Vercelli

Luxury, they say, is no longer about logos… it’s about individuality, impeccable craftsmanship and experiences that feel deeply personal. Few entrepreneurs understand this evolving philosophy better than Rishab Jain, the visionary Founder behind Vercelli, the premium menswear label that is quietly reshaping India’s luxury fashion landscape.

What began as a trusted premium Italian fabric business in 2015 has today evolved into one of India’s most promising bespoke menswear brands. With a presence across more than 1,000 premium multi-brand stores and the recent launch of its first flagship experience store in Mumbai’s fashionable Juhu neighbourhood, Vercelli represents a new generation of luxury… where timeless Italian aesthetics are thoughtfully reimagined for the modern Indian man.

For Rishab, however, luxury has never been confined to exquisite fabrics or impeccable tailoring. It lies in creating an experience. Every consultation, every stitch, every silhouette and every handcrafted detail is designed around one philosophy… that true style is deeply personal. At a time when discerning consumers are seeking authenticity over excess and individuality over mass production, Vercelli has found its niche by delivering bespoke elegance with an unmistakably Indian sensibility.

Its latest summer collection, spotted on acclaimed actor Manoj Bajpayee, perfectly reflects this ethos. Crafted from breathable linen blends, lightweight cottons and relaxed silhouettes in sophisticated seasonal hues, the collection effortlessly marries contemporary European refinement with the comfort and practicality demanded by India’s climate and lifestyle.

In an exclusive conversation with Sumita Chakraborty, Founder & Editor-in-Chief, TheGlitz, Rishab Jain, Founder, Vercelli, reflects on his entrepreneurial journey, the inspiration behind building Vercelli, the future of experiential luxury retail, and why he believes the next chapter of Indian fashion will belong to brands that don’t simply sell clothes… but craft identities, celebrate individuality and create experiences that linger long after the garment is worn.

Over To Rishab Jain, Founder, Vercelli

What inspired you to launch Vercelli Italy, and what gap did you see in the menswear market when you started the brand?

We acquired Vercelli fabrics in 2015 and have grown it into a distribution business across 1,000 premium multi-brand stores offering premium fabrics. We then noticed a gap in the market – no one was offering a premium, personalized tailoring service to go with premium fabrics.

Our inspiration to launch Vercelli was to close it — to bring luxury, bespoke men’s personalization to the young Indian consumer, building on the trust we had already earned through fabric.

Every entrepreneurial journey has its challenges. What were some of the biggest obstacles you faced in the early days of building Vercelli, and how did you overcome them?

The biggest challenge for us has been to ensure that our client servicing at the store is 100%. As that is when we gain trust of our clients. Our team, to their best ability, has tried to achieve excellence in servicing the client needs. Building that credibility has taken us time and we shall continue to strive for excellence. What helped us navigate all of it was consistency. We genuinely believe that consistency is key and constant improvisation and keeping our commitment has built client trust.  

How has your personal style and understanding of men’s fashion influenced the identity and design philosophy of Vercelli Italy?

We acquired Vercelli fabric business in 2015 and the demand for this fabric due to its unique aesthetic, style and design gave us the confidence to go to the next step and offer bespoke and ready to wear menswear. Thus, we created the Vercelli Man, who we envisioned to have an innate sense of individuality and style. Each of us have our individual style and our team wanted to create a brand that resonates with every single person’s individual style.

Vercelli has established itself as a premium menswear label. How did you go about building trust and loyalty among customers in a highly competitive fashion market?

We’re still a young brand, so we are earning trust every single day. The only way to do that is by making sure we create excellent client experience. 

Whether it’s the quality of the fabric, the fit of a garment, or the way a client is treated when they walk into the store, every touchpoint matters. The client has to believe in our commitment and consistency, and this is the only way we are building trust.

What role does Italian craftsmanship and design inspiration play in the brand, and how do you adapt those influences for the modern Indian consumer?

Italian fashion has always stood for elegance, craftsmanship, and attention to detail, and that’s the foundation Vercelli is built on. But here’s how we create a differentiator from most luxury brands: most international luxury labels simply bring their global collection into India, as-is. We didn’t do that. Vercelli designs and makes fabrics, fits and finishes suited to Indian climatic conditions and keeping the Indian consumer in mind. While the inspiration is Italian, the product is built from the ground up for the person actually wearing it in India.

Opening your first flagship store in Juhu marks a significant milestone. What does this expansion mean for the brand, and what are your growth plans for the coming years?

The Juhu flagship represents our entry into luxury bespoke men’s personalization — the next chapter after building Vercelli’s reputation through fabric distribution.

Here’s an observation that’s shaped this move: physical retail has changed fundamentally since Covid. The Indian consumer now gets entertainment on his phone and basic essentials delivered in 10–20 minutes through quick commerce — so the only reason left to step out is for an experience. Vercelli is built around that shift; we bring experiential retail to India.

Alongside, the young, well-travelled consumer today is looking for hyper-personalization, not off-the-shelf luxury, and that’s exactly what Vercelli is designed to deliver.

Looking ahead, our plan is to expand this model nationally, staying rooted in the same philosophy — personalization, experience, and product genuinely built for the Indian consumer.

Looking back on your journey so far, what has been the most rewarding moment as a founder, and what advice would you give aspiring entrepreneurs looking to build a fashion brand today?

The most rewarding moment has been that our clients and visitors have appreciated our store, our products and have come back again to us for one more experience. And this is our high point.

My only message to my fellow entrepreneurs would be to have clarity in our vision and be consistent with what we have decided year after year. Focus on quality and stand out in the crowd.

Was there a defining moment when you realized Vercelli had the potential to become a national brand and perhaps also an international brand?

Vercelli is an international brand and we acquired Vercelli in 2015. Over the years we built it into a young, fast-growing brand with distribution across 1,000 premium multi-brand stores in India — that scale and the trust we earned along the way gave us the confidence to go further.