NIFT students Praween KR and Sindhuja K are passionate entrepreneurs who started a fashion business in the name of Young Trendz targeting the younglings. Their brand T-shirts sold 25,000 units on Flipkart in five days during the 2017 festive sale. Praween and Sindhuja were in their seventh semester of the knitwear design bachelor’s course at National Institute of Fashion Technology, Chennai when the duo got the idea to do something on their own.
It the time when e-commerce is making big news and the duo decided to make use of it and started their own online clothing brand named Young Trendz in September with an investment of Rs 10 lakh. They joined e-commerce sites like Flipkart, Amazon, Voonik and Paytm to sell their T-shirts.
They witnessed rapid growth and even before the semester ended, they were participating in college events with freebies and providing customised T-shirts under the Young Trendz brand. Sindhuja said, “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.”
Young Trendz mainly targeted youth
The company has started to get around 1,000 orders a day and has generated an impressive GMV of Rs 20 crore with zero VC funding. They then shifted their fashion hub to Tirupur, the knitwear and manufacturing hub of India. Though the duo suffered a bit due to the language difference, they benefitted when it comes to product development and sourcing raw materials.
Praween says, “In Tirupur, we got the right people with the best skills in the garment industry for product development; we got talented IT professionals from Coimbatore for online web operations.”
With a tagline, Stay Young, Live Trendy, the brand targets youth in the age group 18-28 years. They used quirky graphics that mostly attract the younglings.
Sindhuja says, “We monitor trending things on social media and day-to-day life for our inspiration (for graphics). The competition is very tough; our products compete with almost 1.5 lakh products to be on the first page (on online marketplaces), which mostly includes international and homegrown brands.”
With a team of 30 people, Young Trendz now has warehouses in Telangana, Karnataka, Haryana, Maharashtra, and Tamil Nadu, and will soon open one in West Bengal.
Young Trendz was the first to introduce the concept of couple clothing, a popular trend in the Chinese and Korean markets, to India. The price of the products ranges from Rs 250 to Rs 600.