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American Swan

American Swan

American Swan is an online fashion brand owned by The American Swan Lifestyle Company (TASLC).

[1] It was established in January 2013 and is headquartered in Gurgaon, Haryana. [2]

American Swan’s products are available on its website www.americanswan.com

American Swan recently launched its latest fast-fashion, youth collection of apparel and accessories - AS ORIGINAL.

The collection is endorsed by Bollywood actors and youth icons Sidharth Malhotra and Kriti Sanon.

American Swan
IndustryOnline Retail
FounderSanjiv Gupta, Puneet Johar, Anurag Rajpal
Key people
  • Anurag Rajpal (CEO)
ProductsShopping Cart

History and Funding

The American Swan brand was launched in January 2013 by Sanjiv Gupta, Puneet Johar & Anurag Rajpal.

American Swan is a part of TO THE NEW (TTN) Ventures an Internet products company creating and operating businesses targeted at social and mobile-first customers.

[3] [3]

Sanjiv Gupta (Co-founder & Chairman, TTN) has held senior leadership positions in Coca Cola India and Unilever.

As co-founder & CEO of TTN, Puneet Johar is responsible for managing the Asia business for the company.

He is also the founder of Tangerine Digital Media Solutions and has marketing experience with organizations & brands such as Reebok, Star and Coca Cola India.

Anurag Rajpal, Director & CEO of American Swan has 17 years' of experience in the Indian & Global fashion and apparel industry.

In his last assignment, he was leading Beverly Hills Polo Club in India.Anurag

is an alumnus of The Technological Institute of Textile & Sciences and has worked with brands& retailers like Reebok, Ecko Unlimited, United Colors of Benetton, Madura Garments & Spencer's Retail Limited. [4]


The company has a central distribution centre close to the International airport in Delhi, India.

American Swan currently ships products across PIN Codes in India through logistics service Providers like Blue Dart, GoJavas, Ecomm Express and others.

The total number of States and Union territories covered is 36 including 6139 cities.

American Swan also has India Post on board as a delivery service provider which allows delivery to over 20,000 PIN codes.

[5] [6] [7]


The American Swan range of apparel and accessories caters to the core group of 18–34 years men and women of urban demographics.

In March 2016, American Swan relaunched its "ASIAM" digital campaign of 2015 with Bollywood actor Sidharth Malhotra.

The campaign pushed the spring/summer menswear collection as Sidharth's Top 5 Looks of the season, styled by American Swan.

Other than the online marketing and print ads, Sidharth Malhotra promoted the collection by wearing some pieces during the promotion of his movie Kapoor & Sons.


In March 2015, in a digital-first campaign American Swan launched a music anthem titled “ASIAM”, featuring Bollywood stars Sidharth Malhorta and Kriti Sanon.

The song for the video has been composed by Meet Bros Anjjan and sung by Benny Dayal.

The video has been choreographed by Remo D’Souza.


In May 2014, American Swan launched an internet-based reality show called Beauty and the Blogger.

It featured eight shortlisted fashion models and fashion bloggers who competed in a multi-round contest.

The finalists were selected based on the social media presence they created.

The show was hosted by Miss Malini, Cyrus Sahukar and Anusha Dandekar.


In June 2014, American Swan launched aTwitter Store campaign—a digital store on Twitter where users could shop using tweets as currency.



  • In 2014, American Swan was awarded the Online Retail Launch Site of the Year at Asia Retail Congress. [1]

  • In 2014, Indian e-retailer Award

Brand Ambassadors

  • Sidharth Malhotra [1]

  • Kriti Sanon [1]

  • Tiger Shroff [1]

  • Lauren Gottlieb [16]

  • Shruti Hassan [16]

  • Unmukt Chand [16]


Citation Linken.wikipedia.orgThe original version of this page is from Wikipedia, you can edit the page right here on Everipedia.Text is available under the Creative Commons Attribution-ShareAlike License.Additional terms may apply.See everipedia.org/everipedia-terms for further details.Images/media credited individually (click the icon for details).
Jul 9, 2016, 8:15 PM
Citation Linkthehindubusinessline.com"American Swan ropes in Yo Yo Honey Singh as brand ambassador"
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Citation Linkzeenews.india.com"Sidharth Malhotra to endorse American Swan"
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Citation Linkindiantelevision.com"American Swan ropes in Yo Yo Honey Singh as brand ambassador"
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