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Brijesh Dahiya, Kuldeep Singh, Founders, Gulabo Chhap Design works ( Cheapsex boxers)

Team YS
26th Jun 2010
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“Cheapsex boxers by Gulabo Chhap”

cheapsex Founders

Brijesh Dahiya is the founder and designer at Gulabo Chhap Design works. While the rustic name with the inference to raunchy pun based jokes may catch one off balance, its products are sure to knock you out. Cheapsex boxers are the apparel equivalent of Andy Kaufman gags and Brijesh is a man with a mild case of young entrepreneur’s humor.Yourstory got Brijesh to speak on his entrepreneurial aspirations and his Cheapsex boxers

What are Gulabo Chhap and Cheapsex boxers?

Cheapsex boxers are the in-house label of GULABO CHHAP DESIGN WORKS, a design firm established in January 2010 by brijesh dahiya and kuldeep sigh. Where brijesh brings in the design, kuldeep lays down the structure and takes care of the operation of their label CHEAPSEX BOXERS. We here at cheapsex, realized the lack of interest and attention given to the humble boxer shorts, every man’s product of need. We then married the product with our philosophy of color, kitsch, pun and sexual satire. A product everybody wishes to own, but nobody dares making. Looking at the international fashion exposure and higher levels of social evolution seeping into our societies at large.. The time could never have been better. People love what we have done to their regular pair of shorts and are more than happy to have a slice of humor and fun in the most personal product in their wardrobe.


cheapsex Logo

What is the Gulabo Chhap Design works business model?There isn’t a very major business model that we follow here. The life blood of this business is our outlook towards the ‘mundane’ and the soul we render to our product through our designs. We take care of everything from fabric sourcing to dyeing and printing. All production facilities are outsourced and the retail happens through established fashion boutiques/stores across Delhi, Bombay, Pune and Bangalore.

What are your plans for Gulabo Chhap Design works?

cheapsex Founder
cheapsex Founder

We plan to get into various other product categories to expand our reach to the customer. Since our product caters to a certain client with a capacity to enjoy (responsibly) a sense of humor in fashion, and be able to boldly carry it too. Our retail would be very selective and high end. A place where somebody has a knack of enjoying a kinky product without feeling embarrassed. Somebody who’s aware and educated. So the scale only expands in categories and numbers. Looking ahead we also plan to undertake in-house production of selective products.How did entrepreneurship happen for you? What was the most difficult part?

I did stick to a 9 to 5 job for 2.5 years in the corporate fashion industry and only to realize my detest of safe playing in design and fashion, corporate politics and lack of freedom which is the soul of every design person. I wanted to do something which was more stirring and fun… Something that came to me naturally.

The easiest challenge was to talk my parents and my partner, Kuldeep Singh into the venture. We haven’t yet had a big challenge as yet, except that it has always been and still is a mighty difficult task to bring to terms a lot of retailers with what we ask them to sell for us!. A lot of them refused outright and a lot of them have been great enough to show belief and house us!.

What do you think an (Indian) entrepreneur needs to succeed?

In my remark, we need a bigger population of socially evolved people who can make an equally adventurous set of customers as our set of budding entrepreneurs who have no dearth of out of the world ideas!!...obviously a bigger market with better competition will bring out the best in you.

Also we need to think a lot on the lines of ‘global’ rather than ‘west and east’, them and us!.

What is the biggest mistake you have made strategy wise?

Luckily we haven’t yet messed up big time!..:)..But we did go a little off the mark doing our initial budgets at the production and pre launch level!!..But we’ve been managing well!..and also the judgment of a good design from a bad one always is tricky unless a certain one stops moving out of the warehouse…and some got sold out too soon!!..So we’re sharpening our senses there!.

What keeps you focused on your goals?

Every moment of difficulty in business is a challenge and a test of your will power and belief. These tests have been a great driving force. And every challenge won over sure gives you the thrill to keep the buckles on and look ahead to the ride!

What should a Young Entrepreneur include in their plans?

I’d do the cliché and say that a firm belief is the primary driving force so do have that in your ideas!!!..You can only know their worth once you apply them. And if you have a clarity of vision it’s just the first few steps that demand a great effort…work hard and have fun with what you are doing…it keeps you going on and makes it damn easy!!

Yourstory wishes Brijesh Dahiya many happy innuendo loaded design inspirations at Gulabo Chhap. We are sure that success will be theirs and they will laugh all the way to the bank.

Visit Cheapsex Boxers here and follow them on Facebook here

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