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Threading Tradition Through Tech: Ethnix’s digital retail renaissance

28 May, Mumbai 2025

At a time when many heritage brands are struggling to stay relevant amidst shifting consumer preferences and digital disruption, Ethnix by Raymond stands as an example of agile innovation rooted in tradition. Known for its premium ethnic menswear that blends timeless Indian aesthetics with modern design sensibilities, Ethnix has charted an extraordinary growth path by turning to a powerful ally: data-driven digital transformation.

From ramp to real life, Ethnix has successfully navigated the digital route to bring customers closer to its physical stores—redefining what it means to be a legacy brand in a tech-first world.

Tradition meets transformation

Launched under the umbrella of Raymond—a big name in Indian textiles—Ethnix was conceptualized to cater to the evolving aspirations of the modern Indian man. It offers intricately crafted sherwanis, kurtas, bandhgalas, and Indo-western outfits that resonate with festive fervor while maintaining sophisticated appeal.

But the real transformation began when the brand recognized a new challenge: how to convert online engagement into offline footfall. With consumer behavior rapidly shifting towards digital discovery, Ethnix needed to create a strategy that would translate screen time into store visits. “Building a legacy brand isn’t just about tradition,” says Himanshu Khanna, Chief Marketing Officer at Raymond. “It’s about evolving with consumer behavior while staying true to our roots.” This philosophy became the mainstay for Ethnix’s digital journey—one that would blur the boundaries between discovery and destination.

A data-driven blueprint for success

In partnership with Google, Ethnix by Raymond devised a holistic digital strategy that combined machine learning, location intelligence, and precision targeting. At its core was a simple but powerful objective: drive high-quality traffic to stores while amplifying brand visibility across touchpoints.

1. AI-powered performance max campaigns

Ethnix tapped into Google’s Performance Max, an AI-powered campaign type designed to reach high-intent shoppers across Search, Display, YouTube, Gmail, and Maps. These campaigns dynamically optimized creatives and placements, ensuring Ethnix’s messaging resonated with users ready to make a purchase. By targeting keywords, behavior, and demographics aligned with ethnic wear shoppers—especially around peak seasons and festivals—the brand maximized reach without losing relevance.

2. Closing the loop

The brand’s next move was to bridge the online-to-offline journey. Through integrated Google My Business listings, Ethnix connected ad engagement directly to physical store information—such as directions, store hours, and contact details—creating a seamless customer path from search to store visit. This strategy helped mitigate the biggest barrier in digital marketing for retail: disconnected customer journeys.

3. Always-on optimization

Rather than treat digital marketing as a one-off campaign, Ethnix opted for constant experimentation and refinement. Real-time monitoring, A/B testing, and performance analytics helped fine-tune campaigns and allowed for agile pivots based on customer responses.

The impact of this meticulously executed digital strategy is evident in the impressive metrics shared by Khanna. The results underscore a significant unlocking of growth for Ethnix by Raymond

Table: Numbers speak for themselves

Metric Increase Store Visits 130% Search Volume for "Ethnix" 300% Enhanced Brand Presence Digital & Physical Touchpoints

"And the results speak for themselves," says Khanna, pointing to the tangible uplift in key performance indicators. The 130 per cent increase in store visits is a direct reflection of their ability to convert online interest into valuable offline footfall, a crucial metric for any retail brand. Furthermore, the astounding 300 per cent rise in search volume for Ethnix signifies a powerful boost of brand awareness and consumer interest, demonstrating the effectiveness of their targeted digital campaigns in building top-of-mind recall. This dual impact has led to an "enhanced brand presence across digital and physical touchpoints," solidifying Ethnix's position in the competitive ethnic wear market.

A legacy built on innovation

"Store footfall is a key KPI for any retail brand, and by adopting the right digital strategy, we have been able to unlock growth," explains Khanna. The brand is now exploring avenues such as:

• Hyperlocal targeting to reach consumers near stores during key shopping periods.

• AR try-on and virtual styling tools to enhance the online experience.

• Omnichannel retail models, where inventory, offers, and experiences are unified across web, app, and store.

