Can Berrylush Become The Go-To Fast Fashion Brand For India’s Gen Z?

India’s fashion landscape is shifting as young consumers seek trendy, high-quality clothing without paying a premium price. While luxury brands cater to a niche audience and mass-market retailers focus on affordability at the expense of quality, there has been a rising demand for stylish, well-made, and budget-friendly clothing. 

Recognising this opportunity, Alok Paul and Anusha Chandrashekar founded Berrylush in 2018, a direct-to-consumer (D2C) fashion brand focused on making contemporary global fashion accessible to modern Indian women.

Berrylush is built on the principle that fashion should be both aspirational and affordable. The brand blends high-fashion aesthetics with price-conscious offerings, catering to the evolving preferences of GenZ and millennial shoppers. By eliminating middlemen and maintaining in-house manufacturing, Berrylush ensures superior quality control, quick adaptation to fashion trends, and a shorter turnaround time from production to market. 

Unlike traditional brands that rely on bulk manufacturing cycles, Berrylush’s agile production model allows it to stay ahead of seasonal trends and consumer demand.

Bridging The Gap Between High-Fashion & Affordability

Berrylush offers an extensive range of dresses, co-ords, jumpsuits, and workwear that appeal to young, fashion-conscious consumers. The brand also emphasises size inclusivity, launching Berrylush Curve for plus-size fashion and BIZwear for professional wardrobe essentials. Expanding beyond apparel, the D2C brand has introduced a line of accessories, including handbags, belts, and perfumes, further positioning itself as a one-stop fashion destination.

By maintaining control over production and leveraging tech-driven supply chain efficiencies, Berrylush delivers high-fashion products without the traditional retail markups. This model allows the brand to compete with premium labels on design while maintaining affordability, making it a favorite among young shoppers looking for budget-friendly yet trendy wardrobe choices.

Scaling Growth With A Digital-First Approach

Leveraging a strong digital presence, Berrylush has expanded its footprint across leading ecommerce platforms, including Myntra, Amazon, and Flipkart, while investing heavily in its own website and mobile app to strengthen its direct-to-consumer (D2C) strategy. This omnichannel approach ensures that the brand reaches a wider audience while maintaining profitability by reducing marketplace commissions.

Berrylush has scaled its production capacity significantly, reaching 1.3 Lakh units per month in 2024, a key driver behind its consistent revenue growth. The brand recorded 24.5% YoY growth, with revenues rising from INR 61 Cr in FY23 to INR 76 Cr in FY24. Celebrity endorsements, aggressive digital marketing, and a customer-centric approach have played pivotal roles in fueling this expansion.

Future Roadmap & Global Ambitions

Berrylush is on track to achieve INR 85 Cr in revenue by FY25, with an enhanced focus on profitability and customer retention. The D2C brand is actively investing in technology, automation, and sustainable fashion practices, including made-to-order collections to reduce inventory waste. 

To further diversify its reach, Berrylush is also testing international markets with limited product launches in select regions, paving the way for a global expansion strategy by 2026.

[Authored By Anirudh Trivedi]