In a recent conversation, Shivani Soni, co-founder of Beyoung, shared the inspiring journey behind building a fashion brand that caters to the underserved market of Tier 2, 3, and 4 cities in India. She and her co-founders identified a significant gap in the fashion industry back in 2018—people from smaller cities struggled to access affordable, high-quality fashion without compromising on style.
Shivani, a fashion designer by profession, along with her co-founder Shivam, who came from a business background, decided to bridge this gap. Coming from a business family, the decision to start Beyoung was rooted in their understanding of market needs. At the time, most fashion brands were targeting Tier 1 cities and premium customers, leaving a massive section of the population without good fashion choices at affordable prices.
Building for the Mass Market
Shivani emphasized that Beyoung was created with a vision to make global fashion accessible to everyone, especially those managing tight budgets while striving to look good in their daily lives. Whether someone is paying off loans or managing monthly expenses, fashion should not feel like a luxury.
The initial days were challenging. The team assumed that launching the brand would immediately result in a flood of orders. However, they quickly realized they needed a strategy that resonated with their target audience. That’s when they introduced customizable combo packs, allowing customers to pick multiple sizes and colors in a single purchase—a feature that was rare in the market. This gave customers the flexibility to buy in a way that suited their needs, and it became a game-changer for Beyoung.
Later, they introduced “Shop the Look”, where customers could mix and match upper and bottom wear, a concept inspired by global fashion trends but tailored for the Indian audience. This move addressed a major issue—most brands sold co-ord sets with fixed sizes, but Beyoung gave buyers the freedom to choose different sizes for different pieces. The response was overwhelming.
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Scaling from a Small Startup to a Leading Brand
From earning just ₹35 lakh in 2018, the company is now aiming for an ARR of ₹150–200 crore in FY 2024–25. With over 7 million users and a 40% repeat customer rate, the brand has solidified its position as a trusted fashion destination for budget-conscious yet style-savvy consumers.
Disrupting the Market with Value & Quality
Unlike fast fashion brands that mass-produce designs, Beyoung focuses on making global fashion accessible—to create pieces that people feel confident after wearing. This shift in consumer behavior, accelerated by the post-COVID mindset, has worked in Beyoung’s favor, allowing it to position itself between high-end brands and local retailers.
Shivani also pointed out that while many brands claim to offer affordable fashion, their pricing is often out of reach for Tier 2, 3, and 4 city consumers. Beyoung, on the other hand, strategically fills this gap by providing the perfect balance of quality, style, and affordability.
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What’s Next for Beyoung?
As competition increases in the fashion e-commerce space, Shivani remains confident in Beyoung’s unique approach. While other brands are still struggling to offer true customization and flexibility, Beyoung continues to innovate. The brand is focused on expanding its reach, increasing customer satisfaction, and further disrupting the fashion industry for the mass Indian market.
From a small-town startup to a multi-crore business, Beyoung’s journey is a testament to the power of understanding consumer needs and delivering real value. With its strong foundation and ambitious goals, the brand is set to redefine everyday fashion in India.
