
Spokesperson: Saurabh Agrawal, Co- Founder and CEO, Harfun
The Name Behind the Brand
“Harfun” is a unique and intriguing brand name. Could you walk us through the thought process or philosophy behind choosing this name? Does it reflect a deeper ideology or aspiration for the brand?
Ans: The name “Harfun” was chosen with careful intent, reflecting a deeper aspiration and ideology for the brand. The inspiration behind the name and the company itself was rooted in a period of significant change—the blurring of boundaries between work and life during the COVID-19 pandemic. With the changing needs of modern professionals, traditional formalwear felt both restrictive and outdated, while the new work-from-home reality called for something far more flexible and comfortable.
The philosophy behind the name and the brand is about creating a movement—one that reimagines workwear not as a uniform, but as an enabler. It’s about blending science-backed innovation and design to empower professionals to do more, move freely, and express their authentic selves throughout the workday and beyond. Rather than following fleeting trends or vanity, the brand focuses on utility, minimalism, and comfort, aiming to provide versatile, functional clothing that can transition seamlessly from professional engagements to everyday activities.
At its core, the ideology is clear: science and style are not mutually exclusive. Every garment embodies the pursuit of better performance, longevity, and versatility, built on the belief that what one wears should support their ambitions rather than limit them. The story of “Harfun” reflects an aspiration to streamline the professional wardrobe, making comfort, simplicity, and adaptability the new standard for workwear in a fast-changing world.
From Tech to Threads
You hold a B.Tech in Computer Science and an MBA from IIFT, and have held key roles in finance and strategy. What inspired your pivot from a tech-based corporate path to launching a men’s workwear fashion brand?
Ans: I commenced my professional journey in a business-centric environment at Trident, where I honed my skills in business strategy and operations. This experience broadened my understanding of how organizations function and prepared me for future entrepreneurial ventures. After my tenure at Trident, I joined a startup in the skincare D2C (Direct-to-Consumer) sector. It was here that I developed a keen interest in the D2C channel, learning to navigate the intricacies of consumer engagement and direct brand relationships. This exposure allowed me to gain valuable insights into consumer preferences and digital marketing dynamics.
My journey with Harfun has been shaped by a passion for tackling real consumer problems. My background in business, coupled with hands-on experience in the skincare D2C domain, inspired me to lead Harfun with a vision centered around understanding and solving the genuine needs of customers. This approach sets Harfun apart as a company dedicated to meaningful innovation and customer-driven impact.
Creating the WorkWear 2.0 Category
How did you identify the gap in India’s workwear market, and what challenges did you face while introducing an entirely new category?
Ans: At Harfun, the journey began by closely observing the struggles faced by Indian professionals with traditional work attire. The prevailing options were stiff, uncomfortable formals and did not address the reality of long workdays, travel, or the need to transition from office settings to other activities seamlessly. The COVID-19 pandemic and rise of remote and flexible work only amplified these challenges, with professionals seeking clothing that was both presentable and comfortable for varied environments.
By engaging directly with our early users, conducting hundreds of customer conversations, and personally experiencing the discomfort of legacy office wear, we uncovered a significant gap: there was a lack of clothing that combined the sharpness of formals with the functionality and comfort found in performance fabrics. Most Indian menswear brands had not yet embraced advanced, science-backed fabrics for office-wear, relying instead on traditional materials that did not meet the evolving needs of India’s workforce.
Challenges in Creating WorkWear 2.0 as a New Category
Introducing an entirely new category required far more than just product innovation. Some of the major hurdles we at Harfun faced included:
- Educating the Market: Consumers naturally gravitate toward familiar clothing. We had to clearly communicate how WorkWear 2.0 went beyond conventional formals by offering real, tangible benefits like comfort, functionality, and style – using digital storytelling, influencer collaborations, and tapping the right target audience.
- Technological Barriers: The Indian textile industry was not prepared for the mass manufacture of garments with performance features like advanced dyeing, ultra-stretch, and innovative blends. Lead times were long, and sourcing the right materials required focused R&D. To overcome this, we built in-house research capabilities, collaborated with institutes in India and abroad, and constantly iterated on our material technology.