Ethnix by Raymond's journey is a compelling case study in how a legacy brand can not only preserve its core values but also thrive in the digital age. By understanding consumer behavior, embracing data-driven decision-making, and leveraging cutting-edge digital tools, Ethnix has successfully woven a future where tradition and innovation coalesce to drive unprecedented growth. Their success serves as a blueprint for other retailers seeking to navigate the

Snitch expands Gujarat store network with a new EBO in Vapi

28 May, Mumbai 2025

Expanding its brick-and-mortar presence in the country, menswear label Snitch has opened a new EBO at the Fortune Park in Vapi. The EBO takes the brand’s total store count in Gujarat to nine and across India to 58.

Spanning approximately 1,800 sq ft, the store offers latest collection from Snitch including the brand’s complete range of contemporary menswear from bold statement pieces to everyday essentials.

Designed to offer a streamlined shopping experience to the brand’s trend-conscious consumers, the store is located in one of the city’s prominent commercial hubs.

This new store will help the brand strengthen connection with the region and share its distinct fashion ethos with a wider audience, says Siddharth Dungarwal, CEO. It also helps the brand make contemporary fashion more accessible to consumers.

Founded in 2020 with a direct to customer e-commerce store, Snitch has strengthened its offline presence with store across Gujarat in Ahmedabad, Surat, Vadodara, Gandhinagar, and Rajkot.

The brand plans to continue expanding into high-growth Tier II cities as part of its strategy to make trend-led menswear more accessible across India.

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Drowning in Discounts: Fast fashion suffocating India's heritage and filling landfills

27 May, Mumbai 2025

Indian fashion, once synonymous with intricate weaves and enduring fabrics passed down through generations, are now being bleached out by cheap, disposable clothes.

The siren call of fast fashion, which gets a boost from social media trends and lightning-fast e-commerce, has seduced a nation that once championed mindful consumption. The price of this fleeting style is our landfills are overflowing, rivers choked with toxic dyes, and a cultural identity increasingly obscured by fleeting trends.

 

"We don’t wear fast fashion. We bury it," reads a stark message painted on a wall in a bustling Mumbai market, a sentiment echoing across a nation grappling with the environmental and cultural fallout of its growing appetite for disposable trends.

As per the Central Pollution Control Board, 2021, India generates almost 7,800 kilotonnes of textile waste annually, contributing significantly to the global crisis projected to reach 148 million tonnes of textile waste by 2030 as per Ellen MacArthur Foundation, 2017. This isn't a consequence of a fabric shortage; it's a symptom of a societal impatience, a relentless pursuit of the 'new' addictive cycle of online hauls.

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The speed trap

As per a McKinsey & Company analysis of 2022 the mechanics of fast fashion are designed for obsolescence. Instagram trends morph at breakneck speed, online retailers promise next-hour delivery, and brands churn out over 500 new styles each month. This hyper-consumption model leaves little room for mindful practices like recycling, repurposing, or even simply wearing an item more than a handful of times. The digital scroll demands novelty, rendering last week's 'it' outfit instantly passé

India's enduring ethos of reuse and resourcefulness

Yet, the irony is stark. India, a land deeply rooted in traditions of sustainability, is now grappling with a Western model of consumption that clash with its inherent values. For centuries, necessity and ingenuity have fostered a culture of minimal waste and maximum utility.

For example, the informal recycling sector Mumbai’s Dharavi, showcases India's inherent ability to extract value from waste.

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While not solely focused on textiles, it highlights a broader cultural mindset of resource recovery. Old clothes are often sorted, repaired, resold, or repurposed into new products, demonstrating a circular economy in action, albeit often under challenging conditions.

The Khadi movement: Mahatma Gandhi's championing of Khadi during India's independence movement wasn't just a political statement; it was an economic and sustainable one. Khadi, handspun and handwoven, promoted local production, reduced reliance on industrial processes, and emphasized durability over fleeting trends. Even today, Khadi remains a symbol of sustainable and ethical fashion.

Kantha embroidery: In West Bengal, the tradition of Kantha embroidery transforms old saris and dhotis into beautiful and functional quilts, throws, and even garments. This intricate art form is a testament to the value placed on repurposing and the inherent beauty found in giving old textiles new life.

