Clothing Brand
Slow Fashion
Season 3 Episode 43
| Brand | Why So Blue |
| Company Name | Why So Blue |
| Founders | Shweta Shivkumar, Jaya Shivkumar |
| Original Ask | 75 lakhs for 3% equity at the valuation of Rs. 25 crores |
| Deal | 40 lakhs for 3% equity at the valuation of Rs. 13.33 crores and 35 lakhs debt at 10% interest for 3 years |
About the Product
Why So Blue is a mother-daughter led brand known for their commitment to slow fashion, handcrafted garments, and zero waste production. Specializing in customizable clothing, including wrap dresses, short dresses, and co-ord sets, they prioritize conscious clothing that feels like a second skin. Each piece is meticulously crafted in India, reflecting their dedication to ethical practices and sustainable production methods. Their emphasis on slow fashion underscores a deliberate approach to design and manufacturing, ensuring that each garment is made with care and attention to detail. By prioritizing quality over quantity, they strive to minimize environmental impact and promote longevity in their creations.
At the heart of Why So Blue’s ethos is a dedication to handcrafting each garment, imbuing them with a unique charm and character. Their commitment to zero waste production extends beyond minimizing environmental harm to encompass a holistic approach to sustainability, from sourcing materials to the disposal of excess fabric. As a mother-daughter team, they bring a personal touch to their brand, infusing their creations with a sense of familial warmth and connection. Their collaborative spirit and shared values drive their mission to create clothing that not only looks good but also aligns with their principles of ethical and conscious consumption.
By offering customizable options, Why So Blue empowers their customers to express their individuality while supporting a more sustainable approach to fashion. Through their efforts, they aim to inspire others to embrace slow fashion principles and make mindful choices that prioritize both style and sustainability.
Founders & their story
- Shweta Shivkumar
- Jaya Shivkumar
WhySoBlue is an apparel company established in 2015, renowned for their specialty in vibrant prints and colorful outfits. Recently, they inaugurated their inaugural flagship store in Mumbai, marking a significant milestone in their journey. Their launch cycle spans 45 days per collection, during which time they introduce new designs and products crafted exclusively from 100% cotton. Their unique selling points lie in their distinctive designs, in-house production and manufacturing capabilities, and effective brand communication strategies. With a customer base exceeding 15,000, they primarily offer dresses and co-ords, catering to individuals seeking stylish and comfortable attire.
About the company
Why So Blue is a women-led venture founded by the mother-daughter duo Jaya and Shweta. Their focus lies in offering elevated dresses and separates for the conscious modern woman, with a commitment to ethical employment practices and zero waste production methods. They meticulously source soft, breathable fabrics from various regions of the country, ensuring each piece is made to order for every customer, embodying a personalized touch as a testament to their environmentally-conscious approach to production.
Under one unified roof, Why So Blue nurtures a content and cohesive team of 52 individuals. Masters meticulously cut each piece by hand, while karigars skilfully transform fabrics into exquisite outfits. The finishing touches, including hand-stitched buttons, hooks, and intricate embroideries, are meticulously added by the dedicated finishing team, ensuring each garment is crafted with utmost care and attention to detail before being meticulously pressed and packed with love, ready to become a cherished addition to any wardrobe. The essence of Why So Blue lies in the belief that customization should be accessible to all, with each piece reflecting the unique personality of its wearer. Their conscious approach extends beyond aesthetics, with a focus on ensuring comfort for everyday wear and complete customizability for their clientele.
Ethical considerations are paramount at Why So Blue, with a steadfast commitment to fair wages and comfortable working conditions for their masters, karigars, and employees. They proudly maintain an equal women-to-men ratio within their studio, including heads of departments, in a concerted effort to promote gender equality and equitable pay practices. From its humble beginnings as a two-person endeavour in 2015, Why So Blue has evolved significantly, expanding to four studios and a dedicated team. Jaya now oversees production and research & development, while Shweta spearheads sourcing, design, and marketing initiatives. Their dynamic presence within the studio, coupled with their unwavering dedication to innovation and excellence, continues to drive Why So Blue forward as a beacon of ethical fashion and empowerment within the industry.
Revenue
In fiscal year 2021-2022, their annual sales amounted to 1.15 crores, followed by 1.95 crores in fiscal year 2022-2023. As of October in fiscal year 2023-2024, their sales reached 3 crores. Projections for the full fiscal year 2023-2024 indicate anticipated sales of 7.5-8 crores.
Founders’ Ask
75 lakhs for 3% equity at the valuation of Rs. 25 crores.
Offers
Ritesh’s offer: 40 lakhs for 3% equity at the valuation of Rs. 13.33 crores and 35 lakhs debt at 10% interest for 3 years.
Final Deal
Ritesh: 40 lakhs for 3% equity at the valuation of Rs. 13.33 crores and 35 lakhs debt at 10% interest for 3 years.
