From humble beginnings to generating crores in monthly revenue, Rajasthan-headquartered Beyoung has scaled impressive heights. Positioned as an everyday fashion brand, it has established itself as a go-to choice in tier 2, 3, and 4 cities, offering stylish, affordable, and convenient apparel that resonates with its audience.
When discussing the inspiration behind Beyoung and the specific gap in the fashion market the brand sought to address, Shivani Soni, Co-founder, Beyoung, explained, “Beyoung was born out of a simple yet powerful realisation. Back in 2018, the Indian fashion scene was full of exciting trends, but we noticed something important, there was a big gap in the market. People living in smaller cities (Tier 2, 3, and 4) wanted stylish, aspirational clothes but couldn’t find them at affordable prices. Most brands were focusing only on the bigger cities, leaving out the vast majority of the population.”
“We were inspired by the idea of Roti, Kapda, and Makaan (food, clothing, and shelter), and we decided to focus on Kapda- clothing. We saw an opportunity to bring affordable, trendy fashion to people who were underserved by existing brands. Our mission was clear to make stylish, value-for-money clothes accessible to everyone, no matter where they lived. And that’s how Beyoung came to life- filling the gap with fashionable, affordable options for the 95% of India that was being overlooked,” she added.
Soni pointed out that since Beyoung was founded, they have hit some pretty exciting milestones that show how far they have come and how much they have grown. One of their biggest achievements has been building a strong customer base of 5 million people.
“That tells us we’re doing something right and that people really connect with our brand. We also saw a huge opportunity in the men’s fashion market, so we decided to focus on it, and it’s been a game changer for us. Today, about 90% of our revenue comes from male customers, which just proves that there’s a big demand for affordable, stylish clothing for men,” Soni said.
Furthermore, she went on to say, “On top of that, we reached an impressive annual recurring revenue (ARR) of 200 crore in 2023. This shows that our efforts to grow and improve, whether through expanding our product range or better engaging with our customers, are really paying off. Overall, Beyoung has come a long way, and we’re excited to keep evolving as we meet the changing needs of our customers.”
While pointing out the biggest challenges faced while scaling the Beyoung from a startup to an established brand, Soni mentioned, “When we launched Beyoung with the vision of serving ‘Real Bharat’, we knew we had our work cut out for us. But each challenge became an opportunity to grow, innovate, and stay true to our mission. Here’s how we tackled those challenges head-on: Serving a mass market with diverse target groups: One of our biggest hurdles was catering to such a wide and varied audience, spread across different regions and with different purchasing powers. What worked in one place didn’t always work in another, so we had to get creative. We adapted our products and marketing strategies to make sure we were speaking to each community in a way that resonated with them. It wasn’t just about selling clothes—it was about building a real connection with people on a deeper level.”
Furthermore, she went on to say, next up is operational and logistical challenges: Reaching customers spread out across the country came with its own set of challenges, especially when it came to managing the supply chain and ensuring timely deliveries. But they didn’t let these hurdles hold them back. By integrating technology and streamlining their operations, they were able to improve efficiency and make sure their customers got their orders on time, no matter where they were.
Attracting skilled talent: Being based in Udaipur, a Tier-3 city, made it challenging to attract skilled talent. But this turned out to be a blessing in disguise. Being in a smaller city gave them a unique insight into the struggles of their target audience. They understood their needs better than anyone, and this helped them build a team that was passionate about serving these communities. It also gave them the chance to offer meaningful growth opportunities to people who were eager to contribute to our mission.
“Each of these challenges pushed us to think differently, innovate, and stay connected to the heart of what we wanted to achieve,” Soni added.
When asked about the key markets in India that Beyoung is currently focusing on and their core target audience, Soni shared that currently, their focus is on the major masses in India, particularly in Tier 2, 3, and 4 cities. These areas are where they see the biggest demand for affordable, stylish clothing, and where people are really looking for brands that offer value for money.
“Our core target audience is both men and women between the ages of 18 to 34. These are young professionals, or small business owners who are working hard to make a living but still want to look good without breaking the bank. They typically earn between Rs 12,000 to Rs 1 lakh a month and belong to the lower middle class or middle class,” Soni said.
“The goal for our customers is simple, they want to save money while still rocking a trendy, fashionable wardrobe.Finding clothes that are stylish, affordable, and good quality all at once. That’s exactly where Beyoung steps in- offering a solution to their fashion needs without compromising on value,” she added.
Soni also highlighted that this year has been exceptional for Beyoung, with remarkable revenue growth and an overwhelmingly positive response from their customers, both online and offline.