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Bastar tribal crafts: The tribal communities of Bastar in Chhattisgarh have long practiced resourcefulness in their clothing and adornments. Using natural dyes derived from local plants and incorporating recycled materials into their textiles and jewellery, they exemplify a deep connection with their environment and a rejection of wasteful practices.

The culture of mending and alteration: Unlike the West's disposable clothing culture, India has a strong tradition of tailoring and mending. Local tailors are ubiquitous, and altering clothes to fit better or repairing minor damage is a common practice, extending the lifespan of garments significantly.

While India's textile waste generation is significant due to its large population, per capita textile consumption and waste generation historically remain lower compared to many developed nations.

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The path to reclamation

The way forward is in rediscovering and re-embracing India's inherent understanding of sustainability. This requires a multi-pronged approach.

Integrating thrift into the digital realm: E-commerce platforms, the very engines of fast fashion's growth, need to actively incorporate and promote the resale of pre-owned clothing. Platforms like CoutLoot and Refash in India are emerging, but wider integration and mainstream adoption are crucial.

Harnessing predictive technology: Investing in predictive analytics can help brands better gauge demand, minimizing overproduction and the resulting textile waste. Data-driven insights can lead to more responsible inventory management.

Boosting pre-owned fashion: There has to be a cultural shift where owning pre-owned clothing is seen as a badge of honour – a conscious choice, not a compromise. Highlighting the unique stories and inherent sustainability of vintage and second-hand pieces can drive this change. Initiatives like curated vintage pop-ups and online platforms focusing on pre-loved luxury are gaining traction.

Reigniting cultural pride in reuse: Educational campaigns and community initiatives can rekindle pride in traditional practices of mending, upcycling, and sharing clothes. Celebrating the ingenuity and resourcefulness embedded in our cultural heritage is crucial. NGOs and grassroots organizations are already working on this, but wider societal engagement is needed.

Thinking beyond recycling

The focus shouldn't solely be on "recycling" – often an energy-intensive process with its own limitations. True progress lies in reducing consumption at the source and extending the lifespan of our garments. This isn't about adopting a new, trendy "sustainable" lifestyle; it's about remembering who we were before the allure of fleeting trends made us forget the value of mindful consumption and the richness of our textile heritage.

India doesn't need to discover sustainability; it needs to remember it. It's time to unplug from the endless scroll, step away from the overflowing wardrobes, and start dressing with intention, weaving a future where our clothes reflect not just fleeting trends, but a deep respect for our planet and our cultural identity. Let's build a new future, thread by sustainable thread, from the wisdom of our old clothes.

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Flipkart registers 20 % growth in orders in May 2025

27 May, Mumbai 2025

Walmart-owned e-commerce platform, Flipkart is experiencing a 20 per cent-25 per cent Y-o-Y growth in orders across its businesses in the current month, said Kalyan Krishnamurthy, CEO at a recent townhall.

The company is also on a track to achieve a 30 per cent growth in orders in June this year, noted Krishnamurthy. In 2024, growth in India’s e-commerce sector is expected to decline to 10–12 per cent from over 20 per cent in previous years, according to a recent Bain & Company–Flipkart report.

Flipkart’s fashion vertical along with Myntra accounted for 40 per cent of the group’s new customer additions in FY24. Having turned profitable during the year, Myntra, improved its bottom line by cutting down on return costs.

The townhall was also attended by Ramesh Gururaja, Senior Vice President-Consumer Shopping Experience; Hemant Badri, Senior Vice President-Supply and and Seema Nair, Chief Human Resource Officer), who shared updates from their respective business units.

Flipkart’s quick commerce arm, Minutes, is on track to operate 800 dark stores by the end of 2025, reiterated Krishnamurthy. The company has been doubling its daily order volume every 45 days, added Kabeer Bishwas, Vice President, Flipkart.

Gururaja also spoke about the company’s renewed focus on Gen Z customers across verticals such as fashion, travel, and Shopsy, Flipkart’s value commerce platform that competes with SoftBank-backed Meesho and Amazon’s Bazaar.

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Flipkart registers 20 % growth in orders in May 2025

Amante launches new campaign to showcase brand’s versatile women’s clothing range

28 May, Mumbai 2025

Amanté has launched a new campaign to highlight brand’s versatile woman's clothing range

Titled, ‘Made Like You, the campaign features apparels ranging from lingerie and loungewear to shapewear and athleisure. Designed for comfort, functionality and adaptability, the collection aims to meet the daily needs and roles of modern women.

