Apr 2021 – Mar 2024 · 2 yrs 11 mos · Mumbai, Maharashtra, India

• Identified market gap: Identified a gap in the Indian D2C fashion market where men's brands lacked high-quality, non-graphic, stylish and fashionable clothing, with majority brands focusing on graphics or premium fabrics like Supima.
• Solution: Launched Brown Mocha, a curated brand specializing in offbeat colors, trendy silhouettes, and minimalist styles, to address the demand for unique, classy fashion choices for men.
• Product range: From international fashion trends like oversized T-shirts and cargo joggers to minimalistic winter sweaters in unique, offbeat earthy tones, launched a variety of curated collections under
• the brand.
• Inspirational brands: Drew inspiration from brands like Off-White, Palm Angels, Uniqlo, Zara, balenciaga and Everlane to create a distinctive blend of high street fashion and minimalist aesthetics.
• Lean launch strategy: Implemented a lean launch strategy by experimenting with curated drops, limiting each collection to 3-4 SKUs per category and launching a maximum of 50 pieces per SKU. This approach allowed for data-driven scaling and provided precise market demand insights. For example, we launched sweaters with an inventory of 200 pieces only across 5 colors in our first year and ended up selling more than 5000 sweaters in that year. Additionally, we achieved 1 Crore in sales within just 4 months.
• International brand image: Invested significantly in high-concept photoshoots to craft a premium international brand image, enhancing online presence across various marketplaces and on our own website.
• Achievements: Achieved 3.5 crores in net sales over three years with less than 50 SKUs and no dedicated team, while bootstrapped; became the most searched brand and top revenue generator at Bewakoof marketplace among 30 brands, including Snitch and Campus Sutra, for two consecutive months with just 15 SKUs in our first year.