Playful and provocative, Erobold was launched in 2023 after founder Sanket Shingare realised there was a significant gap in the Indian market for ‘trendy erotic menswear’. This Mumbai-based brand has seen tremendous success over the past year thanks to its bold campaigns and functional yet aesthetically pleasing underwear.
As more men become willing to experiment with daring clothing – both in bed and out – the brand looks forward to expanding its sizeable customer base, offering bolder, sexier clothing and pushing the boundaries of visual pleasure and intimacy.
Shingare explains that he has a six-year background in digital marketing, which is evident in Erobold’s successful social media presence and campaigns.
“At Erobold, we are a data-driven brand that believes in designs that resonate with our customers. Our design process involves intensive market research on the latest developments in the fashion industry, understanding customer requirements and feedback, and constantly asking, ‘What’s next?’ We combine premium design concepts, classic fits, and affordable price ranges with high quality standards. Each item is designed to give you confidence and give you that extra push from within. Our design process is both meticulous and innovative, ensuring that our products stand out in the market. We plunged in with a bold approach and were initially cautious about how the product would be perceived, but were pleasantly surprised by the overwhelming response from customers. We wanted to give a taste of Erobold; now we can serve the full package,” he says.
When Shingare noticed a lack of quality men’s underwear in India, he devoted himself extensively to studying materials and fabric types, historical fashion, culture, market trends, competitive analysis and consumer insights. This extensive research ensured that his products were both innovative and relevant. Erobold was a smash hit, especially with the gay community, who welcomed it with open arms.
“The gay community has been incredibly supportive and their openness towards experimental clothing fits perfectly with the Erobold ethos. The overwhelming love and appreciation we have received validates our commitment to quality and innovation. We know that Indian consumers are rational and appreciate brands that keep their promises,” explains the founder.
But that’s not all. Shingare points out that Erobold’s consumer surveys have underlined the brand’s positive reception across all segments of its diverse target audience.
“Fashion is evolving and traditional gender labels are losing their meaning. We have received positive feedback from cis-het men and women who appreciate the brand’s efforts to offer something unique. They have expressed a newfound interest in experimenting with designs that break traditional norms. Erobold has become a part of the lives of many cis-het couples, where both partners believe in enhancing their experiences for each other. Modern men are increasingly realizing the importance of contributing to visual pleasure and intimacy in their relationships,” he says.
As Erobold’s products grow in popularity, the brand is careful to set prices for its garments consciously.
“Our fabrics are carefully selected to meet the highest standards of quality, comfort and sustainability. We work closely with trusted suppliers and manufacturers who share our commitment to ethical production. The selection process takes into account factors such as fabric type, origin and production methods. Pricing requires a thorough evaluation of several elements, including material costs, production costs, labor and market demand. We strive to provide exceptional value by balancing premium materials and craftsmanship with competitive pricing,” he says.
As for their exciting campaigns and photoshoots, Shingare admits that his vision and goal is to create a significant social media impact that resonates with Erobold’s audience.
“Our first launch photoshoot highlighted the beauty of the golden hour with Indian tan underwear and a bromance workout buddies concept. This was followed by our Berlin techno theme which was used to launch the Zipper Frontline Bodysuit which became a huge hit in the crowded digital space. We have also done thematic shoots like ‘Fire and Vengeance’ and the popular ‘Boys on the Beach’ shoot which received a lot of traction. Location plays a crucial role in the entire process of the photoshoot. Be it a landscape, a luxurious interior or a natural setting on the outskirts of the city, the choice of backdrop along with props and styling is carefully curated to complement our designs and create a cohesive visual story,” he explains.
Note:
The information in this article is correct as of the date of publication.
