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Meet Beyoung, Udaipur-based D2C fashion brand that’s eyeing Rs 650 Cr GMV

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Independent fashion brands have come a long way in recent years. While the offline segment is still dominated by legacy players and franchises, the rise of social media and e-commerce has facilitated the growth of quite a few D2C brands. Moreover, the over $14 billion Indian e-commerce fashion market has helped brands like Bewakoof, Rare Rabbit, and The Pant Project to gain traction. One of the popular names in this space remains Beyoung. Founded in 2018, the startup claims to have delivered over 20 lakh online orders. The company recently announced accelerating its offline expansion by 300 stores across India and growing GMV two-fold to Rs 650 crore by 2027 We spoke to the company founder Shivam Soni to learn more about Beyoung, its history, growth, and lots more. Here are the edited excerpts: How did you come up with the idea of Beyoung? We always wanted to enter the essentials market, and the idea to start Beyoung was initiated with this thought. At one point, we recognized a significant gap in the market for aspirational yet affordable fashion options in tier 2, 3, and 4 cities across India, which we refer to as the ‘Real Bharat.’ While many brands were focusing on niche segments, we aimed to serve the mass market. We chose to focus on Kapda from the essentials ROTI, KAPDA, MAKAN (clothing), offering branded products to consumers in these underserved regions, providing both aspirational choices and value for money. What are the key challenges in the industry that still need to be addressed? And how do you plan to address them? Catering to diverse target audiences with varying buying power across regions is challenging. It’s crucial to adapt products and marketing to different regional preferences and cultures, as what works in North India might not work in South India. Managing an efficient supply chain and ensuring timely delivery adds to the complexity. Additionally, attracting and retaining skilled talent in a Tier 3 city like Udaipur is difficult. To solve these problems, we have leveraged technology and data-driven marketing campaigns. We analyze behavioral patterns and channel our efforts toward solving our audience’s pain points. While staying headquartered in Udaipur posed some challenges, it has also helped us address the challenges of tier 2, 3, and 4 cities in understanding their pain points and solving their problems How has your startup performed since its inception? Since its inception, Beyoung has shown significant growth and achieved notable milestones. Some key performance statistics highlight our progress: we have successfully built a robust customer base of 5 million, underscoring the strong demand and engagement with our brand. This growth reflects our ability to connect effectively with our target audience. Recognizing the potential and spending power in the men’s fashion segment, we have strategically made it our primary focus. This decision has paid off, as 90% of our revenue comes from male customers. In the last financial year of 2023, we achieved an impressive annual recurring revenue (ARR) of 200 million. This reflects our ongoing efforts to expand our market reach, enhance our product offerings, and improve customer engagement. What are your short-term and long-term product and business expansion and diversification goals? Our short-term and long-term goals for product and business expansion and diversification are driven by the evolving ways users interact with brands and the significant growth potential within the Indian fashion industry, projected to reach 289.6 million users by 2029. We aim to be the top choice for customers by offering trendy styles and great value for money. Our focus will be on efficiently engaging with and serving the mass market, both domestically and internationally, to become a part of their everyday wardrobe. Over the next three years, we plan to expand our presence by establishing physical stores in various neighborhoods across India. This will complement our existing online platform and provide a seamless shopping experience. Our long-term vision is to extend our reach beyond India and establish a global presence. We aspire to make Beyoung a recognizable and trusted brand worldwide, serving customers across different countries.