5 Indian ultra-fast fashion brands winning real-time race

These D2C brands are turning over inventory at lightning speed, keeping low MOQs, budget-friendly prices, and syncing with the shifting likes of trend-savvy youth

India first got a real taste of Western fast fashion with Zara setting the stage, followed by H&M, and then Forever 21 and Gap stepping in later. However, these global giants were a bit heavy on the wallet for the average Indian middle-class shopper. 

The true game-changer arrived with online fast fashion. Players like China’s Shein and the UK’s Urbanic tapped into digital platforms to serve up ultra-trendy, wallet-friendly styles straight to the young and restless crowd.

Though Shein faced a ban for a while, it made a comeback, now backed by Reliance Retail. Urbanic, meanwhile, launched its sister label Savana in India, specifically crafted for Gen Z, sticking to the same playbook.

In recent years, a slew of homegrown brands have popped up riding this wave, all about lightning-fast inventory turns, low minimum order quantities (MOQs), affordable price tags, and vibing with the ever-shifting tastes of today’s trend-hopping youth.

Here’s a look at five Indian fast-fastion brands that are capturing Gen Z with their eye-catching, Insta-worthy, over-the-top, yet everyday fashion statements.

• NEWME

Omnichannel fast-fashion startup NEWME was founded in 2022 by Sumit Jasoria, Shivam Tripathi, Vinod Naik, and Himanshu Chaudhary.

Targeting Gen Z women, the online-first brand has already expanded to over 14 stores across 10+ cities.

Fueling its rapid growth is a proprietary supply chain and data science model that enables the brand to launch nearly 500 new styles every week, dropping fresh collections every Friday at 5 PM, without holding any pre-managed inventory. 

Headquartered in Bengaluru, NEWME operates on an AI-powered system with zero minimum order quantity (MOQ) from day one. This allows the company to identify trends in real time, feed them into its production pipeline within 48 hours, and roll out hyper-relevant collections in under a week.

By FY 2030, the tech-driven fashion player aims to achieve Rs 5,000 crore in revenue, supported by strong online growth and a nationwide offline network of 100 stores.

• Littlebox

Direct-to-consumer (D2C) fashion brand Littlebox was launched in June 2022 in Guwahati, Assam, by Rimjim Deka and Partha Kakati. Initially focused on women’s wear and accessories, the brand recently expanded into menswear.

Catering to Gen Z, Littlebox delivers affordable, trend-driven fashion through a fast-fashion model with a 25-day stock cycle and weekly product drops. Operating from a 40,000 sq. ft. facility in Noida, the brand is known for its rapid production and delivery, launching around 100 new SKUs every week while aiming to minimise waste and maintain freshness.

The company recently raised Rs 17.5 crore in its first funding round, co-led by Huddle Ventures and Prath Ventures. EBITDA-positive since inception, Littlebox will use the capital to deepen product categories, upgrade its user interface and logistics, enhance packaging and customer experience, and scale marketing efforts.

The Guwahati-based label gained nationwide attention after securing investments from all five sharks on Shark Tank India Season 3. Growing at 125% year-on-year, it now aims to scale operations and expand its market presence.

• Snitch

Snitch, a Bengaluru-based men’s fast-fashion brand, was launched in 2019 by Siddharth Dungarwal as a B2B supplier before pivoting to a D2C model in 2020. The brand rose to national prominence after its appearance on Shark Tank India in 2023.

Its portfolio spans men’s clothing, footwear, bags, perfumes, and sunglasses. Known for its rapid design-to-market cycle, Snitch launches fresh collections every 10–15 days and introduces over 35 new styles daily, according to media reports.

From its beginnings as a small retail store, the company has grown into a Rs 600 crore business. It currently operates about 72 stores across 36 cities nationwide..

Looking ahead, the company aims to cross the 100-store mark by the end of 2025. Snitch is also preparing to enter the quick-commerce space, expand its product range across apparel and lifestyle categories, and explore select international markets.

• Freakins

Mumbai-based denim wear brand Freakins was founded by Puneet Sehgal and Shaan Shah, who initially leveraged their apparel manufacturing expertise to create fresh, homegrown denim for young women. Encouraged by the positive response, they formally launched the brand in 2021, revamping it around the philosophy of “dare to experiment.

Its range spans jeans, skirts, dresses, shirts, jackets, and more, produced in-house across over 35 product categories and more than 1,500 styles. In early 2025, the brand expanded its portfolio to include menswear.

Following a fast fashion model, Freakins launches 25–50 new styles each week, amounting to about 100–150 fresh designs monthly, as per media reports. This speed is supported by an integrated setup where design, sampling, manufacturing, and quality control are handled in-house or through close collaborations, allowing the brand to react quickly to emerging trends.

Initially an online-only business, Freakins now sells through its own D2C platform, leading marketplaces such as Myntra, Amazon, and Flipkart, and has also opened two exclusive stores in Mumbai, with plans to launch more soon.

• Styched

Established in 2019 by Soumajit Bhowmik and Durga Madhab Dash, Styched operates from Bengaluru under Sensedynamic Fashions. The brand has grown from offering simple T-shirts and joggers to a portfolio of over 25 fashion and lifestyle categories.

Styched’s differentiation lies in its patented production-on-demand model, which enables the brand to upload 1,000–2,000 new designs weekly without holding inventory, delivering a ‘zero inventory, zero warehouse, zero waste’ promise, according to media reports. 

Tailors are onboarded through a mobile platform similar to Uber for stitching work, trained rigorously, and paid immediately upon completing orders, which accelerates turnaround.

In 2023, Styched acquired sneaker brand Flatheads to add footwear to its portfolio and performance wear label Zymrat to further strengthen its position in mass-premium fashion.

Styched sells primarily through its own D2C website and mobile app and also leverages marketplaces. Internationally, it operates in the UAE via its own site and regional marketplaces such as Amazon.ae and Noon, and the company has plans for phygital retail formats in both GCC and Indian markets.

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