Gurugram-based Stylox Fashion, one of India’s fastest-growing denim and casualwear brands, is charting an ambitious new chapter in its growth story. With active operations starting in 2019, Ritika and Vishal Mehra have steered the brand to become a strong player in menswear landscape, growing a franchise-first network of 50 stores across North India.
Stylox was founded with a simple yet powerful vision to create a denim brand that offers premium quality and style without the premium price tag. Recognising a gap in the market where affordable brands often compromise on quality and premium brands remain inaccessible, the founders aimed to cater to young, ambitious men who value both style and practicality.
Originally built on a B2B foundation, Stylox is now transitioning toward direct consumer engagement, establishing its presence on leading e-commerce platforms like Myntra, Amazon, Flipkart, Ajio, and Styli (UAE), alongside its own website, stylox.in. This shift underscores the brand’s commitment to deepening customer relationships and enhancing accessibility, both nationally and internationally.
More than just a jeans brand, Stylox stands for attitude, aspiration, and empowerment — for customers and business partners alike. Now, Stylox is setting its sights higher with plans to open 100 new stores every year and reach 500 outlets by FY30, primarily targeting Tier 2 and 3 cities where value-driven fashion is thriving.
The brand’s growth momentum received a major boost after securing Rs 3 crore in funding from the Fashion Entrepreneur Fund (FEF), following its impactful pitch on the fashion reality show Pitch To Get Rich on Jio Hotstar. This investment marks a turning point for Stylox, enabling it to strengthen its retail network, expand inventory, and accelerate its D2C transformation. With a clear focus on doubling revenue and scaling, Stylox Fashion is poised to redefine affordable menswear retail in India’s next growth phase.
As co-founders Ritika Mehra and Vishal Mehra emphasise, “Ultimately, Stylox isn’t just about jeans; it’s about building a brand that stands for attitude, aspiration, and empowerment for both our customers and our business partners.”
In an exclusive interaction with IMAGES Business of Fashion, Ritika and Vishal discuss the brand’s journey, their vision for the future, and how Stylox seeks to empower local entrepreneurs while remaining committed to its value-driven ethos. Excerpts:
On Biggest Challenges and Key Learnings so Far
As a new entrant in India’s highly competitive apparel market, the biggest challenge for Stylox was to build trust and differentiation in a space already dominated by established brands. Consumers today have endless options, so winning their confidence takes more than just good products. It takes consistent quality, authenticity, and a strong emotional connection.
Balancing scale with consistency was the another key challenge. Expanding rapidly through franchise stores while maintaining our product standards, customer experience, and brand image across all locations required a lot of learning, process building, and team alignment.
On the B2B side, empowering our retail partners has been both a challenge and a learning curve. Many retailers were used to a transactional approach buy, sell, move on. At Stylox, we wanted to shift that mindset and help them grow as entrepreneurs. So, we invested in training, better inventory planning, marketing support, and transparent communication.
What Sets Stylox Denim Apart?
Denim has always been at the heart of Stylox, as it is our identity. What makes our denim range stand out is the way we combine premium craftsmanship, contemporary design, and smart pricing. From day one, our focus has been on fabric innovation and fit. We work with high-grade stretchable and durable denims that retain shape and color even after multiple washes.
In terms of design, we draw inspiration from global fashion trends but adapt them for the Indian body type and climate, so the jeans not only look good but also feel right for everyday wear. Whether it’s a classic straight fit, a modern comfort fit, or a rugged washed finish, each piece reflects attention to detail and functionality. When it comes to pricing, our core philosophy has always been to provide premium quality at an accessible cost. By optimising our production and supply chain, we deliver the same standard of quality as premium international brands, but at a value that resonates with the Indian consumer.
On Growth and Future Product Mix: Expanding Beyond Denim
We started Stylox with denim because we noticed a clear gap: good-quality, well-fitted jeans at the right price were hard to find. Once we addressed that, our retailers highlighted other pain points, with customers seeking complementary products of the same quality and trust. That’s when we expanded into shirts, chinos, and t-shirts. Every category we’ve added comes from identifying a problem and creating a solution, not chasing trends. As we grow, our focus remains on helping retailers succeed, completing customers’ wardrobes, and strengthening the ecosystem. Growth for us is always about solving real needs, not just adding products.
On Delivering Premium Product Experience
At Stylox, balancing affordability with a premium experience has been our core philosophy from day one. We’ve always believed premium doesn’t have to mean expensive; it’s about smart thinking and control. That’s why we built our own in-house manufacturing setup, giving us complete command over quality, consistency, and cost. From fabric sourcing to finishing, every step reflects our craftsmanship. This efficiency lets us pass real value to customers and retailers — respecting their money without ever compromising on experience.
On Understanding the Stylox Consumer: Relevance Across Segments
Our core customer is the modern Indian man someone ambitious, confident, and style-conscious, whether he’s from a metro city or a growing tier 2 or 3 town. What’s interesting is that the lines between these markets are blurring. Today, a young professional in UP or Haryana wants to look just as sharp and stylish as someone in Mumbai or Delhi. That’s exactly who we design for.
We see our customers as aspirational yet practical. They value good quality, they follow trends, but they’re also smart about what they spend on. Stylox connects with them because we offer premium quality, great fits, and a brand experience they can relate to, all at a price that feels fair. To stay relevant to both the fashion-conscious youth and the value-driven buyer, we maintain a very balanced approach.
