The dawn of E-commerce has levelled the playground for the fashion industry. But when homegrown brands are forced to compete against global luxury brands, there is little they can do about it. Whether it is marketing expenditure, supply chain, or technology, these indigenous brands struggle too hard to survive that growing and competing is a distant dream.

Though many E-commerce platforms are out there; listing a product, running sponsored ads, and managing deliveries/returns, is too much to handle for homegrown brands. Divyansh Kapoor and Himanshu Sharma always wanted to launch their own homegrown label.