The campaign film follows a group of friends throughout their day, from sunup to sundown. Set to an upbeat soundtrack, the video showcases everyday moments and the bond of female friendships.

Using fast-paced visuals to showcase women in real-life situations like dancing, chilling by the pool, doing yoga, or just hanging out together, the campaign emphasizes on the comfort and ease of Amanté's products.

It also introduces refreshed versions of panty packs, shapewear, outerwear, sleepwear, loungewear, and swimwear launched by the brand.

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Citykart secures Rs 538 crore funds to expand presence across India

27 May, Mumbai 2025

Value fashion retailer Citykart secured Rs 538 crore in a new funding round that included both new investments and secondary share sales. Attended by TPG NewQuest and A91 Partners, the funded round is expected to have valued the company at around Rs 1,400 crore.

Of the total funds, Rs 120 crore is fresh capital and would be used to expand Citykart’s presence beyond its core Tier II & III cities in Uttar Pradesh and Bihar, as per Sudhansu Agarwal, Founder and Managing Director, Citykart.

Currently operating 137 stores, Citykart plans to open 40-50 new outlets annually across states like Rajasthan, Assam, Odisha, and Jharkhand. The company competes with publicly traded retailers such as VMart, Vishal Mega Mart, and Style Baazar.

The Gurgaon-based company has seen its revenues grow by about 70 per cent over the past two fiscal years, reaching over Rs 900 crore in FY 2024. Agarwal expects these to exceed Rs 1,300 crore in the current fiscal year.

A major alternative asset manager from the Middle East, Bahrain-based Investcorp achieved a fourfold return on its 2019 investment in Citykart. Investcorp had acquired Citykart's stake after it took over IDFC Alternatives' private equity and real estate investment funds in 2019; originally, IDFC Alternatives and India SME Investments had jointly invested Rs 100 crore in Citykart.

Following this latest funding round, secondaries-focused PE fund TPG NewQuest has become Citykart's largest institutional investor, followed by Mumbai-based investment firm A91 Partners and India SME. A former executive at value retailer Vishal Mega Mart, Agarwal and his family maintain a controlling 55 per cent-56 per cent stake in the company.

Currently, Citykart is experimenting with new store formats in rural areas of Delhi and Gurgaon, where the customer base is similar to its current markets. Agarwal attributes this growth to market share shifting from unorganized to organized players in Tier-II and Tier-III cities.

However, despite its growth, Citykart's store count remains lower than its peers; V-Mart has 497 outlets, and Vishal Mega Mart operates 696 stores. SoftBank-backed e-commerce platform Meesho also focuses on smaller towns as over 85 per cent of its users coming from Tier-II towns and beyond. According to an April report by CLSA, Meesho held a 37 per cent market share in terms of order volume among various e-commerce platforms in calendar year 2024.

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Citykart secures Rs 538 crore funds to expand presence across India

ABRFL to revitalize TCNS Clothing and TMRW with Rs 500 crore investments

27 May, Mumbai 2025

Aditya Birla Fashion and Retail (ABFRL) plans to revitalize its unprofitable ventures including TCNS Clothing and its direct-to-consumer entity, TMRW with an investment of Rs 500 crore in FY25-26.

Owner of brands such as Pantaloons, Sabyasachi, and The Collective, ABFRL reported net sales of Rs 7,355 crore and a net loss of Rs 624 crore in FY24-25. The company has spun off its lifestyle division, formerly known as Madura Fashion, into a new entity, Aditya Birla Lifestyle Brands (ABLBL), which is anticipated to list on stock exchanges by the end of June.

Ashish Dikshit, Managing Director, Aditya Birla Fashion & Retail, informs, the most significant margin improvements would come from turning around businesses currently operating with negative EBITDA. He specifically cites ethnic wear businesses such as TCNS, Tasva and TMRW as being some of the largest contributor to the company’s losses. These businesses are suppressing the profit margins made by other businesses, he sates. Excluding TMRW, Dikshit expects the group to be EBITDA positive next year.

