The world of fashion is evolving, and Spykar is leading the charge. Known for its iconic denim and Made in India heritage, the brand is now diving into long-form storytelling with its new podcast, It’s in Our Jeans/Genes. This exclusive interview, conducted by Gurbir Singh Gulati, Editor-in-Chief, IFAB Media | www.infashionbusiness.com, unpacks why Spykar is more than just jeans; it’s about culture, identity, and connecting with the pulse of young India. We spoke to Sanjay Vakharia, Co-Founder & CEO, about the inspiration behind the podcast, the brand’s Made in India ethos, retail strategy, and what’s next for Spykar.

PODCAST VIBES: IT’S IN OUR JEANS/GENES

Spykar has always been a pioneer in connecting with youth culture. What inspired you to launch a podcast as your next major marketing initiative, and why did you feel this was the right time?

At Spykar, fashion has always been about more than just denim- it’s about identity, expression, and connecting with the pulse of young India. We felt the timing was perfect to step into long-form storytelling because this generation doesn’t just want products, they want narratives that resonate with their ambitions. A podcast allows us to engage with them authentically, through stories of resilience, creativity, and pride that mirror their own journeys.

The name ‘It’s in Our Jeans/Genes’ is both clever and symbolic. How does this dual meaning reflect Spykar’s brand DNA and its identity as a truly Made in India brand?

The name captures the essence of Spykar beautifully. Jeans represent our denim legacy, while Genes stand for our Indian identity and originality. It also reflects our philosophy that “it’s in our genes” to deliver high on our product-versus-delivery promise, creating products and building a brand that makes India proud. It reinforces the idea that style and culture are inseparable — they’re coded into who we are. For Spykar, being a Made in India brand has always been central, and this name ties our product heritage with our cultural DNA in a way that feels fresh and powerful.

Your debut episode featured Sujata and Taniya from Suta. What made them the perfect voices to kick off this series, and what kind of stories or changemakers are you looking to feature next?

Sujata and Taniya embody the balance of heritage and modernity. Their journey with Suta - reimagining the saree for today’s generation while empowering artisans - reflects the values Spykar stands for. They were the perfect voices to kick off this series. Going forward, we will bring on creators, entrepreneurs, and cultural changemakers from technology, food, music, and beyond — voices that inspire and define what the new India looks like.

How do you envision this podcast reshaping the way young India perceives Spykar - not just as a fashion brand, but as a fashion storyteller and thought leader?

This initiative is about positioning Spykar not just as a denim label, but as a storyteller and thought leader. By curating conversations with changemakers, we are placing ourselves at the heart of youth culture. It’s about showing that Spykar is part of the conversations shaping identity, ambition, and pride in India today.

Podcasts are a long-form content format in an increasingly short-attention world. What’s your strategy to keep Gen Z and millennial audiences consistently engaged with this series?

We are mindful of that. The strategy is layered — while the full conversations live on Spotify, YouTube, and Apple Podcasts, we’ll complement them with snackable reels, behind-the-scenes moments, and interactive content across Instagram and other social platforms. Whether someone has three minutes or thirty, they’ll find a piece of content that engages them.

MADE IN INDIA, STYLED FOR YOUTH

What role do heritage and Indian identity play in the way you design, market, and position Spykar in today’s fashion landscape?

Heritage and identity have always been at our core. We are proud of being a truly homegrown brand that competes globally while staying rooted in Indian culture. A big part of that pride is our focus on fits designed specifically for Indian bodies — because at Spykar, our fits are made to “fit India well.” Our collections are versatile enough for festivals, work, or leisure, and our campaigns consistently highlight the pride of wearing an Indian denim brand.

Many customers wear Spykar with a sense of pride in its Indian roots. How do you plan to build on that sentiment through future marketing campaigns or brand experiences?

We want to strengthen that connection by speaking to young India in the genres and spaces that matter most to them - whether that’s music, sport, content, or entrepreneurship. Our campaigns, collaborations, and storytelling will increasingly reflect their interests and aspirations. By engaging them in their own cultural language, we ensure that Spykar isn’t just a brand they wear, but a brand that truly understands and represents their identity.

RETAIL GAME STRONG

Spykar has a strong presence across EBOs, MBOs, large format stores, and online platforms. How are these channels performing, and what unique role does each play in driving Spykar’s growth story?

Each channel complements the other. Our Exclusive Brand Outlets allow us to deliver a full brand experience, MBOs extend our reach into diverse markets, large format stores give us scale and visibility, and our online presence ensures we are accessible anytime, anywhere. Together, they form a robust ecosystem that keeps us close to the consumer.

FUTURE MOVES

What are your upcoming retail expansion plans? Are there specific regions or cities where you see untapped potential for Spykar’s growth? We see tremendous opportunity in Tier 2 and Tier 3 cities, where appetite for branded fashion is rising rapidly. At the same time, metros remain crucial for reinforcing aspiration. Our expansion strategy is about striking the right balance — making Spykar both aspirational and accessible.

In terms of product strategy, what new categories or segments are you planning to explore while staying rooted in denim?

Denim will always remain our anchor, but we’ve also seen tremendous response to our Underjeans line, which covers innerwear and athleisure essentials. Another strong focus area is women’s jeanswear, where we see huge potential to bring Spykar’s fits and style sensibility to a wider female audience across India. Our focus is to strengthen these spaces — refining fits, fabrics, and comfort while keeping it aspirational and youth-driven.

With quick commerce reshaping shopping behavior, do you see an opportunity for Spykar to leverage these platforms for certain product lines or limited-edition capsule drops?

Definitely. Quick commerce speaks to instant gratification, which aligns perfectly with youth behavior. While denim may not fit this model, categories like fragrances, accessories, and underjeans can.

Is there any additional message or perspective you would like to share with our readers about Spykar’s journey ahead? Spykar’s journey has always been about staying true to youth culture while pushing boundaries. With this podcast, new product categories, and retail expansion, we’re reaffirming our commitment to being more than India’s finest denim brand — we are a storyteller of ambition and pride. That’s in our jeans, and in our genes.

As Spykar continues to push boundaries, it’s clear that the brand is no longer just about denim; it’s about storytelling, culture, and connecting with young India in a language they relate to. With It’s in Our Jeans/Genes, innovative product lines, and an expanding retail footprint, Spykar is not only shaping fashion trends but also inspiring ambition and pride across the country. For those who wear Spykar, it’s more than style; it’s a statement, a lifestyle, and a celebration of being proudly Made in India. The journey is just getting started, and Spykar is ready to write the next chapter, one story at a time.