About Us

At ITL, we are known for engineering excellence, rugged durability, and global performance under the Sonalika brand. We are now extending this R&D-first; approach into apparel and lifestyle merchandise.

We are building a new apparel category from the ground up—from high-performance workwear and corporate apparel to premium lifestyle products—designed with the same focus on quality, functionality, and durability.

About the Role

This is a high-impact leadership role, not just a design position.

We are seeking a dynamic and experienced fashion skilled to build and lead Sonalika’s Apparel Business from the ground up. In this role, you will own the entire product journey—from market research, brand positioning and creative direction to sourcing, product development, manufacturing, merchandising, sales enablement and marketing.

As the functional head of the apparel division, you will inspire and mentor the design team, establish strong supplier and manufacturing partnerships, and drive the creation of commercially successful collections. Working closely with leadership,



you will play a pivotal role in shaping Sonalika into a distinctive and respected apparel and lifestyle brand.

Key Responsibilities
Business & Brand Leadership
- Develop the long-term vision, strategy and roadmap for Sonalika's apparel brand.
- Identify market opportunities, customer segments and emerging fashion trends.
- Build seasonal collection strategies aligned with business objectives.
- Drive profitability while maintaining brand identity and product quality.
- Establish standard operating procedures for the apparel division.

Creative Direction & Product Development
- Lead creative direction across apparel categories.
- Develop and review concepts, mood boards, colour palettes, graphics, and collections.
- Guide junior designers through the design and development process.
- Review Tech Packs, specifications, samples, and prototypes before production.
- Ensure products meet stan

📌 Fashion & Brand Development Executive (Hoshiarpur)
🏢 Sonalika Tractors International
📍 Hoshiarpur