, urban millennials, and Gen Z exploring self-expression through kink and alternative fashion.
Marketing Strategy
Problem: Limited visibility due to societal stigma and poor SEO performance (1.9K monthly visitors).
Solutions:
SEO Optimization: Target keywords like “handcrafted fetish accessories India” to boost traffic by 5x (10K+ visitors/month).
Influencer Campaigns: Collaborate with LGBTQ+ influencers and fashion icons to normalize kink fashion through Instagram Reels and TikTok videos.
Educational Content: Publish blogs/videos explaining the cultural significance of kink fashion and its empowerment aspects.
Community Engagement: Host workshops and events for the LGBTQ+ community to foster brand loyalty.
Digital Marketing Strategy
Platform
Strategy
Goal
Instagram
Reels showcasing product use cases
Increase engagement by 30%
Google Ads
Retarget cart abandoners with discounts
Achieve 15% conversion rate
YouTube
Tutorials on styling kink fashion
Build awareness among Gen Z
Email Marketing
Share exclusive offers for repeat buyers
Boost retention by 20%
Distribution Strategy
Strengthen online presence through the Shopify e-commerce platform.
Partner with LGBTQ+-friendly stores in Tier 1 cities for offline visibility.
Explore B2B collaborations with international boutique stores specializing in alternative fashion.
Advantages
First-Mover Advantage: The only Indian brand offering handcrafted fetish fashion products made by skilled artisans in Jaipur.
Inclusivity Focus: Caters to the LGBTQ+ community, which accounts for 60% of its customer base.
High-Quality Craftsmanship: Products are made with premium leather and latex materials, ensuring durability and aesthetic appeal.
Challenges & Mitigation Strategies
Challenge
Mitigation Strategy
Societal stigma
Run educational campaigns to normalize discussions around kink fashion
Censorship on social media
Use email marketing and private forums for direct customer engagement
Limited scalability
Focus on global markets where demand for fetish fashion is higher
Why Subculture Can Be Successful
Growing acceptance of alternative lifestyles among urban millennials and Gen Z in India.
Increasing global demand for handcrafted leather accessories and fetishwear.
Launch eco-friendly collections using vegan leather by Q3 2026 to cater to sustainability-conscious buyers.
Expand international reach via Etsy and Amazon Global Store by Q4 2027, targeting Southeast Asia and Europe.
Develop an app for personalized product recommendations based on customer preferences by Q4 2028.
Valuation Growth Roadmap
Short-Term (2025): Boost valuation to ₹15 crore by expanding distribution channels and improving SEO performance.
Mid-Term (2027): Secure Series A funding after achieving ₹5 crore ARR through global expansion into high-demand markets like Europe and Southeast Asia.
Long-Term (2030): Aim for ₹50 crore valuation via omnichannel dominance and tech-driven scalability in alternative fashion.
Subculture’s bold vision positions it as a trailblazer in India’s emerging fetish fashion market despite societal challenges. By focusing on inclusivity, craftsmanship, and global expansion, it has the potential to redefine alternative fashion while fostering acceptance for diverse lifestyles globally.
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