Fashion wasn’t just a career choice for Srishti Tanwani—it was her childhood. Growing up in Raipur, she spent her days surrounded by fabrics and designs at her mother’s boutique, which laid the foundation for her ₹500 Cr brand, Indo Era. Launched in 2018, the brand cracked the code of affordable ethnic wear, blending traditional craftsmanship with modern styles for everyday use.
The Genesis: A Legacy Meets Ambition
Srishti’s journey began under the wing of her mother, a boutique owner whose resilience became her blueprint. After studying engineering, she pursued fashion management at NIFT, interned at leading e-commerce platforms, and joined Myntra. There, she met co-founders Deepak Sheta and Ambrish Miyani, and together they identified a gap: stylish, affordable ethnic wear for Tier-II/III cities.
Cracking the Market: Affordable Fashion for Everyday Wear
Indo Era targeted women who wanted quality ethnic wear priced between ₹599-₹4,000. The brand focused on everyday outfits—kurtas, co-ord sets, and Indo-western fusion—rather than occasion-specific collections. This strategy resonated with working women in smaller towns, where western wear hadn’t fully replaced traditional attire.
E-commerce First: Zero Marketing, 100% Organic Growth
Unlike competitors, Indo Era skipped offline stores initially. It launched on Myntra and Amazon in 2019, later adding its D2C website. Astonishingly, the brand spent zero on marketing until 2024, relying on word-of-mouth and marketplace visibility. By FY25, gross revenue hit ₹500 Cr, with monthly sales exceeding 6 lakh units.
Key Growth Levers:
- SKU Explosion: Started with 120 products; now offers 4,800+ styles.
- Tier-I Expansion: Faster delivery via Amazon Prime attracted metro buyers.
- GenZ Appeal: Introduced spaghetti kurtas and co-ord sets for younger audiences.
Operational Mastery: Controlling Quality and Costs
Indo Era’s backward integration set it apart. Partnering with manufacturers in Surat, Jaipur, and Kolkata, it streamlined fabric procurement, embroidery, and stitching. Later, bringing these units in-house reduced delays and improved quality. Every garment undergoes multiple checks—from fabric texture to ironing.
Scaling Challenges: Betting on Trends and Tackling Copycats
1. Fast Fashion Risks: Launching 300 new products monthly meant betting on trends. Customer reviews helped refine future collections.
2. Fit Issues: Coordinated sets struggled with India’s diverse body types. The brand introduced size charts and fit trials to address this.
3. Design Theft: To combat copycats, Indo Era focused on intricate embroidery and proprietary fabric blends that are harder to replicate.
Data-Driven Design: Decoding What Women Want
The team analyzed browsing patterns, search trends, and global fashion cycles to predict demand. This approach reduced unsold inventory and boosted repeat purchases.
The Road Ahead: Offline Stores and Quick Commerce
With 5 stores already operational, Indo Era plans 25+ new outlets in metros by 2025. It’s also tapping quick commerce via Flipkart Minutes and Zepto for faster deliveries. Marketing will shift to lifestyle-driven campaigns, showcasing women in everyday scenarios to build emotional connections.
Why Indo Era Stands Out
- Price-Quality Balance: Bridging the gap between premium brands and cheap alternatives.
- Agile Manufacturing: Rapid response to fashion trends.
- Women-Centric Design: Practical outfits for work, travel, and daily wear.
In a market crowded with legacy players, Indo Era’s mix of affordability, data smarts, and operational grit makes it a case study for bootstrapped success. As the brand eyes the ₹5,000-10,000 Cr mark, its journey proves that understanding the Indian woman’s wardrobe is the ultimate growth hack.