A Design House
Designing Life, Space, and Identity.
House of Saaga is a multi-disciplinary collective where heritage meets modern aesthetics. We curate products, craft spaces, and define brand identities.
Three Verticals
A collective built on three pillars.
Saaga: Curated Living
Heirloom kitchenware and home accents for the modern table.
The Saaga Incubator
Where Tier 2 ambition meets structured support.
We back early-stage consumer brands in India's next-growth cities—starting with Dehradun. Equity-light. Services-heavy. We bring the infrastructure, so founders can focus on building.
We back early-stage consumer brands in India's next-growth cities—starting with Dehradun. Equity-light. Services-heavy. We bring the infrastructure, so founders can focus on building.
Retail Consulting
Fashion & FMCG. Built correctly from the start.
We consult fashion and FMCG founders on brand building and communication strategy. Rooted in two decades of retail leadership and a designer's eye for craft.
We consult fashion and FMCG founders on brand building and communication strategy. Rooted in two decades of retail leadership and a designer's eye for craft.
The Curator's Vision
Where fashion meets home.
With roots in high fashion and a heart for home, Aasheesh established House of Saaga to bridge the gap between how we look and how we live.
The House was born from a simple observation: the principles that define great fashion— craftsmanship, narrative, and attention to detail—are the same principles that define great spaces and products.
"Design is not about decoration. It's about creating meaning in the everyday."
FAQ
Frequently Asked Questions
House of Saaga is a multi-disciplinary creative and business house founded by Aasheesh Mediratta. It operates across three verticals — Saaga (curated kitchenware and home products), The Saaga Incubator (a Tier 2 startup incubator starting with Dehradun), and Retail Consulting (for fashion and FMCG founders).
House of Saaga is headquartered in India, with its incubator programme beginning operations in Tier 2 cities, starting with Dehradun.
House of Saaga was founded by Aasheesh Mediratta, a retail and brand-building veteran with 25+ years of experience across Pantaloons, ITC, Planet Retail (M&S, Debenhams, Guess), Villeroy & Boch, Rosenthal, and FashionAndYou.com.
We primarily consult fashion and FMCG brands on brand positioning, communication strategy, pricing architecture, and visual identity — especially founder-led brands looking to build with clarity and long-term intent.
The Saaga Incubator takes a smaller equity stake than a traditional accelerator and focuses on services over capital — including brand building, financial modelling, access to affordable vendor networks, and subsidised coworking spaces through partners like AltF.
The incubator is currently being set up for Tier 2 cities, starting with Dehradun. You can express your interest by writing to hello@houseofsaaga.com.
Yes, Saaga's curated kitchenware and home accents are available through our brand page. Visit the Brands section for more details.
Work With Us
Let's create something meaningful together.
Whether you’re building a brand, designing a space, or curating a collection— we’d love to hear from you.