KAARYAH is an online brand for women’s western wear and the only one to offer 18 size options. The 18 sizes are a result of its unique “My Perfect Fit” algorithm which tells women their exact size and body shape on visiting the website. At KAARYAH women can not only find their perfect FIT, but also highly personalized wardrobe solutions that compliments their body type. The startup’s just-in-time inventory model allows it to improvise and personalize like no other apparel brand. KAARYAH is also the only apparel brand that applies data analytics and technology to fashion apparel. The company takes customer feedback and churn out products such that they get exactly what they’re looking for. KAARYAH also has unique features called “problem solvers” such as “anti-gape”, “expandable waist”, “bust minimizers”, “variable length trousers” “stay-in shirts” embedded in the products to ensure women don’t compromise on comfort for fashion and vice-versa.
The startup was founded in Feb, 2014 by Nidhi Agarwal.
Team BWDisrupt Interacts With Nidhi Agarwal, Founder & CEO, KAARYAH, And Spoke To Her
Journey since inceptionKAARYAH was the outcome of not being able to find a basic well fit white shirt when Nidhi spilled some coffee on herself just before a meeting. This was followed by a survey to ascertain if other women faced similar problems. Interestingly enough, it indicated that most Indian women faced a problem finding western clothes with the right fit. KAARYAH then studied ~1,500 women, with varied body shapes to come up with a proprietary 18 size-set that no other brand offers even internationally. The brand is now focused on offering wardrobe solutions that help discover not just the best possible fit but also what flatters different body types. Aside, the business truly disrupted a legacy manufacturing process to scale up to provide the World’s largest catalog for Shirts, Trousers & Skirts within 20 months of operations and providing a scalable business given its near breakeven status within 14 months of starting.
About the startupKAARYAH is an online brand for women’s western wear and the only one to offer 18 size options. The 18 sizes are a result of our unique “My Perfect Fit” algorithm which tells women their exact size and body shape on visiting the website. At KAARYAH women can not only find their perfect FIT, but also highly personalized wardrobe solutions that compliments their body type. Our just-in-time inventory model allows us to improvise and personalize like no other apparel brand. KAARYAH is also the only apparel brand that applies data analytics and technology to fashion apparel. We take customer feedback and churn out products such that they get exactly what they’re looking for. KAARYAH also has unique features called “problem solvers” such as “anti-gape”, “expandable waist”, “bust minimizers”, “variable length trousers” “stay-in shirts” embedded in our products to ensure women don’t compromise on comfort for fashion and vice-versa.
Funding detailsIn June 2015, KAARYAH raised funding from Ratan Tata and in October 2015, it received capital from Mohandas Pai & The Saha Fund.
Traction detailsThe startup is shipping 100 units per day.
Challenges facedRaising our Pre Series A round was tough. Nidhi made numerous pitches on phone, in-person and through emails over 365 days for KAARYAH. Finally, KAARYAH was able to raise funds from Mr. Ratan Tata, Mr. Mohandas Pai and The Saha Fund. Apart from this, building a good team was challenging initially but we finally managed to onboard a team that is a true believer in KAARYAH and drives home projects with unmitigated passion.
Marketing Plans KAARYAH believes that brands can be built on the back of genuine relationships with customers. Understanding your consumer well and reaching them with conversations they truly want to have has been among our greatest achievements and we plan to continue it. Our approach to marketing is not quintessential and I can safely say that KAARYAH's marketing team is not a cost but operates/ sets goals like a profit center.
Market size & Opportunity Apparel in India is a fragmented but huge market with plenty of scope and opportunity. Value added fashion that brands like KAARYAH offer is likely to sustain demand and growth for this category. Data suggests that this consumer segment is growing at a CAGR of 30%.
Future PlansKAARYAH plans to focus on its home channel and stay focused on unit economics. We want to build a genuine brand that focuses on the product & consumer experience without riding discounts. KAARYAH aims to be among world's largest brands offering women's western wear with the best possible FIT.
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Soumya is a young writer and journalist, with bachelors in Multimedia and Mass Communication. She is an alumini of the Asian College of Journalism, and finds politics and sustainability intriguing beats to work with.