With over Rs 2,350 crore in gross cash at the consolidated level following recent fundraising, ABFRL intends to pursue aggressive growth, aiming to triple its scale and double its profitability over the next five years. This expansion comes as consumers are currently curbing spending on non-essential items.

According to the Retailers Association of India, the average sales growth of retailers declined to 4 per cent in April from 6 per cent in the preceding month, indicating subdued single-digit growth for over a year.

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ABRFL to revitalize TCNS Clothing and TMRW with Rs 500 crore investments

Bagzone Lifestyles launches Akki London – a contemporary luxury handbag brand

28 May, Mumbai 2025

Bagzone Lifestyles has launched a new contemporary luxury handbag brand called Akiki London, designed for today's sophisticated and stylish women.

A major move for the company as it ventures into the premium market, the brand launched with its debut collection combining global modern aesthetics with a foundation in artisanal heritage, aiming to celebrate craftsmanship and individual style. The brand’s name is inspired by the Agate gemstone, known for its layered beauty and inner resilience - qualities the brand hopes to embody in its products and in the women who carry them.

Rooted in London's cultural influence, Akiki positions handbags as personal expressions of identity. Each of its handbags’ design aims to be both timeless and current, combining boldness with subtle elegance. To achieve its craftsmanship goals, the brand partners with production and design experts across Europe and Asia, allowing it to maintain global quality standards without excessive pricing.

Nishant Bakliwal, Head - Digital & Communications, Bagzone Lifestyles, states, while most handbags primarily focus on workwear and utility, Akiki's statement pieces are engineered for significant moments, offering today's discerning woman thoughtful, well-crafted luxury that leaves a lasting impression.

As part of its brand identity, Akiki London has introduced a mascot named Kiki - a British Bulldog that represents the brand's playful and bold nature. Kiki will be a key visual element in campaigns and in-store displays, aiming to build a deeper emotional connection with customers.

Akiki London recently launched its digital operations on www.akikilondon.com, aligning with the current trend of online-first consumer experiences. The brand also plans to expand its offline presence by opening new stores in Mumbai, Bengaluru and Chennai. Within the next five years, it plans to open 100 stores across India.

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Monte Carlo Fashions cuts Q4, FY25 net losses to Rs 10.34 crore

27 May, Mumbai 2025

Monte Carlo Fashions narrowed its Q4, FY25 net loss to Rs 10.34 crore from Rs 17.76 crore net loss reported in the corresponding Q4, FY24, spanning January-March 2023-24.

Despite this reduced loss, the company's revenue from operations declined only marginally to Rs 205.93 crore in the March quarter of 2024-25, from Rs 206.52 crore in the same quarter a year ago.

The improved quarterly performance can be partially attributed to more efficient cost management. Monte Carlo Fashions' total expenses for the March quarter decreased by 4.6 per cent, reaching Rs 228.11 crore.

In FY25 ending March 31, 2025, Monte Carlo Fashions registered a 35.4 per cent net profit to Rs 81.17 crore as against the registered Rs 59.94 crore in the previous fiscal year. The brand’s total consolidated income for FY25 also grew by 4.23 per cent to Rs 1,135.58 crore.

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Monte Carlo Fashions cuts Q4, FY25 net losses to Rs 10.34 crore

BlissClub opens 16th store in Gurugram

27 May, Mumbai 2025

Indian direct-to-consumer (D2C) activewear brand focused on empowering women through movement, BlissClub has opened the brand’s 16th brick-and-mortar store at Elan Epic Mall in Gurugram. This strategic expansion highlights the brand's commitment to providing immersive retail experiences that go beyond traditional shopping.

Founded by Minu Margaret, Blissclub offers activewear specifically tailored to the needs of Indian women. The brand’s apparels blend functionality, comfort, and style, ensuring inclusivity across various body types and sizes. Their product line includes high-rise leggings, moisture-wicking tops, supportive sports bras, and versatile gym wear, all crafted to support diverse movements and lifestyles.

Envisioned as more than just a retail outlet; BlissClub’s new store at Elan Epic Mall is a community space that allows women to connect, move, and celebrate comfort in motion. This expansion follows Blissclub's recent funding success, where the brand secured Rs 33 crore in a round led by Elevation Capital. This investment is set to drive further growth, product innovation, and market penetration strategies, solidifying Blissclub's position in India's rapidly expanding activewear market.

