Advertisement - A Multi-designer Luxury Retail Store in the Southern India

Moving ahead, foresees scaling up to 100 omni-channel models across the major cities in India in less than two years and becoming a prominent player in the fashion segment.

The website is brimming with a plethora of ethnic wear and western designs, handbags, footwear and accessories for women as well as men’s lifestyle and fashion products including other categories like home décor and personal grooming.

About The Startup, an online curated fashion and lifestyle startup began its journey as making luxury products accessible in the form of a flash sale model. Based out of Bangalore, it also currently operational in Delhi-NCR and Mumbai.

Bought into existence in 2012 by Sanjay and Yashodhara Shroff along with three other technology professionals from the industry, it has evolved by leaps and bounds ever since its inception.

Story so far- Founders and the team

The co-founders of, Yashodhra and Sanjay Shroff along with three other technology professionals from the industry Vivek SP (an IT professional previously working with Infosys), Prashanth HN (one of India's leading technology bloggers) and Soujanya Sreenath (Software engineer and web designer) established this fashion brand online.

This team of five identified a severe dearth in affordable and credible fashion available across India, especially in Tier 2 and Tier 3 cities. So, was created with the aim of triggering a liaison between the best of couture and affordable fashion for people based in and around smaller cities across the country. The company currently consists of a team of about 100 employees.

From ‘Ffolio’, a multi-designer luxury retail store in the Southern India launched in 1991 to ‘’ in 2012, Yashodhara and Sanjay Shroff have come a long way.

The couple has been responsible for pioneering the concept of in-house fashion presentations, curated fashion and styling advice and co-branded fashion events in India. Taking a cue from their 20 plus years’ of experience in the industry, they considered to be a natural progression to gravitate towards the online medium.

The product- fashion

Understanding the fashion quotient of both Indian men and women across age groups, aims to offer fresh fashion every day, through blend of ethnic and western wear. The company claims that all the products on their platform are hand-picked and provided to the shoppers through flash sales, that are put up for a limited period. The USP of their brand being, offering a variety of options for women. sees a healthy mix of orders coming from both metro and non-metro cities mainly from women in the age group of 20s to 40s.

On the Investment Front raised Rs 50 crore in angel funding from Jitu Virwani, Chairman and Managing Director, Embassy Group. Jitu Virwani has made the investment in his personal capacity and confirmed that he is currently the only participating angel investor. Importantly, his seed round is probably the biggest seed round ever invested in any startups in India.

Traction Highlights

 Our average basket size for every transaction is a healthy Rs.3500 for a woman in her mid- 20’s.
 Launching its offline model a year ago, StyleCafe is now a fashion landmark.
 Styletag, has an offline kiosk, which provides for direct touch and feel option for their customers.
 Also, in terms of sale they have seen a drastic increase from 200 - 300 hundred orders per month to 400 - 500 orders per day
 There is 100% authenticity on all merchandise being sold as it comes directly from the manufacturer, or a licensed agent, a retailer, or an importer.
 Its current growth projections indicate that the company is soon to achieve the milestone of 1 lakh orders per day.

Future plans

Many e-commerce players now focus on offering personalization to help consumers buy clothes according to their individual tastes. While Styletag competes with these players, like Roposo, Myntra, Jabong, Voonik and Limeroad it aims to stand out as their modus operandi is flash sales.

Moving ahead, foresees scaling up to 100 omni-channel models across the major cities in India in less than two years and becoming a prominent player in the fashion segment. While its brick and mortar presence will aid in brand building, the company aims to aggressively retail through online commerce to successfully reach out to style aficionados. They recently optimized their website to provide a better mobile experience and are currently working on their mobile app, which they aim to launch very soon.

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