- Building Credibility: As a new entrant and a disruptor, customers initially hesitated to try an unfamiliar brand that promised a ‘revolution’ in workwear. Through relentless attention to product quality, performance, and customer feedback, we built a strong community of 1 Lakh+ working professionals, with a notable 70% repeat purchase rate.
- Shifting Consumer Mindset: Changing wardrobe habits rooted in decades-old traditions takes time. We emphasized ‘utility over vanity,’ helping customers appreciate that professional attire could be both aspirational and functionally superior, not just a look.
The result is WorkWear 2.0—a category that fuses minimalistic design with next-gen fabrics. We engineered features like 6X SmartTech°™, ZeroSweat° Tech™, SPF50+ UV protection, and four-way stretch into our collections, delivering sharp, all-day comfort for India’s modern working men. What began as a pivot from athleisure is now a thriving movement, with Harfun’s mission to revolutionise the workdays of modern men.
Proprietary Fabric Technologies
Harfun is built on science-backed clothing innovations like 6X SmartTech°, Helix° Fiber, and ZeroSweat° Tech. Could you explain how these technologies are developed and tested—and how they specifically benefit modern Indian professionals.
6X SmartTech°™: Material Science-Driven Innovation
- Development: 6X SmartTech°™ uses molecular modification, hydrophobic fibers, antimicrobial coatings, and advanced knitting for flexibility. This technology integrates six intelligent features into a single fabric: wrinkle resistance, moisture-wicking, anti-odour, 4-way stretch, SPF 50+ UV protection, and an ultralight, breathable structure.
- Testing: We conduct laboratory testing on our clothes and have our product team wear them regularly to evaluate the fabric, fit, and design in real-life conditions.
- Benefit: 6X SmartTech°™ embedded fabric keeps one feeling sharp, comfortable, and fresh all day, whether in air-conditioned offices or out in the sun.
Helix°™ Fiber: Advanced Movement & Comfort
- Development: Helix°™ Fiber technology combines elastomeric fibers with advanced moisture management and wrinkle resistance systems. The research made by advanced fiber engineering balances core strength and flexibility.
- Testing: Harfun conducts lab-based stress and movement tests to simulate a variety of daily office motions. Our product team also wears the clothes regularly to evaluate the fabric, fit, and design through real-world use.
- Benefit: For the modern Indian professionals, Helix°™ Fiber delivers effortless movement and all-day ease without sacrificing elegance or structure.
ZeroSweat° Tech™: Rapid, Real-World Sweat Management
- Development: Built to tackle India’s heat and humidity, ZeroSweat°™ Tech combines ultralight fabric with a dense network of microscopic wicking channels. This system quickly pulls moisture from the skin, distributes it throughout the textile, and enhances evaporation.
- Testing: ZeroSweat° Tech™ is tested for hot and humid climates, with simulations across dry, humid, and rainy conditions to measure how quickly moisture dries.
- Benefit: This technology dries sweat in 25 seconds, leaving one cool, comfortable, sweat-stain-free, and focused throughout the day, even during long meetings, commutes, or outdoor work.
IQ°Tech™: Futuristic performance fabric
- Development: IQ°Tech™ is crafted from special elastane blends and features an open-weave construction with micro-ventilation for breathability.
- Testing: The fabric undergoes rigorous lab tests for abrasion, stress, and static resistance, along with simulations in dry, humid, and rainy conditions to measure how quickly moisture dries.
- Benefit: Delivers flexible, lightweight, and non-cling comfort—keeping professionals cool, sharp-looking, and irritation-free, even through hectic, multi-activity days.
Harfun’s D2C Growth Engine
The brand has achieved a 400% CAGR and an MRR of ₹4 crore—an impressive feat. What’s the core of Harfun’s D2C strategy that’s driving such explosive growth?
