New Delhi: In a move reflecting entrepreneurial ambition and strategic expansion, advertising professionals Sudhanshu Kulshrestha and Ssumit Goswami have announced the launch of INDYSLAY, a direct-to-consumer fashion brand built for Bharat’s new generation of confident consumers.
Importantly, the founders are not stepping away from the outdoor media business that established their industry reputation. Instead, they are building INDYSLAY alongside their growing media venture, RIO ADS (P) LTD, reinforcing their long-term commitment to both while leveraging the strategic advantages that come from deep expertise in consumer attention and brand-building.
This marks a calculated expansion rather than a pivot, as the duo extends their entrepreneurial presence into India’s fast-growing D2C fashion segment.
“Entrepreneurship, for us, has always been about building — not replacing,” said Ssumit Goswami, Co-founder of INDYSLAY. “While RIOADS(P) LTD continues to grow as a strong media platform, INDYSLAY represents our vision to participate directly in Bharat consumer growth story.”
Strategic Operators Enter the D2C Arena
India’s D2C landscape continues to evolve rapidly, driven by digital commerce and aspiration-led consumption. Having worked at the forefront of advertising, the founders identified a whitespace within apparel — a category where elevated design often remains inaccessible and everyday fashion rarely balances refinement with comfort.
INDYSLAY is built on a clear premise: premium sensibility without unnecessary exclusivity.
“Our experience has taught us that enduring brands are created through consistency, not noise,” noted Sudhanshu Kulshrestha, Co-founder. “With INDYSLAY, we are applying the same strategic discipline that helped us build credibility in media.”
Built with Designing in Its DNA
Few emerging consumer brands begin with such a strong foundation in brand architecture. The founders’ advertising lineage informs every aspect of INDYSLAY — from product design and detailing to communication and customer experience.
The brand launches with premium linen shirts designed to transition seamlessly from professional settings to social occasions. The offering is centred around what the founders describe as “elevated essentials” — timeless pieces that prioritise longevity over fast-moving trends.
At the heart of the brand lies its guiding philosophy: Slay Your Everyday. More than a tagline, it reflects a broader cultural shift where confidence is no longer reserved for milestone moments but expressed consistently in daily life.
“INDYSLAY is built on the belief that everyday wear deserves thoughtful design,” noted Yogit Chawla, Co-Founder & Head of Design. We focus on creating pieces that balance comfort, confidence, and quiet luxury — helping people express their individuality without trying too hard.
The Advantage of Dual Leadership
By continuing to scale RIOADS while building INDYSLAY, Sudhanshu and Ssumit represent a new breed of Indian entrepreneurs — operators who expand horizontally rather than abandon proven ventures.
Industry observers often view such founders as structurally advantaged, bringing execution maturity, financial prudence, and a sharp understanding of market dynamics.
Rather than pursuing hyper-growth at the cost of brand equity, the leadership team is focused on deliberate, sustainable expansion.
“We are not chasing momentum — we are building relevance,” the founders shared. “Great companies are measured not by how fast they appear, but by how long they endure.”
