Berrylush, a clothing brand, was founded by IIM graduates. Both Anusha Chandrashekar and Alok Paul founded this brand in 2018. This D2C brand is Noida-based and manifests the lack of affordable Western wear clothes in the e-commerce market.
The evolution of D2C
According to the co-founder and CEO of this brand, ‘Before the launch, I had a job, but starting a firm was always the idea. I started working on the idea when I noticed the lack of quality Western wear. Berrylush started with the asset-light model and D2Cretail strategy. The selling price was Rs. 999, which became the best thing about the brand.’
Today, the brand is known for its high-quality, chic, western-wear clothing items. It offers a consistent-sized collection in different fabrics. Berrylush gives importance to its product line and makes around 150 new products each month.
However, to maintain everything, the band went through various difficulties, like resources and manufacturing challenges. But later, they started with in-house manufacturing. The brand makes around lakhs of units each month.
Also, it is a direct-to-customer brand and sells via its website, iOS app, Android app, and various e-commerce places like Myntra, etc.
Berrylush’s tech integration and top-notch quality assurance
This is not any other fashion company, but a technological one. The company has invested in integration technology to make everything seamless. Berrylush has its enterprise resource planning and offers special attention to product quality.
Also, everything is curated and crafted in India to empower employment. To maintain the quality of every product, it goes through proper testing and inspection. There is a dedicated assurance team for quality and a 5-step quality check protocol.
Berrylush’s growth, profits, and global expansion
The brand is headquartered in Noida and sells in 27,000+ pin codes across the country via its official site, app, Nykaa, Ajio, Flipkart, Poshmark, etc.
After 5 years of inception, it is now a house of the Myntra brand. It is improving its operations at a great pace. The initial month’s production of Berrylush was only 900 units, and now it is around two lakh units each month.
Also, to offer a better shopping experience to the customers, it entered the offline space in 2022. In Noida, the brand opened its initial offline store. There are plans to open more stores in the next two years in various metropolises.
Berrylush has recorded net revenue of around Rs. 61 crore in FY23 and will increase to Rs. 80 crore by year-end. It is valued at Rs. 240 crore