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Xtep India expands reach with retail boost, digital enhancement

28 May, Mumbai 2025

Sportswear brand Xtep India is expanding its reach by boosting its retail footprint, enhancing digital operations, and connecting with local sports and fitness initiatives.

Globally recognized for its innovations in running, basketball, and outdoor gear, Xtep India's brick-and-mortar retail strategy is a key driver of its growth. While many brands initially focused on digital sales, Vijay Chowdhary, Founder and CEO, focused on building physical retail experiences. This approach allowed customers to directly interact with Xtep's products, fostering a more engaging shopping journey.

On the digital front, Xtep is developing a targeted direct-to-consumer platform. The brand's online presence goes beyond simple transactions, offering engaging content, personalized shopping experiences, and opportunities for meaningful community involvement. The brand does not aim to become ust a website, but a relevant part of consumers' daily lives.

Xtep has also launched tailored footwear technologies for the Indian market, resulting in products that are lightweight, breathable, and responsive. Engineered for agility and court control, their basketball line also embraces streetwear trends. Additionally, Xtep's lifestyle sneakers blend international style with Indian sensibilities, catering to urban youth. The activewear collection features advanced elements like antibacterial properties, UV protection, and odor resistance, meeting the demands of those seeking high-performance everyday apparel.

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Max Fashion launches new collection featuring Disney’s Lilo & Stitch-inspired designs

27 May, Mumbai 2025

Max Fashion has launched a new collection featuring designs inspired by Disney's Lilo & Stitch, perfectly timed with the upcoming theatrical release of the film. Designed for kids, teens, and young adults, the new collection gives a vibrant, tropical feel to wardrobes, channeling the movie's signature ‘Aloha’ spirit.

This is the ninth collection launched by Max Fashion in partnership with Disney. The company has previously launched collections inspired by Disney properties like The Jungle Book, Disney Princesses, Star Wars, and Guardians of the Galaxy, reinforcing their reputation for impactful, pop culture-inspired apparel, says Sumit Chandna, Deputy CEO, Max Fashion. Taking inspiration from cult classics helps the brand connect kids with its new collections, he adds.

Launched on May 24, 2025 in Mumbai, the Lilo & Stitch collection captures Disney's storytelling magic through bold prints, character-inspired designs, and comfortable silhouettes. It is currently available in over 520 Max stores across India and online at maxfashion.com.

The launch event for this collection also included an interactive fashion show featuring mom influencers and their children, creating a playful runway that highlighted the collection's summer-ready vibe. Actress Bipasha Basu served as the showstopper, adding celebrity flair and showcasing the new line's whimsical aesthetic and bright colors, which include sunny oranges, ocean blues, leafy greens, and soft pastels.

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Max Fashion launches new collection featuring Disney’s Lilo & Stitch-inspired designs

Estailo to expand with Rs 75 lakh raised in seed funding from Wolfpack Labs

27 May, Mumbai 2025

Korean-inspired fashion accessories brand Estailo plans to expand into new product categories, sales channels and retail formats with the Rs 75 lakh raised in seed funding from Wolfpack Labs, a venture studio and startup lab focused on supporting emerging Indian founders.

According to Sangeeta Dudeja, Founder and Chief Executive Officer, Estailo, the brand will focus on expanding across cities and quick commerce platforms, while upholding its core values of creativity, accessibility, and sustainable growth.

Founded in 2023, Estailo aims to provide fashionable, high-quality, and accessible accessories to a wide consumer base. The brand currently processes over 1,500 orders daily and boasts a team of more than 70 members, with 90 per cent being women, which offers a unique perspective to their production. Estailo has quickly gained traction among India’s digitally native, fashion-conscious demographic.

Aakash Anand, Founder, Wolfpack Labs, says, in less than two years, Estailo has built a brand with clear product-market fit, strong community engagement, and real scale. Their commitment to accessibility and deep understanding of their audience aligns perfectly with Wolfpack Labs investment philosophy.

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Estailo to expand with Rs 75 lakh raised in seed funding from Wolfpack Labs

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