In 2018, the Indian fashion market was evolving, with brands focusing on trendy styles. However, as we explored deeper, we found a significant gap. People in Tier 2, 3, and 4 cities wanted stylish, fashionable clothes but couldn’t afford them. The market was mostly catering to Tier 1 cities, serving just 5% of the population, while the remaining 95% were overlooked. This gap inspired them to create Beyoung, a brand that would offer affordable, trendy, and aspirational fashion to people in smaller cities.
“We were motivated by the saying “Roti, Kapda, Makaan” (Food, Clothing, Shelter), and focused on “Kapda” (Clothing). We realized that by offering fashionable clothing at affordable prices, we could make a real difference in these underserved areas. That’s how Beyoung came to life—bringing branded, stylish fashion to the masses in small towns.”
Bringing Fashion to Tier 2, 3, and 4 Cities
In 2018, India’s fashion landscape was undergoing a significant transformation. While the fashion industry was primarily catering to customers in Tier 1 cities, there was a large, untapped market in smaller towns. People in Tier 2, 3, and 4 cities wanted to look fashionable but struggled to find trendy and affordable options. This gap in the market led to the creation of Beyoung, a fashion brand focused on making stylish clothing accessible to everyone, regardless of where they lived.
The founders of Beyoung recognized that the fashion market in India was heavily skewed in favor of Tier 1 cities, which only accounted for about 5% of the population. The remaining 95%—mainly in smaller cities—was being ignored. This realization inspired them to create a brand that would cater to the needs of people in smaller towns and cities, where fashion options were limited.
The concept behind Beyoung was simple yet powerful: to offer trendy, aspirational fashion at affordable prices. Inspired by the age-old Indian principle of “Roti, Kapda, Makaan” (Food, Clothing, Shelter), Beyoung focused on “Kapda” (Clothing) and aimed to make stylish clothing available to people in every corner of India.
The Founding of Beyoung
The journey of Beyoung began with a personal passion for fashion. The founders, particularly inspired by the works of renowned designers like Sabyasachi Mukherjee, dreamt of creating a brand that could bring high-quality fashion to the masses. This dream came to life when they decided to launch Beyoung, with a clear mission: to make fashionable clothing affordable and accessible to people in smaller cities.
One of the brand’s early successes came with the introduction of the popular “How’s the Josh?” print. This product resonated with customers, becoming a symbol of the brand’s ability to connect with its audience. Another milestone was the introduction of the “Make Your Own Combo” feature, which allowed customers to customize their clothing. These innovations helped Beyoung create a more personal and meaningful relationship with its customers.
Serving ‘Real Bharat’
Starting a brand like Beyoung, with a focus on smaller cities, came with its own set of challenges. However, each obstacle was an opportunity to learn and grow. One of the biggest hurdles was reaching a diverse target group spread across various regions, each with unique tastes and preferences. To tackle this, Beyoung tailored its product designs and marketing strategies to suit the specific needs of each region, ensuring that the brand was relevant to its audience.
Logistics and supply chain management were also significant challenges, particularly when it came to timely deliveries in remote areas. The brand worked tirelessly to improve its operations, using technology to streamline processes and enhance efficiency.
Attracting talent was another challenge, as Udaipur—where the company is based—is a Tier 3 city. However, this turned out to be an advantage as it gave the team valuable insights into the struggles faced by people in smaller towns. This understanding motivated the team to work harder toward solving these problems, making them more passionate about Beyoung’s mission.
The Rewards of Building Beyoung
One of the most rewarding aspects of leading Beyoung is the opportunity to make a positive impact on the lives of people in smaller cities. Through the brand, Beyoung has created job opportunities and empowered people in underserved regions. The company now employs over 350 people directly, with nearly 1,000 more indirectly involved in its operations. This sense of community and shared growth is what keeps the Beyoung team motivated every day.
Beyoung’s Vision
As the fashion industry continues to evolve, Beyoung is committed to staying ahead of the curve. The brand is already exploring new technologies like augmented reality (AR) and virtual reality (VR) for virtual try-ons, as well as artificial intelligence (AI) for personalized shopping experiences. These innovations will make shopping more interactive, personalized, and convenient for customers.
Advice for Aspiring Fashion Entrepreneurs
The road to success in fashion may be challenging, but with persistence, a customer-first approach, and a passion for solving real problems, entrepreneurs can create meaningful brands that resonate with people and make a positive impact on their lives.
