Fashion can be tricky. Knowing what to wear, what to pair it with, understanding colours that flatter you—it is a daily puzzle for many women. And while professional styling advice could help, it often comes with a price tag that is just impractical for everyday life. That’s the gap Slayrobe is trying to fill.
Slayrobe is a sleek fashion retail app which offers personalised styling, wardrobe curation and smart shopping. The AI powered app is trained on 70,000 decisions, which are designed to end consumer fashion fatigue, for good.
For Founder Pooja Lalwani, the inspiration was as much personal as it was societal. From boardrooms to college campuses, she saw women constantly second-guessing themselves – not just about fashion, but about how they show up in the world. She founded Slayrobe to change that.
With this platform, Pooja wanted to make personal styling more accessible, more intuitive, and—most importantly—more personal.
Founded at the intersection of tech, style, and self-worth, the app uses image science and smart AI to help users understand what suits them best – be it colour palettes, silhouettes, or shopping decisions. It’s like having a stylist in your pocket, without the hefty fee.
In a freewheeling conversation with IMAGES Business of Fashion, Pooja Lalwani shares her ambitions for Slayrobe in India’s fashion market. Edited excerpts…
How does the platform work? How does it actually help?
If you look at fashion and beauty industries, they’ve always worked from the outside in: it’s product-first, consumer-second. Slayrobe flips that. We are user-first.
When we onboard a user, we ask about her height, body shape, style preferences, comfort zones – everything a personal stylist would ask. Based on her answers, we generate a personal code. This code powers recommendations — for shopping, styling, and more.
For example, in the colour analysis module, we evaluate the user’s contrast levels and hues to give her a custom palette that actually flatters her features. So she is more confident wearing those shades.
This personalisation flows throughout the app. After colour analysis, when a user shops or mix-and-match outfits, her preferences and code are baked into every recommendation. If she wants to flaunt her neckline, we won’t show her turtlenecks. If she’s conscious of her arms, we won’t suggest sleeveless tops.
One can also upload their existing wardrobe and use our mix-and-match tool. You are making informed decisions backed by deep tech and science.
Ultimately, the app brings intent to the shopping process. You are not mindlessly consuming, you know why something works or does not.
Tell us more about the tech powering this experience.
At the backend, we have over 70,000 decision points feeding into our system. We are using this to train our own AI model which is layered with deep insight and nuances, not just generic data points. We have incorporated well-established fashion principles. We use the rule of thirds for height, proportions for body shape, colour theory, and personality archetypes from people like Dwayne Larson.
In the beginning, we did manual tagging and took the help of stylists and image consultants to validate the algorithm. Eventually, once we scale and have more users, our proprietary AI will take over more.
Do you have any user stories that show how Slayrobe reduces decision fatigue or product returns?
Women typically wear just 10–20% of their wardrobe. We buy for occasions, but do not know how to rewear or repurpose.
One key feature that helps reduce returns is our colour filter. When you know what suits your undertones and features, you are less likely to buy the wrong shade. Similarly, our fit suggestions take into account your shape and height. So if you are round-shaped, we will not show you body-hugging outfits, but rather A-line dresses that flatter your figure.
You can also shop by occasion—formal, casual, party—so you avoid buying the wrong thing for the wrong need. And finally, our wardrobe module helps you make the most of what you already own, offering clarity, which ultimately reduces anxiety and impulsive shopping.
Who is your core audience and how are you onboarding your first users?
We are targeting women aged 18–45, those who are digitally savvy and trend-aware. We are focused on women because user empathy is key to me.
So we are focusing on urban middle and upper-middle-class segments for now, since expanding to other Tiers will require language localisation and other adaptations.
For customer acquisition, we have segmented our campaigns: Gen Z, new moms, mid-career professionals, all respond differently. Our launch began with influencer-led promotions and download links. We are testing how far organic traction can take us before scaling up with SEM (Search Engine Marketing aka paid advertising digitally).
What’s your monetization model?
We are a freemium platform. All content including blogs, events, social profiles is for free. But professional features like colour analysis, styling, and wardrobe curation are premium.
Our standard subscription is Rs 499/month, but we have introduced it at a launch price of Rs 199/month.
How are you partnering with stylists, brands, or marketplaces?
We have been very mindful of positioning Slayrobe as a collaborative ecosystem and not as competition. Currently, we are partnering with sustainable homegrown brands, showcasing a limited selection of their products. We earn commissions through these brand partnerships. In the future, we will add affiliate links via platforms like Myntra and AJIO.
Our app includes an ‘Events’ section where stylists, image consultants, makeup educators, and others can run sessions and expand their digital reach. We help them move from 1-to-1 to 1-to-many models.
For brands, we have created an exclusive section with a curated selection—15 products per brand to avoid overwhelming users. Right now, we have two brands with 30 products.
We currently use ethical scraping to redirect users to brand websites. In the future, once affiliate integrations are set up, the shopping experience will become seamless and fully integrated within the app.
Have you received any funding?
We are bootstrapped right now and being deliberate about our next steps. I have started conversations, but I am looking for the right match. To be honest, it is tough to explain the emotional depth of this brand to most male investors. I want someone who understands the vision, not just someone asking for a product demo.
How do you measure ROI for the platform?
It is a mix of emotional and functional returns. From a product perspective, we track metrics like feature utilisation, retention rates, daily time spent on the app, and moments like ‘add to cart’ and ‘delete’—because ultimately, we aim to reduce decision fatigue.
For emotional ROI, we rely on user feedback and sentiment. Our beta phase was a strong emotional validation. Everything landed exactly the way we hoped. Post-launch, we will continue measuring ROI based on user reviews and what people are saying about the impact.
What are your short- and long-term plans for Slayrobe?
In the short term, we are focused on gathering user feedback, refining our features, and ensuring the infrastructure is ready to scale. The goal is to make the user journey seamless.
We are also exploring integration of features like virtual try-on. Google recently did a Search Labs AI trial in the US, and while it is still nascent, we are keeping an eye on it. Once a reliable API (Application Programming Interface) is available, we would like to integrate it — both for a better user experience and stronger investor appeal.
Long term, I envision Slayrobe becoming a B2B layer, essentially a gateway to platforms like Myntra or AJIO. I want us to become the personalisation engine that enhances the user journey on large marketplaces. That’s the vision we’re working towards over the next 4 to 5 years.
So you also want Slayrobe to function as a plug-in or backend layer for marketplaces and brands?
Exactly. Once we have established Slayrobe as a strong standalone entity—with logic that’s robust and not guesswork-driven—we want to be that value-adding layer.
I want us to be known for bringing emotional intelligence and clarity into how people shop, dress, and show up in the world.
What does personal style mean to you today, and how has your relationship with fashion evolved since starting Slayrobe?
I think sometimes, as founders, we forget to apply our own tools to ourselves.
But because Slayrobe was born out of personal insight, I have become much more mindful of what I wear. I know exactly what I’m looking for. If I walk into a mall and don’t find it, I come back with nothing—no impulse buying. That clarity has been life-changing.
As a mother, especially postpartum, I went through a phase of buying and hoping things would fit. Most of those purchases I now regret. Today, my wardrobe is curated. I always have something to wear and I never feel that ‘I have nothing to wear’ anxiety. I also know how to accessorize and adapt pieces depending on the occasion and the impression I want to make.
It’s become less about impressing others and more about showing up as myself—with comfort and confidence. That’s the biggest change.
