NIFT students Praween KR and Sindhuja K set up Young Trendz to target fashion-conscious 20-somethings; their bootstrapped brand sold 25,000 units on Flipkart in five days during the 2017 festive sale.
Praween KR (from Bihar) and Sindhuja k (from Hyderabad) were college students while the entrepreneurial trojan horse bit. of their 7th semester of the knitwear layout bachelor’s course t National Institute of Fashion Technology, Chennai, the duo determined that they desired to do something of their own, on their personal.
It was 2015, and e-commerce turned into making a whole lot of noise. The duo decided to go together with the waft; they started out their very own online clothing brand, younger Trendz, in September with an investment of Rs 10 lakh. In two months, that they had started out selling on online marketplaces like Flipkart, Amazon, Voonik and Paytm, and released their personal e-commerce internet site.
Their growth was expeditious. before the semester ended, they had been participating in college occasions with freebies and presenting customised T-shirts beneath the young Trendz logo.
“We started with 10 orders a day on our website. By the eighth semester, we were doing customised T-shirts by collaborating with more than 100 colleges across the country, including IITs and IIMs,” Sindhuja recollects.
The startup has grown to around 1,000 orders a day, and has generated an impressive GMV of Rs 20 crore with zero VC funding.
From Chennai to Tirupur
As younger Trendz grew, their priority was to have an unbroken product development channel, which was best viable in Tirupur, the knitwear and production hub of India.
The founding duo was assured about the shift as they knew they could source and manufacture excellent merchandise, having visited Tirupur for college assignments.
but each Praween and Sindhuja were now not Tamil speakers, which induced them a few issues within the initial days. however, the Tirupur shift proved useful in phrases of product improvement and sourcing raw substances.
“In Tirupur, we got the proper people with the fine talents in garment enterprise for product development; we got skilled IT experts from Coimbatore for online net operations,” Praween says.
Logistics have been now not a hassle as shipments have a tendency to be picked up by the respective marketplaces’ courier partners.
Catering to a large audience
As the name suggests, young Trendz is about young people and trending designs. Hence the tagline: Stay Young, Live Trendy. The brand targets youth within the age of 18-28 years; their products feature quirky graphics that resonate with the young.
Sindhuja says: “We reveal trending things on social media and everyday life for our notion (for graphics). The competition is very difficult; our product competes with almost 1.5 lakh products to be on the first page (on online marketplaces), which more often than not includes worldwide and homegrown brands.”
With a crew of 30 people, young Trendz now has warehouses in Telangana, Karnataka, Haryana, Maharashtra, and Tamil Nadu, and could soon open one in West Bengal.
Sindhuja says these warehouses assist cater to their customers pan-India. They get highest demand from Delhi, followed by north-Japanese states and West Bengal, and 90 percent shipments are delivered to the consumer earlier than the promised date.
Young Trendz was the first to introduce the concept of couple clothing, a popular trend in the Chinese and Korean markets, to India.
Around Valentines’ Day in 2016, they did a trial by selling limited stocks. The great response and requests from customers led to further additions and couple clothing comprise 20 percent of sales today.
Sindhuja says graphics, implementation of international trends, and quick delivery work as their USP. Young Trendz now has three designers and outsources photoshoot and ad campaign shoots.
Praween says: “In Flipkart, we were recently awarded as one of the top brands in terms of performance during this year’s Big Billion Days. The response during this festive season sale was so good that we sold around 25,000 units in just 5 days.”
In 2018, young Trendz will set up offline stores and upload new classes to their collection. however, they have no plans to raise funds and need to continue bootstrapped. The co-founders are advantageous that they’ll be profitable in 2018.
“There’s genuinely greater responsibility worried in starting a business versus having an everyday activity. You ought to relentlessly chase perfection. you’ve got with a purpose to adapt to crazy, unexpected matters,” Sindhuja says.
With both partners coming from a non-business enterprise history, they needed to examine lots of recent tricks for the change – reading Class 12 accounts books, learning a new language (Tamil), and understanding taxes.
Their hard work seems to have paid off – this year, they are reaching a turnover of Rs 20 Crore, which Praween says is four times that of last year.
With fashion and apparel comprising a large chunk of the e-commerce pie, Young Trendz seems set for a bright future.