Thiruvananthapuram-based fashion and lifestyle startup MyDesignation raises funding worth $1.25 million (Rs 10.7 crore) in a seed round led by Multiply Ventures. Other investors include Veltis Capital, Sattva Ventures, Dominor Investment Holdings, and Green Trunk Ventures. The funding will help scale hiring, tech capabilities, offline growth, and geographical expansion. Founded in 2020 by Swaroop Krishnan and Gopika B Raj, the D2C startup is known for its community-powered, expressive fashion products crafted with premium quality and affordability.
With a customer base of over 5 lakh and a 35% monthly repeat rate, MyDesignation aims to double its reach while maintaining profitability and customer satisfaction. The brand’s Instagram community of over 400,000 followers actively co-creates products, reflecting the company’s customer-first philosophy. The founders plan to use this funding to accelerate growth, strengthen their digital backbone, and make inroads into physical retail, all while continuing their unique approach to fashion—making it a voice for India’s youth.
Now seen as one of the most promising Tier-2 startup success stories in India’s D2C landscape, MyDesignation has achieved four consecutive years of 100% YoY growth. This article delves deep into the startup’s origin, business model, funding journey, market trends, and key learnings for entrepreneurs.
1. Understanding MyDesignation: A Customer-Driven D2C Fashion Brand
1.1 Business and Revenue Model
MyDesignation operates as a direct-to-consumer (D2C) fashion and lifestyle brand. It exclusively sells through its own digital platforms, without relying on third-party marketplaces. This approach gives the brand full control over customer experience, from browsing to delivery. This model not only improves margins but also allows close interaction with customers, fostering loyalty and continuous feedback.
Revenue generation comes from the sale of expressive apparel tailored to India’s youth. The brand emphasizes high-quality fabrics, luxury craftsmanship, and competitive pricing. Their clear focus on affordability and style has led to a consistent 35% monthly repeat purchase rate, a rare feat in India’s fast-moving fashion space.
1.2 Product Offerings
The brand specializes in expressive fashion that helps individuals showcase their identity. Its collections cover a wide range of daily wear, festive outfits, and street-style clothing that blend style with comfort. Every design reflects insights gathered from its community, making the offerings relatable and deeply personal.
2. Founders Behind the Brand
2.1 The Founding Duo
Swaroop Krishnan, CEO, and Gopika B Raj, CCO, founded MyDesignation in 2020. The husband-wife duo combined their complementary skills—Swaroop brings strategic leadership and financial discipline, while Gopika leads design and branding initiatives with a strong creative vision.
2.2 Vision and Drive
Their mission was clear from the start: build a fashion movement from Kerala that resonates across India. They believed that fashion could be more than just apparel—it could become a voice. With no dependence on external platforms, they bootstrapped the venture, ensuring tight financial discipline and direct engagement with consumers.
3. MyDesignation Raises Funding: A Key Milestone
3.1 The Funding Round
In April 2025, MyDesignation raises funding of Rs 10.7 crore in a seed round. Multiply Ventures led the investment, supported by Veltis Capital, Sattva Ventures, Dominor Investment Holdings, and Green Trunk Ventures. The raised capital will be directed towards team expansion, tech upgrades, and offline retail footprints.
3.2 Strategic Objectives
The company aims to achieve 200% growth post-funding, while maintaining profitability and customer satisfaction. Swaroop emphasized scaling without losing focus on financial health, while Gopika reiterated their mission of giving India’s youth a fashion platform that speaks for them.
4. Deepening Digital and Offline Presence
4.1 Digital Community Building
MyDesignation’s 4-lakh-strong Instagram community plays a vital role in shaping its product direction. From co-creating designs to providing feedback, users are a core part of the brand’s innovation engine. This customer-involved approach has significantly improved product relevance and loyalty.
4.2 Offline Expansion Strategy
With fresh capital in hand, MyDesignation will also explore offline growth. Plans include launching physical stores in high-footfall cities to offer a touch-and-feel experience. This hybrid strategy aims to boost brand visibility while retaining its D2C efficiency.
5. A Look at the Market and Competition
5.1 D2C Fashion in India
India’s D2C sector is booming, driven by digital adoption and demand for personalized experiences. Startups like Bewakoof, The Souled Store, and Snitch have found success with niche offerings. MyDesignation stands out by combining affordability, craftsmanship, and co-created designs—positioning it as a disruptor in Tier-2 and Tier-3 cities.
5.2 Consumer Trends
Today’s youth demand fashion that aligns with their values. They look for brands that reflect identity, are sustainable, and responsive to their needs. MyDesignation’s community-first model fits perfectly with these evolving expectations.
6. Insights from Investors
6.1 Multiply Ventures’ Perspective
Sanjay Ramakrishnan, Founding Partner at Multiply Ventures, appreciated the startup’s focus and discipline. He highlighted the team’s ability to bootstrap to scale, citing clarity in execution and vision.
6.2 Veltis Capital’s View
Gokul Gopal of Veltis Capital noted how MyDesignation has moved beyond commerce to build a lifestyle-led community. He emphasized their unique capability to maintain satisfaction and scale profitably—something rare in the D2C segment.
7. The Road Ahead
7.1 Growth and Expansion Goals
With a goal to double its customer base within a year, MyDesignation will leverage funding to deepen tech, improve logistics, and create a stronger offline presence. Their ambition is to emerge as India’s go-to expressive fashion brand.
7.2 Continued Customer-Centricity
What makes the brand future-ready is its unwavering focus on the customer. Whether through design choices, pricing, or content, everything is tuned to resonate with its core community.
8. Learning for Startups and Entrepreneurs
- Always build with your customers, not just for them. Co-creation leads to stronger loyalty.
- D2C models succeed when you own the customer experience end-to-end.
- Don’t shy away from Tier-2 cities. Innovation from these regions is gaining national traction.
- Financial discipline and profitability are possible even in high-growth models.
- A clear brand voice and community-driven strategy can create differentiation in crowded markets.
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