“We’ve also expanded our reach to the global market, proudly launching our products in the UAE at Noon. Looking ahead, we’re excited about the future. Our goal is to reach Rs 600 crore in annual recurring revenue (ARR) by 2027, and we’re on track to achieve that. We’re confident that with our strong focus on quality, affordability, and expanding both online and offline, the upcoming year will bring even more growth and success for Beyoung,” she added.
Soni emphasised that over the next three years, they have big plans to grow Beyoung and make it even more accessible to people across India and we are also going global.
“Our goal is to open over 300 stores in Tier 2, 3, and 4 cities by 2027, with more than 100 stores launching this year alone. We want to become the go-to brand for customers who love stylish, aspirational fashion at affordable prices. Whether you’re shopping online or in-store, we’re all about offering a seamless, easy shopping experience that puts you first,” she added.
While discussing the key marketing initiatives Beyoung is currently focusing on, Soni said, “At Beyoung, we’re focused on reaching and connecting with younger audiences, especially millennials and Gen Z. We know these generations want trendy, affordable options, so we’ve launched collections like Everyday Basics and Everyday Xclusives to cater to their everyday fashion needs.”
“We’re also exploring new ways to reach them through different channels, whether it’s social media, influencer collaborations, or exclusive online offers. We want to keep things fresh and exciting, making sure we’re always in tune with what our customers want. We’re really excited about these initiatives and the new ways we’ll continue to engage with our younger audience in the future,” she added.
Soni also shed light on Beyoung’s current media mix. She said that at Beyoung, they are all about making the most of both digital and traditional media to reach our audience. Right now, they are focused on digital media, social media, influencer collaborations, and online ads, because it’s the best way to connect with their younger, tech-savvy audience. Through these channels, their goal is to boost brand awareness, engage with customers, and drive online sales.
“But as we have started launching more offline stores, we’re also tapping into traditional media, like TV, print, and outdoor ads. This helps us reach a broader audience, especially in areas where digital media might not be as strong. With this mix, we aim to build even more brand recognition and create a seamless connection between our online and offline presence. We want to be everywhere our customers are, whether they’re shopping online or walking into one of our stores,” she stated.
She further highlighted why Bhuvan Bam stood out as the perfect choice for the brand’s ambassador.
Soni said, “We had a successful collaboration with Bhuvan Bam, whose relatable and authentic content really resonated with our values at Beyoung. Beyoung X BB perfectly embodies the idea that fashion should be stylish, comfortable, and accessible for everyone, just like our clothing. His influence and connection with the youth made this partnership a great fit. We had a very successful collaboration with him.”
“Looking ahead, we’re excited to collaborate with more influential icons like Bhuvan to continue bringing fresh, relatable content to our audience. It’s definitely in our plans, and we can’t wait to share more such collaborations soon,” she said.
Furthermore, Soni highlighted that at Beyoung, it’s all about making consumers’ online shopping experience as fun, easy, and personal as possible. With the rise of technologies like AR and AI, we’re stepping up our game to bring you a shopping experience that feels almost as real as being in a store.
“We’re already working on bringing AR/VR into the mix for virtual try-ons and using AI to tailor recommendations just for you. Plus, we’re enhancing our omni-channel platforms to ensure you get a shopping experience that feels truly personal and customer-centric. Our goal is to make shopping easier, smarter, and more enjoyable, no matter where you’re located,” she said.
Soni highlighted that influencer marketing plays a key role in our overall strategy, and they are very thoughtful about how we approach it.
“We partner with influencers who connect with our audience and are trusted by them. Whether it’s micro or macro influencers, we focus on those whose values or story align with ours. This helps us give our customers honest feedback and real-life styling ideas for our products. Our main goal is to boost brand awareness, spark interest, and inspire our target audience to dream big and see how Beyoung fits into their lifestyle,” she stated.
In conclusion, Soni shared her insights on the evolving e-commerce landscape in fashion, emphasising, “The way people connect with brands has changed, and with India’s population of 1.4 billion, the fashion industry is set for incredible growth. It’s expected to reach 289.6 million users by 2029, highlighting both the immense potential and fierce competition in the market. To stay ahead in this dynamic landscape, Beyoung is focusing on building a strong omnichannel presence.”
“In the next three years, we aim to expand and bring Beyoung closer to you- right in your neighborhood. Our vision doesn’t stop at India; we plan to go global, reaching customers not just across the country but around the world. Our goal is to become the go-to choice for shoppers, making fashion easily accessible through a blend of cutting-edge technology and trendsetting styles. With these efforts, we’re committed to efficiently serving the mass market and keeping Beyoung at the forefront of fashion innovation,” she added.
