About Better Basics
Better doesn't shout.
We're a small team in India making basics worth keeping.
A note from the founder
Most basics in India aren't really basic. They're either marked up because they're imported, or cheap because they cut corners on fabric, fit, or finish. I started Better Basics because I couldn't find clothes that simply worked — that fit a real Indian body, that didn't bag out after a wash, that I could buy without thinking and wear without thinking about.
We don't make trend pieces. We make tees, bottoms, and a small range of essentials, in fabrics we've spent years getting right. We test fits on real people. We size for Indian bodies — short, regular, tall. And we keep the line small enough that we can stand behind every piece.
If something doesn't work for you, tell us. If we're missing a fit or a colour, tell us. The brand grows with the people wearing it.
— Shivaan, founder
How we work
Our principles
We start with natural fibres.
Cotton and modal are the foundation of almost everything we make. Spandex earns its keep where it adds stretch and shape retention. Polyester only where it genuinely improves the garment — warmth, drape, durability.
We offer fits, not just sizes.
Most brands give you a size letter. We give you a fit choice — Slim for structured, Regular for everyday, Relaxed for the heat — across Short, Regular, and Tall lengths. Indian bodies and Indian preferences vary more than S/M/L can capture, and the way you want clothes to sit on you shouldn't be a compromise.
We test before we sell.
Every fabric goes through wear and wash testing. Every fit gets tried on in real wardrobes. For every fabric we pick, there are several we reject — we'd rather you not have to experiment with what you wear every day.
We don't chase trends.
Trends sell once. Basics sell every year. We'd rather make the perfect tee that you reorder three times, than ten new tees you'll forget about.
We try to be honest.
Where we use synthetic fabrics, we say so. Where we use blends, we explain why. Where we're still figuring something out, we say that too. No marketing language we wouldn't use in person.
A short list
What we don't do
A short list. We say no more than we say yes — here's where we draw the line.
We don't run sales.
Discounts on day-one pricing means the original price was inflated. We'd rather price it right than mark it down.
We don't do drops.
Drops are scarcity marketing. We keep what works in stock and restock what runs out. Whatever you ordered last time is still here.
We don't do fast fashion.
Every piece is meant to last years, not seasons. If a fabric thins out, a seam splits, or a colour fades — we want to know.
We don't sell to retailers.
Direct to you means we control fabric, fit, and finish end to end. No middlemen, no shelf pressure, no quality compromises to hit a price point.
The receipts
In numbers
11
fabrics in our catalogue, each tested and chosen
18
size combinations on every tee
3
fits — slim, regular, relaxed
~95%
of fabrics rejected before we picked one
If you want to see how
If you want to see how, we break it down on Instagram.
The Better Breakdown is a series where we compare our products side-by-side and explain what we made each piece for. No spec sheets — just the actual fabric in hand.
Watch the BreakdownFind us
Questions, feedback, ideas — we read everything.
Better Basics · Culture Uniforms Pvt Ltd · Noida, India