Ans: Harfun’s explosive D2C growth is underpinned by a deeply customer-centric, technology-driven strategy that fuses direct market feedback with proprietary product innovation and a relentless focus on digital excellence. The core of their D2C engine includes:
- Tech-backed Differentiation: Harfun’s unique value proposition is rooted in science-driven, functional workwear (with proprietary technologies such as 6X SmartTech°™, ZeroSweat° Tech™) tailored for Indian professionals, rather than just following trends. This sharp brand positioning—solving real pain points around comfort, convenience, and appearance—has allowed it to stand out in a crowded market.
- Direct Consumer Feedback Loops: Harfun’s strategy places heavy emphasis on continuous user feedback, using direct communication and high-frequency iteration to refine products and introduce new lines. This approach has fostered product-market fit, resulting in strong repeat buying.
- Digital-First, Data-Driven Execution: The brand prioritizes online channels (own D2C site and marketplaces) to control the customer relationship, collect granular data, and fuel rapid, personalized growth marketing. Influencer marketing and digital campaigns have been key levers that convert awareness into loyalty.
- Clear Brand Mission & Community Building: Rather than only selling garments, Harfun’s brand story focuses on empowering professionals to do more, creating a strong identity and loyal following—helping explain the high repeat purchase rates and organic growth.
From Bootstrap to Boardroom: The Funding Playbook
Is Harfun completely bootstrapped, or has it attracted external investors? What’s your philosophy around VC funding versus organic growth for a consumer brand like Harfun?
Ans: To kickstart Harfun’s journey, we raised our initial funds from friends and family. This early support allowed us to manage our working capital needs effectively while also gaining the momentum required to achieve our first phase of traction. These were people who believed in our vision from the outset, and their trust gave us the confidence to take bold early steps.
While we are open to securing venture capital in the future, our approach to funding is guided by more than just the size of the investment. We place equal, if not greater, importance on partnering with the right investors or institutions—those whose values, expertise, and networks align with Harfun’s long-term mission. For us, the right funding partner should contribute strategic insight, open the right doors, and actively support the challenges of scaling, along with providing capital. Choosing the right investment partner will certainly be a vital step in driving Harfun into its next growth phase while staying true to our core mission of solving real consumer problems.
Harfun on Shark Tank India
Many D2C founders view Shark Tank as a high-visibility growth channel. Have you considered or applied to Shark Tank India? What are your views on such platforms for emerging brands?
Ans: It’s definitely a great platform for visibility. However, we haven’t explored it yet, as we feel it’s still a bit early and our current focus is on solving consumer problems first.
Positioning in a Crowded Market
With so many D2C and legacy brands in men’s fashion, what’s Harfun’s moat? How do you plan to retain that competitive edge as the market evolves?
Ans: Harfun stands apart in the bustling men’s workwear space by pioneering a unique category—WorkWear 2.0—which combines cutting-edge fabric technology with purposeful, minimalist design. Unlike traditional brands that often rely on conventional fabrics, or many newer entrants focusing mainly on style trends, Harfun centers its offering on functional innovation tailored for Indian professionals who demand comfort without sacrificing polish.
The differentiating parameters are proprietary fabric technologies like 6X SmartTech°™, Helix°™ Fiber, and ZeroSweat° Tech™. These innovations imbue garments with sought-after benefits such as wrinkle resistance, enhanced stretchability, moisture-wicking, anti-odour properties, rapid sweat management, UV protection, and all-day lightweight comfort — features uncommon in India’s conventional workwear market.
This edge is strengthened by ongoing deep partnerships with leading research institutions in India and globally, driving continuous breakthroughs in fabric and garment technology. Harfun’s unwavering focus on functional utility—prioritizing customer insights over fleeting trends—ensures products evolve with real user needs. Coupled with a digital-first D2C approach and plans for experiential retail, Harfun maintains direct customer connections, leverages rich data for agile innovation, and fosters strong brand loyalty.
Expansion into Offline and International Markets
You’ve hinted at plans for offline experiential stores and global expansion. What’s your blueprint for these next milestones—and how do you plan to keep the customer experience consistent across touchpoints?
