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How To Start A Fashion Startup From Scratch

The Indian fashion industry is booming. However, only 10-15% of startups (including fashion startups) succeed. So, how can one build a successful fashion startup?

By Rashaad Ather
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Indian fashion is a booming industry. The clothing industry alone will reach $105.5 bn in revenue by the end of 2024, according to Statista. It sure looks easy to start and build a successful fashion startup today. 

But it’s a mirage.

Studies show that 10-15% of startups (including fashion startups) in India become successful. The constant changes in fashion trends don’t help either.

Overall, it’s a high-risk, high-reward game. 

But if you're passionate about fashion and willing to hustle, the sky’s the limit.

So, how can you build your successful fashion startup? 

Here’s how.

Identify Your Niche & Target Audience

When the industry is vast, go narrow. 

Choose a specific niche within the fashion industry, like sustainable fashion, streetwear, or accessories. Learn about the customers; their desires, habits, and needs. Now, check if there’s something that the audience wants and if the existing products in the market aren’t fulfilling yet. Tailor your product accordingly. It becomes your product's unique selling point (USP).

Example: If your niche is eco-friendly activewear, your target audience might be fitness enthusiasts prioritising sustainability. They might need materials that are both durable and environmentally friendly.

Develop Your Brand Identity & Business Plan

Creating a unique brand identity is important from a marketing perspective. A memorable logo with a clear brand purpose will help your audience to engage deeply with your startup. 

But that’s not everything. You need a longer vision to build a successful venture. For this purpose, outline your business goals, marketing strategies, and financial plans to stay committed, organised and focused. 

Example: If your brand promotes inclusivity, use digital marketing to tap into the youth audience, and use inclusive language in your messaging.

Source Materials & Establish Production

Find reliable suppliers for high-quality fabrics and materials that align with your brand values. If you have the funding, space, and manpower, produce in-house. Otherwise, outsource your production. Ensure your production methods are ethical to build trust with your audience.

Example: Buying fabric from certified suppliers can show your commitment to sustainability while partnering with local artisans is a good PR and highlights your dedication to ethical production.

Build Your Online Presence & Marketing Strategy

In today’s digital world, you need a user-friendly website to showcase your brand and products. Use social media platforms to engage with your audience, and collaborate with influencers to increase your brand's visibility.

Example: A fitness influencer collaboration can promote your eco-friendly activewear by showcasing how your products fit into a sustainable lifestyle, reaching their followers who share similar values.

Launch & Adapt

Organise a launch event or campaign on Instagram, and Facebook to introduce your brand to the market. You can also create the buzz with clever copywriting. Gather customer feedback to understand their experiences and make necessary adjustments to improve your product or messaging.

Example: Host a virtual launch event on IG with live demonstrations of your products and Q&A sessions. Actively monitor customer reviews and feedback on social media to identify areas for improvement and respond promptly to customer inquiries.


Starting a fashion brand in India is challenging but can be rewarding. With a clear niche, strong brand purpose, excellent source for quality materials, robust online presence, and sound feedback incorporation, success is imminent. Stay adaptable and innovative to thrive in this high-risk, high-reward game.          

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