Our product team stays updated on global denim trends, while our retail and sales teams constantly bring feedback from the ground. What’s selling, what customers are asking for, and how preferences are shifting. That constant dialogue keeps us agile. We also design our collections to speak both languages style and substance. The detailing, fit, and finishes appeal to the fashion-forward customer, while the durability, comfort, and price point speak to the value-driven one.
In short, Stylox is for the man who wants to look premium and feel confident without having to think twice about the price tag. Our focus is to keep evolving with him, wherever he is, and make sure Stylox grows as his lifestyle does.
On Evolving Consumer Trends
Over time, we have observed distinct shifts in how Indian consumers view denim and casualwear. Fit and comfort often outweigh brand recognition; if a pair of jeans or a shirt feels right, it earns repeat loyalty. Aspiration fuels experimentation, especially in tier 2 and 3 cities, where shoppers are open to new brands that deliver value. Versatility is key; consumers want pieces that adapt to work, travel, or leisure. The retail experience also heavily influences buying decisions. By launching new collections every 10 days, Stylox keeps stores fresh and engaging, blending trend-forward design with consistent quality and affordability.
On Retail & Franchising Strategy
From the very beginning, the vision for Stylox was not just to grow as a brand, but to build a network of partners who grow as entrepreneurs alongside us. Today, with over 50 stores, we’ve created a retail ecosystem that balances brand presence, customer experience, and partner success. Our franchise strategy is built around three principles: accessibility, profitability, and empowerment. We choose locations carefully based on market potential and consumer demographics, ensuring each store has the best chance to succeed. We provide end-to-end support: from store setup and inventory planning to staff training and visual merchandising. Our partners also receive marketing and promotional assistance, and regular guidance on sales strategies and product launches. Beyond processes, we invest in knowledge sharing and mentorship, helping them operate like true entrepreneurs rather than just store owners. As a result, this is a win-win model.
On Choosing the Right Market for Expansion
As mentioned our franchise approach is built around empowerment and long-term partnerships. We don’t open a store in a location just to add a client or earn short-term business. For us, long-term association with our retailers is far more important than temporarily increasing store count. Once a location is approved, we support our partners end-to-end from store setup, inventory planning, and staff training to marketing guidance and sales strategy.
When it comes to expansion, our approach is thoughtful and data-driven. Metros provide visibility, aspirational appeal, and exposure to trend-conscious customers. But the real potential lies in Tier 2 and 3 towns, where rentals are reasonable, retail competition is lower, and consumers are eager for premium yet affordable options. These markets allow us to create profitable stores while helping retailers grow sustainably.
On Fueling Growth and Opportunities
Raising funding in 2024 was a major milestone for us, setting the stage for a new phase of growth and innovation. More recently, we secured another round through the reality show Pitch to Get Rich on Jio Hotstar, an experience that brought not only fresh capital but also incredible national exposure and validation for our brand. We’ve been very deliberate in how we’ve used these funds. A significant share went into product innovation — improving fabric quality, refining fits and finishes, and adding new categories based on real market gaps. We also invested in marketing and brand-building to deepen our connection with both fashion-conscious youth and value-driven buyers.
On the operations side, we focused heavily on technology, building an omnichannel platform that empowers our franchise stores by routing online orders to them, ensuring steady income. Looking ahead, we’re open to funding partnerships that share our long-term vision and values. Having investors and a celebrity like Sukhbir Singh backing the brand has been invaluable. It adds credibility to the brand, builds confidence with retailers and customers, and amplifies our visibility. Beyond that, it reinforces our philosophy of trust, quality, and long-term growth, helping us connect with our audience and empower our franchise partners.
On Omnichannel and Digital Brand Strategy
Stylox’s omnichannel approach ensures that physical stores and digital platforms work hand-in-hand. For example, online orders are routed to franchise stores, giving retailers extra revenue and margins, particularly during off-seasons, while customers enjoy the convenience of shopping digitally. In-store staff are trained to provide consistent experiences, helping customers explore products and even fulfill online orders, creating a seamless brand journey.
We also take a very hands-on approach to our brand presence. We run our B2B YouTube channel to empower retailers with training, insights, and guidance, and we manage our Instagram page to engage directly with B2C customers. By integrating digital, physical, and our own presence, we create a holistic experience where every touchpoint; online, in-store, or on social media reinforces the Stylox promise of style, quality, and trust.
On Sustainability and Ethical Production Practices
At Stylox,the sustainability approach focuses on three pillars: fabrics, sourcing, and production. On the fabric front, we are increasingly using high-quality, durable materials that reduce waste over time, ensuring products last longer while maintaining comfort and style. For sourcing, we work closely with suppliers who adhere to ethical labour practices and maintain high standards of social responsibility. Transparency and accountability in our supply chain are critical every stitch reflects quality and integrity. In production, we have implemented eco-friendly processes, particularly in denim washing. We use recycled water during the washing process, significantly reducing water consumption without compromising quality or finish.
On Roadmap Ahead
Looking ahead to 2027–2030, we see Stylox evolving into a pan-India lifestyle brand with a robust footprint. Our goal is to expand to 500 stores in the next five years, covering metros as well as Tier 2 and 3 towns, where we see significant growth potential. Denim will remain our hero, but we plan to broaden our product portfolio across casual wear, athleisure, and evening wear segments.
Revenue-wise, we aim for sustainable, profitable growth by empowering franchisees, integrating omnichannel strategies, and keeping close engagement with our customers. We are also exploring international opportunities, targeting markets like the Middle East, Southeast Asia, and select Western countries, where there’s growing demand for Indian denim and value-driven fashion.
