S anskriti Telang, founder of STAAD, redefines India’s equestrian lifestyle with sustainable, elegant gear for riders. Inspired by India’s rich equestrian heritage and artisan craftsmanship, STAAD bridges tradition and modernity, empowering riders with functional, stylish products while preserving endangered crafts. Sanskriti’s journey highlights perseverance, innovation, and storytelling.
In the heart of India, where culture and tradition meet modern aspirations, Sanskriti Telang has embarked on a remarkable journey to redefine the equestrian lifestyle. As the Creative Director with a background in fashion and creative direction and founder of STAAD, Sanskriti has woven her personal passions, professional expertise, and a deep-rooted love for storytelling into a brand that resonates with elegance, functionality, and a tribute to India’s heritage.
Sanskriti Telang’s journey is a tapestry of experiences that shaped her vision for STAAD. As a first-time entrepreneur with a background in fashion and creative direction, she found her passion for elevating the voices of artisans and workers during her extensive travels to factories in India, Turkey, Thailand, and Vietnam. Observing the intricate processes behind leather and clothing production, she developed a profound appreciation for the craftsmanship that brings luxury products to life. Through these visits, Sanskriti also began building strong relationships with factories, which not only deepened her respect for their work but also inspired her commitment to highlighting their contributions.
STAAD is more than a brand; it is a movement that honors India’s deep connection with horses and equestrian culture. Sanskriti’s vision extends beyond creating gear for riders. STAAD combines functionality, elegance, and a tribute to India’s rich heritage, offering a range of products that cater to riders, polo enthusiasts, and those who appreciate sophisticated fashion.
The brand’s core mission is accessibility. STAAD addresses the challenges faced by Indian riders who struggle to find well-designed, durable, and appropriately sized gear. By creating thoughtfully designed products, STAAD ensures that riders no longer need to rely on expensive imports. The brand’s offerings extend to handbags, attire, and accessories that celebrate India’s textile heritage, blending traditional craftsmanship with modern sophistication.
India’s equestrian history is a treasure trove of stories, from the origins of polo in Manipur to the tales of legendary horses that shaped battles and kingdoms. Sanskriti draws inspiration from this heritage, designing products that honor the strength, resilience, and grace of horses. STAAD’s unique offerings include the STAAD™ Heritage Bag—crafted with LWG-certified leather and featuring waterproof interiors and hydrophobic exteriors—a testament to the brand’s commitment to sustainability and quality.
STAAD also aims to preserve India’s endangered textiles and embroidery traditions. By collaborating with artisans, Sanskriti integrates these historic crafts into STAAD’s designs, ensuring their legacy endures.
Building STAAD has been a journey of perseverance and learning. Sanskriti candidly acknowledges her initial unfamiliarity with equestrian culture but emphasizes her commitment to mastering the field. She immersed herself in the community, attending polo matches, engaging with riders, and incorporating their feedback. This openness to learning and adaptability has been key to STAAD’s growth.
STAAD’s journey has been marked by significant milestones that validate its mission. A turning point came when a prominent polo club reviewed Sanskriti’s designs and expressed interest in collaborating. Another moment of pride was when Mr. Nand Kishore Chaudhary, founder of Jaipur Rugs, recognized STAAD’s vision, offering words of encouragement that continue to inspire Sanskriti.
These milestones reflect STAAD’s ability to resonate with a diverse audience, from seasoned equestrians to admirers of India’s craftsmanship and heritage.
Sanskriti’s leadership style is rooted in creating an environment where creativity thrives, and employees feel supported. Drawing from her experiences with empathetic managers, she prioritizes open communication, mental well-being, and a balance between creative freedom and discipline. At STAAD, work is not just about tasks but about building careers and fostering growth.
In the next five years, Sanskriti envisions STAAD as a globally recognized brand that celebrates India’s equestrian heritage while innovating for the modern rider. Plans include expanding into retail spaces, reviving endangered crafts, and creating gear that prioritizes the comfort of horses. STAAD aims to bridge the past and present, honoring tradition while embracing sustainability and innovation.
Sanskriti’s journey reflects her belief in the power of storytelling. Every product at STAAD tells a story—of heritage, craftsmanship, and a commitment to preserving India’s cultural legacy. Her advice to aspiring entrepreneurs is simple: start with what you have, embrace imperfection, and share your story. It is the narrative behind a brand that connects with people and makes it truly memorable.
To learn more about STAAD and its inspiring story, visit STAAD on Instagram and connect with Sanskriti Telang on LinkedIn. Discover how STAAD is redefining the equestrian lifestyle while celebrating India’s heritage and craftsmanship.
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Swastik is a seasoned Media and Marketing Expert with a strong background in digital strategy, branding, and content creation. With a passion for innovative marketing solutions, he helps businesses build their presence, engage audiences, and drive growth. His expertise spans across various industries, ensuring effective campaigns that resonate with target markets.
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