About The Founder
STAAD was established by Sanskriti Telang, a creative director and equestrian enthusiast. Born into a family of Hindustani classical musicians and poets, and trained as a Kathak dancer, Sanskriti was reared in an environment where art was not only practiced, but also lived. Since childhood, she has been a painter and has consistently interpreted the world through the prism of symbolism, rhythm, and form. Her passion for India’s equestrian traditions, where horses have long stood as pillars of history and cultural identity, emerged as a seamless extension of her devotion to heritage, elegance, and narrative.
STAAD was founded on the goal to develop a brand that not only honors India's rich equestrian heritage, but also pays tribute to the myriad art forms that contribute to its cultural tapestry. Sanskriti sees horses as living symbols of discipline, beauty, and soul. She wants to create a brand that honors Indian luxury without emulating it, combining contemporary vision with ancestral wisdom, as a result of her experience living between continents. At the core of STAAD is her conviction that India's equestrian and artistic heritage should not only be preserved, but also revered, reimagined, and led with decorum on the global stage.
Sanskriti's career as a creative director has led her all over the world, from textile hubs in India to factories in Turkey, Thailand, and Vietnam. Her responsibilities have never been limited to sketchbooks or mood boards. Instead, she has spent time developing relationships with vendors, craftspeople, and manufacturers, learning about supply chains, and immersing herself in every stage of the production process. This hands-on experience provided her with a unique glimpse into the core of brand building – the underappreciated voices, the working hands behind the scenes, and the emotional labor that brings luxury to life. STAAD was founded not simply out of a passion for design, but also out of a deep respect for the people and processes that make it possible.
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Why STAAD?
STAAD began as a personal endeavor inspired by a passion for horses, heritage, and design. While living in Texas, Sanskriti Telang was surrounded by people who rode horses, lived on farms, and represented a way of life in which horses were more than a hobby but a rhythm. She has always linked horses with grace, dignity, and calm strength.
When she returned to India, she found no single brand that met the needs of modern riders, despite the country's centuries-long equestrian tradition. While items existed in parts, there was no coherent concept that addressed both the technical requirements of horse riding and the emotional, cultural, and aesthetic complexity of the equestrian lifestyle.
STAAD was created to fill the void. It is more than just a brand; it is a platform where heritage and modernity converge in the saddle. Every stitch, buckle, form, and feel is intended to benefit both the rider and the animal. It celebrates not only the sport of riding but also the lifestyle that goes with it: grace in posture, clarity in craftsmanship, and respect for the journey. STAAD is India's first equestrian lifestyle brand, founded to honor not only the sport of horseback riding but also the elegance, discipline, and legacy that surround it.
Our Vision
To revive India’s forgotten equestrian heritage and celebrate the deep, historic bond between horses and royalty through fashion, storytelling, and craftsmanship. STAAD exists to bring horses back into the cultural spotlight — not just as animals of sport or service, but as symbols of strength, elegance, and timeless Indian tradition. Our vision is to build a world where horses are honored, cared for, and woven back into the fabric of modern Indian identity.
Our Mission
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STAAD's Philosophy
At STAAD, we believe that true luxury begins with respect — for craft, for culture, and for the hands that make it all possible. Our philosophy is rooted in empowering artisans, especially women, by honoring their skills, preserving their heritage, and creating dignified opportunities. Every piece we create carries not just design but a story — woven with care, tradition, and human connection.
CONSCIOUSLY CRAFTED
STAAD leather goods are made with 100% LWG-certified leather to fulfill the highest global environmental standards. This means less waste, safer tanning, and materials that age well, so you can carry conscientious, timeless quality.