Our brand has basically evolved listening to customers’ needs
Amydus has one mission, and that is to democratise fashion across size boundaries. The India-based company makes ethnic and western fashion in sizes L to 9XL. Since beginning its journey in 2014 by making functional and well-fitted pants for friends and family, the company today serves over 60k customers. In a chat with Fibre2Fashion, Amydus Founder Kartik Sapra discusses plus size clothing in India.
How and when did you come up with Amydus?
Amydus was started in the year 2014. Actually, I co-founded this business with my brother in 2013, and initially we sold all sizes XS to 3XL across marketplaces like Homeshop18 and Snapdeal and some through our own website. But within a year into the business, we realised that sizes above XL are being underserved. So, we scrapped sizes upto XL in 2014, and started offering only plus sizes.
How has the brand evolved since its inception?
Our brand has basically evolved listening to customers’ needs. We introduce styles that are essential to customers and solve their problems. This can be seen in our collection. We are in no hurry to make the trendy fashion garments. We would rather give quality functional fashion to our customers.
What does Amydus mean?
There is no literal meaning to the word Amydus. When registering a brand and finding a domain, I wanted to get the shortest possible word that could be pronounced, have a ‘.com’ available, and have no precedence of searches in google, so it helps us in SEO. That’s how the name Amydus was chosen.
How would you describe the market for plus size clothing in India?
The market has existed for a long time. It would be difficult to put in numbers, but it is surely a big market in India. We see friends, colleagues and family members who struggle with quality fashion in their sizes, and the legacy brands have not been able to cater to them. I believe if you are solving the problems, the numbers will eventually come.
Within India, where are your products sold the most?
Most of our revenue comes from metros, with Mumbai, Delhi-NCR and Bengaluru being the leading ones. Since our offering basically caters to the urban audience more, metro cities will be our go to markets in the future too.
What are your best performing categories in-store and online?
Our dresses and pants have been the best performing categories.
What are some of the styles that are the most popular when it comes to plus size clothing?
I would say wrap dresses. They look amazing on all body types.
Please tell us about your latest collection.
The coming spring summer, we will be coming up with a lot of premium collection of linens, cottons and chanderis. Besides these, denim collection will also be something to watch out for. Our fits in bottom wear are loved by our customers, so we will be replicating the same fits and USPs in our denim collection.
What are your plans with respect to online and offline retail expansion?
We plan to grow online only for the next financial year. The opportunity is immense. We still drive 70 per cent of the online business from our website. We have a lot to achieve with respect to revenue from marketplaces. The demand in plus size is definitely there, but it is scattered. So, e-commerce provides the best possible medium to serve this demand, and we are now serving only the tip of the iceberg.
Published on: 19/12/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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