This Kerala-born brand is now expanding its footprint across India, strengthening its team, enhancing tech integration, and laying the groundwork for global expansion
MyDesignation, a Thiruvananthapuram-based fashion and lifestyle brand, stays true to its name by conveying personal expression through a blend of Kerala’s traditional art forms and global streetwear aesthetics.
With the tagline ‘Wear Your Vibe’, what began as a passion project by a husband-wife duo has now grown into a brand serving over half a million customers worldwide, backed by a strong D2C strategy and eco-conscious sourcing.
Now, with its first round of external funding secured, MyDesignation is expanding its footprint across India and exploring international markets through both online and offline channels.
The Beginning
Swaroop Krishnan and his wife Gopika Menon, Co-Founders of the brand, have always believed in self-expression through clothing.
“We were frustrated by the lack of expressive, occasion-ready wear at prices most people could afford. The few options available were mostly from premium brands starting at Rs 4,000–Rs 5,000, which didn’t feel practical for everyday celebrations. That’s when we saw a clear gap,” said Krishnan, during an exclusive interview with IndiaRetailing.
With no formal business background, they decided to start small and local, leveraging their deep understanding of Kerala’s culture and consumer preferences.
Launching from their hometown of Thiruvananthapuram, they gained widespread virality across Kerala within a year, through relatable designs and strong influencer-driven visibility.
Routes to Market
The bootstrapped brand’s journey began at a small flea market, where the founders showcased just 200 T-shirts.
“With only three days to sell out, there was initial anxiety about whether we would be able to clear the stock. But to our surprise, every piece sold out within the first three hours,” said Krishnan.
“Over 800 pre-orders were placed on the spot by customers who hadn’t even seen the actual products but resonated with the designs. This overwhelming response confirmed they were heading in the right direction,” he added.
With a tech background, the founder was able to create the D2C platform independently and began directing early supporters there, eventually reaching a wider audience across India.
In 2023, the brand opened its first retail outlet in Lulu Mall, Thiruvananthapuram.
“Our first outlet broke even within just three months, a notable feat in a location where the average timeline is around 12 months,” added Krishnan.
The company opened its second store in Lulu Mall, Kochi, followed by a third outlet at Lulu Mall, Calicut, which launched two months ago.
“From the start, we have stayed true to a D2C-only model, avoiding marketplaces to keep our connection with customers direct, through our website and stores,” said Krishnan. “Engaging with consumers, hearing their feedback, understanding their preferences, and even complaints, has been central to our journey.”
Range of Offerings
MyDesignation began four designs and has since grown to offer over 200 SKUs.
“Adopting a slow fashion approach, we focus on crafting meaningful, long-lasting pieces with thoughtful storytelling. Instead of chasing trends or rushing to clear inventory, each product is designed with purpose and built for timeless appeal,” Krishnan stated.
Around 60% of the brand’s revenue comes from its shirt category, which also sees the highest repeat purchases and footfall. T-shirts and oversized tees contribute another 20–25%, with jackets and bottoms showing steady traction.
The retailer has monthly repeat purchase rates of 30–35%. As customer demand grows, it is now expanding into more product categories, driven by direct feedback.
Target Audience
While most of the brand’s products are unisex, the primary focus has been on menswear.
At the time of launch, its core audience was in the 18–22 age group.. However, over the past two years, the primary customer base has shifted to the 25–35 age group.
“Positioned as a go-to for post-work dressing, we aim to resonate with those looking to unwind, go out, and stand out after a day in corporate attire. This placement has helped us connect deeply with a more mature, style-conscious audience seeking individuality beyond the 9-to-5 routine,” said Krishnan.
The brand has served nearly 500,000 customers to date and its goal is to double this number to one million by the end of the year.
Capital Infusion
After being fully bootstrapped for five years and already profitable, the brand recently raised $1.25 million (Rs 10.7 crore) in a seed funding round led by Multiply Ventures, with participation from Veltis Capital, Sattva Ventures, Dominor Investment Holdings, and Green Trunk Ventures.
The startup is using the raised capital to accelerate hiring, technology enhancement, and entry into newer geographies.
“This infusion of capital has accelerated our growth. In just five months, revenue has scaled nearly 5X, and we expect to close the year at 4X our previous run rate, with plans to sustain a 3X growth trajectory over the next three years,” he said.
Green Initiatives
The brand is committed to sustainability and eco-conscious practices, from sourcing to packaging.
We avoid all forms of plastic and rely solely on natural fabrics, plant-based dyes, and sustainable inks. Our philosophy is that sustainability isn’t just a choice, it’s a responsibility, and this mindset is embedded in everything we do,” said Krishnan.
Apart from this, every order of the retailer includes a small gift packet with seeds and a QR code that provides information on the plant and how to grow it. Also, for every 100 orders placed, the brand plants a tree in partnership with Grow-Trees.
Widening Reach
“Unlike most brands that test new markets by opening stores first, we start by building strong regional engagement on social media. We track responses to targeted content and follow up with influencer campaigns and pop-up events. Only when interest is validated do we open a store,” explained Krishnan.
This method has proven effective, each of its existing outlets operates at a 20–25% profit margin, with Rs 0 spent on offline marketing.
The brand is now preparing to expand beyond Kerala this month, with its fourth outlet on 100 Feet Road, Indiranagar – a bustling high street in Bengaluru – followed by launches in Mumbai and Hyderabad.
The founder aims to open at least 20 outlets over the next 12 months, growing at a steady pace, ideally one or two new stores each month, based on market response.
Currently, around 90% of the brand’s revenue comes from its D2C website, while only 10% is generated through its three offline outlets. With new store launches in the pipeline, it aims to bring the ratio closer to 80:20.
Going Global
The brand is in the early stages of testing the waters in global markets through social media engagement. Instead of running ads or directing international customers to a website, the team handles all inquiries personally.
Looking ahead, it plans to expand its D2C presence internationally by launching dedicated websites and setting up micro-fulfillment warehouses in the UAE, UK, and US by the end of the year.
Monetary Goals
The brand recorded a net revenue of Rs 16 crore in FY 2024–25, more than doubling its previous year’s revenue of Rs 7.5 crore. Currently, the company is operating at an annual run rate (ARR) of Rs 60 crore.
“Our primary goal is to cross Rs 100 crore ARR by the end of this year. We have ambitious targets of reaching Rs 180 crore in the next year and Rs 400 crore by FY 2028,” said the founder.
The retailer is also planning to raise Series A funding next year to support larger-scale growth, particularly international expansion and offline retail rollout. The team is specifically looking to onboard experienced investors who can guide them through this next phase.
The post D2C fashion start-up MyDesignation targets Rs 100 cr in FY26, eyes UK, US, and UAE entry appeared first on India Retailing.
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