Subtract creates high-quality, versatile wardrobe staples that prioritize all-day comfort and timeless style. Our products, including flex-waist 4-way stretch trousers and classic casual shirts, are designed for effortless movement and long-lasting wear. By using premium fabrics with built-in stretch and eco-conscious materials like organic cotton and recycled polyester, we ensure a perfect balance of style, comfort, and durability.
Startup Description
Subtract is a homegrown fashion brand redefining everyday wear with a focus on comfort, versatility, and timeless design. Our products, from flex-waist 4-way stretch trousers to classic casual shirts, are crafted using high-quality fabrics that offer unrestricted movement and long-lasting durability. We integrate eco-conscious materials like organic cotton and recycled polyester, ensuring a reduced environmental footprint without compromising on style. By creating wardrobe essentials that stand the test of time, we help customers build a refined, effortless, and sustainable wardrobe.
Product Screenshots
Business Model
Subtract operates on a hybrid business model, combining Direct-to-Consumer (D2C) sales with strategic marketplace partnerships. Our approach includes:
D2C via Our Website – We sell directly through our website, offering customers a seamless shopping experience with access to our full product range and exclusive launches.
Marketplace Presence – We partner with leading platforms like Myntra, Amazon, Ajio, and Nykaa, expanding our reach and making our products easily accessible to a wider audience.
Product Innovation & Quality – We focus on high-quality, stretch-enabled fabrics that provide superior comfort and longevity, ensuring a better value for customers.
Sustainability & Timeless Design – Our clothing is designed for long-term wear, reducing wardrobe turnover and promoting mindful consumption.
Customer-Centric Approach – We leverage data and customer feedback from both D2C and marketplace channels to refine our products and enhance the shopping experience.
By combining D2C efficiency with marketplace scale, we ensure maximum reach, convenience, and accessibility while maintaining our commitment to quality and timeless style.
Customers
based in
India
Business
Modal Type
D2C
Type of
Sales
B2C, B2B
Competitors
Subtract operates in the premium everyday wear segment, competing with brands that focus on comfort, versatility, and timeless design. Our major competitors include:
Indian D2C & Marketplace Brands
Rare Rabbit – Offers modern, stylish apparel with a focus on premium quality.
Aristobrat – Known for minimalistic, premium essentials with an emphasis on sophisticated styling.
Van Heusen – Established brand offering formal and smart casual wear with a strong presence online and offline.
XYXX & Damensch – Primarily known for innerwear but expanding into comfort-driven apparel.
International & Established Brands in India
Uniqlo – Known for high-quality basics with a strong focus on comfort and fabric technology.
Marks & Spencer – Competes in the premium, comfort-focused apparel space.
While these brands compete in different ways, Subtract differentiates itself through its focus on high-stretch fabrics, timeless designs, and eco-conscious materials, creating wardrobe essentials that offer superior comfort and durability.
Teams
Karan Goyal
CEO
Rupshi Sarawi
COO
Tell us a bit about how founding team knows
each other.
Karan Goyal and Rupshi Sarawgi, a husband-wife duo, bring years of experience from their family business—Karan for 10 years and Rupshi for 4 years, managing their respective departments. Their expertise in business strategy and operations led them to launch Subtract, driven by a shared vision to create timeless, comfortable wardrobe essentials
Why did you decide to start this
company?
Karan and Rupshi founded Subtract to create versatile, ultra-comfortable clothing that lasts. Frustrated by rigid fits and fast fashion, they built a brand focused on ease, style, and durability.
Are all the founders full-time on this
project?
Yes
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