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About Us
A name
born from
love.
The story of MAGS by Sananda Basak
In Kolkata, there is a magazine so beloved, so iconic, that it became part of the city's soul. Its name: Sananda.
When a young man fell for a woman who carried that very name, he had only one thing to call her — MAGS. Short for magazine. Full of stories. Impossible to put down.
That name became a brand. And that love story became a label.
Trained in craft.
Driven by instinct.
Sananda Basak grew up in Calcutta — a city that dresses with intention, where traditional textiles and Bollywood glamour coexist on the same street. That duality never left her.
She trained at INIFD Kolkata, one of India's premier fashion institutes, before moving to Pune to build something of her own. In 2009, she founded MAGS — a service-based atelier where every piece was made to measure, every customer treated like a muse.
For ten years, she perfected the art of listening to a woman's body, her life, and her story — and translating all of it into cloth.
"Every woman deserves to walk into a room and own it — not because of what she spent, but because of what she wears and what it stands for."— Sananda Basak, Founder & Designer
When being different
became the only option.
After a decade of building quietly, Sananda was ready to launch her first original collection. But standing in a city full of talented designers, the question was unavoidable: Why would anyone choose us?
The answer came not from trend reports or market research — but from conscience. Every other designer was making beautiful clothes. Almost none were asking what those clothes were doing to the planet.
So MAGS made a decision: no compromise on fabric, no shortcuts on process, no excuses. Every piece would be designed for a woman who cares — about how she looks, and about the world she lives in.
Sustainability wasn't a marketing strategy. It was the only path that felt honest.
Three things we will
never compromise on.
Every MAGS collection is limited. Every piece is personal. We don't chase volume — we chase distinctiveness. When you wear MAGS, you are wearing something that very few others in your city own.
We use Lenzing EcoVero™, Bemberg™, Birla Lyocell, and Jilin Viscose — all sourced from responsibly managed forests and certified sustainable processes. Our fabric scraps become handmade jewellery. And for every outfit sold, we plant a tree — in partnership with Sankalptaru.
Sananda spent ten years dressing women by hand. That obsession with fit never left. Every MAGS piece is designed to feel as good as it looks — and our bespoke service ensures it fits you, and only you, perfectly.
She doesn't follow trends.
She starts conversations.
The MAGS woman is confident without being loud. She has taste that can't be bought — only developed. She walks into a room and her outfit becomes the quiet centrepiece of every conversation.
She knows that true luxury isn't about the price tag. It's about knowing that what you're wearing was made with intention — for the planet, and for you.
She is one in a million. So is every piece we make for her.
Wear something
worth talking about.
Browse our latest collections, explore bespoke services, or simply stay a while. Every piece has a story. We'd love for you to be part of it.
Explore the Collection