Building a fashion brand in a competitive market requires more than following trends. For entrepreneur Gibbs Jain, the idea behind Tivae began with a gap he saw in the market—customers looking for dresses that offer a premium appearance without carrying a premium price tag.
As the Founder of Tivae, Jain is working to develop the brand around affordable fashion for women, with a particular focus on dresses and outfits suited for parties, celebrations and other occasions.
The brand’s positioning is centred around what Jain describes as accessible luxury—fashion that looks refined and contemporary while remaining within reach of a wider customer base.
Building Tivae Around the Customer
Rather than approaching Tivae only as an online clothing store, Jain is developing the business around its complete product journey.
Tivae works on its own clothing manufacturing, giving the brand greater involvement in product development, quality and pricing. The finished products are then offered to customers through online channels, including the brand’s digital platforms and marketplaces such as Amazon and Flipkart.
This model allows the company to maintain closer control over its products while also making them available to customers across different online shopping platforms.
Fashion for Occasions
A significant part of Tivae’s product direction is centred around occasion wear.
The brand is targeting customers looking for outfits for parties, dinners, celebrations, dates and other social occasions. The objective is to offer pieces that can make customers feel dressed up and confident without necessarily requiring them to spend heavily on designer or luxury labels.
“We want Tivae to be a brand that people can turn to when they want to look and feel special. The idea is to offer a premium experience at a price that makes sense for the customer,” says Gibbs Jain, Founder of Tivae.
A Different Journey Into Fashion
Jain’s entry into the women’s fashion segment is also notable. Coming from outside a traditionally women-led category, he is building the brand by focusing on customer preferences, product development and digital commerce.
The approach is less about creating a large catalogue and more about establishing a recognisable identity for Tivae.
As the brand develops, its focus remains on contemporary designs, accessible pricing and products that fit into the occasions where customers want to make an impression.
The Road Ahead for Tivae
For the brand, the next stage will involve expanding its product portfolio, strengthening its online presence and building greater awareness among customers.
Jain’s longer-term vision is to establish Tivae as an Indian fashion label associated with quality, affordability and occasion-ready style.
The company is still at an early stage of its journey, but its combination of manufacturing, digital-first distribution and affordable positioning gives Tivae a foundation from which it can continue to grow.
For Gibbs Jain, the objective remains straightforward: build a fashion brand that makes premium-looking clothing more accessible and gives customers more reasons to dress up.
About Tivae
Tivae is an Indian clothing and lifestyle brand founded by Gibbs Jain, focused on contemporary women’s fashion and occasion-ready clothing at accessible prices. The brand sells through its online platforms and leading e-commerce marketplaces.
Founder: Gibbs Jain
Website: www.tivae.in
Instagram: @tivae