Ans: While we already have a strong D2C presence and live in Dubai and the UAE, our current focus is on delivering a consistent, high-quality experience across multiple touchpoints before moving into offline retail. The plan for offline expansion focuses on launching experiential stores that enable customers to physically engage with our innovative WorkWear 2.0 fabrics. The first store is planned for Delhi NCR, with pilot locations in Bangalore and other metros, supported by collaborations with R&D facilities to ensure an unparalleled in-store experience. Internationally, we’ve begun shipping to the Middle East and plan to extend our digital-first D2C model to markets like North America and Europe.
10. The Indian Man & His Wardrobe: Then vs Now
How have consumer preferences shifted post-pandemic in the workwear category? What insights have you gathered from your repeat buyers and feedback loops?
Ans: Consumer preferences in Indian men’s workwear have shifted significantly post-pandemic, driven by a demand for comfort, functionality, and versatility that traditional formalwear failed to offer. Before the pandemic, men’s workwear was heavily tied to rigid dress codes. Post-pandemic, with remote and hybrid work becoming common, Indian professionals have gravitated towards lightweight, breathable, stretchable, and performance-oriented fabrics that allow seamless transitions from meetings to casual errands without compromising on style and professionalism.
Key consumer preferences and insights, especially from Harfun’s repeat buyers and feedback loops, include:
- Performance-Driven Fabrics: Features like 6X SmartTech°™, ZeroSweat° Tech™, and Helix°™Fiber are highly valued for delivering comfort, breathability, effective sweat management, and stretch—making them ideal for India’s climate and long working hours.
- Low Maintenance, All-Day Wear: There’s strong preference for wrinkle-free, odor-resistant garments that are easy to care for and reliable for both daily commutes and travel.
- Hybrid & Ergonomic Design: Customers appreciate relaxed fits and ergonomic tailoring that ensure comfort without sacrificing a sharp, professional look or any fitting hassles.
- Versatility & Practicality: Today’s workwear needs to transition seamlessly between professional meetings, remote work, and casual errands—reflected in demands for lighter fabrics, more color options, and built-in UV protection.
- Direct Impact of Feedback: Harfun uses ongoing feedback to evolve products—adapting features and styles rapidly based on what customers ask for most.
Harfun’s consistently high repeat purchase rates and positive feedback underscore deep brand trust and satisfaction with these priorities, signalling that the future of Indian men’s workwear lies in performance, practicality, and thoughtful, customer-responsive innovation.
Building a 100-Million-Wardrobe Vision
Your bold vision is to enter 100 million wardrobes by 2035. What’s the roadmap—from tech, team, to retail strategy—towards that ambitious target?
Ans: From Harfun’s perspective, the roadmap to entering 100 million wardrobes by 2035 involves a combination of technology innovation, team building, retail expansion, and customer-centric strategies:
Scaling GMV and Revenue:
Near-term targets include reaching ₹100 crore in GMV by FY26 and scaling monthly recurring revenue while expanding the range of SKUs and styles. By sustaining rapid growth and brand trust, they aim for mass-market penetration sufficient to enter 100 million wardrobes globally by 2035.
Technology and Product Innovation:
Harfun continues to invest heavily in proprietary fabric technologies such as 6X SmartTech°™, Helix°™ Fiber, and ZeroSweat° Tech™ to develop workwear that blends comfort, functionality, and style tailored for modern Indian professionals. Continuous in-house R&D, collaborations with institutes in India, Japan, and Thailand, and a strong feedback loop with customers ensure ongoing product refinement and relevance to diverse climates and work styles. The introduction of futuristic product lines like the “2035 Work Suit” also signals commitment to pushing innovation boundaries.
Team and Operational Excellence:
Harfun’s growth is supported by a strong, focused team dedicated to scientific fabric innovation, customer experience, digital marketing, and supply chain efficiency. Scaling the team with expertise in retail, international business, and technology will be central to executing the ambitious vision.
Customer Community & Brand Loyalty:
Harfun’s strategy leverages a loyal and growing customer base—over 250,000 served so far—with high repeat purchase rates (70%+) as a foundation to create a strong community around the brand’s philosophy of “utility over vanity.” The brand engages customers via storytelling, events (e.g., WorkWear Revolution), and continuous feedback loops that influence product evolution.
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