In 2018, Berrylush came to life, founded by Anusha Chandrashekar and Alok Paul, both distinguished IIM graduates with engineering backgrounds. This dynamic duo, without prior experience in the apparel or textile industry, embarked on a remarkable journey. Their vision was clear: to create a Western wear fast fashion brand that would redefine the way people perceive and access stylish clothing.
Building from the Ground Up
The early days of Berrylush were marked by determination and grit. In July 2018, the founders set up their in-house manufacturing unit, armed with just four machines and a dedicated team of five employees. The first month’s production was a modest 900 units. Fast forward to today, and Berrylush is a production powerhouse, churning out approximately two lakh units every month.
Rapid Growth and Financial Success
Berrylush’s meteoric rise is evident in its financial success. In FY23, the company raked in revenue exceeding Rs 61 crore, and it is poised to achieve a remarkable Rs 80 crore in FY24. With a valuation of around Rs 240 crore, Berrylush’s journey is a testament to the power of innovation, dedication, and strategic planning.
A Multichannel Presence
The Noida-based startup has strategically positioned itself in various marketplaces, making its products easily accessible to a broad audience. Berrylush can be found on its website and app, Myntra, Nykaa, Amazon, Ajio, Flipkart, and Poshmark. This multichannel approach has contributed to its widespread recognition and reach.
From Digital to Physical Retail
While excelling in the digital domain, Berrylush has also embraced physical retail. The company now boasts six offline stores, with plans to open 30 more in the next two years, strategically located in major metro cities across India. This expansion reflects Berrylush’s commitment to offering a seamless shopping experience to its customers.
A Brand of Innovation and Quality
Berrylush has carved a niche for itself by combining the art of fashion with the science of technology. The company has invested significant resources in integrating technology to streamline its operations. With its in-house enterprise resource planning (ERP) system, Berrylush has enhanced efficiency, ensuring a seamless process from design to delivery. Quality remains a top priority for the brand, as every product undergoes rigorous scrutiny to meet the highest standards.
Leadership with a Vision
At the helm of Berrylush are Anusha Chandrashekar and Alok Paul, who bring their diverse expertise to the fashion world. Anusha, the co-founder and CEO, is an IIM graduate with a background in engineering. Alok, the co-founder and COO, is also an IIM graduate and an IT engineer. Together, they’ve propelled Berrylush from its modest beginnings to a position of industry leadership.
Focused on Customer Experience
Berrylush has built a loyal customer base, with its app being downloaded more than 2 lakh times. The brand’s consumer retention rate stands at an impressive 28%, setting an industry record. The average product review hovers around 4.3 stars, a testament to the brand’s commitment to delivering quality and satisfaction.
In a world where fashion is an ever-evolving statement, Berrylush stands out as a beacon of innovation and success. With its unique designs, ethical practices, and a vision to redefine style, Berrylush has not only captured the hearts of consumers but has also transformed the fashion landscape. As it continues to thrive in both the digital and physical realms, Berrylush is a brand poised for an even more remarkable future.
