From tripling revenue in its second year to betting on sustainability, Caslay’s CEO & co-founder Dinesh Agarwal outlines a measured growth playbook rooted in product, pricing & supply chain strength. In conversation with BW Retail World
Caslay has seen strong traction early on. What have been the key drivers of your revenue growth?
Over the last two years, we’ve focused on building sustainable growth rather than chasing short-term metrics. Being a relatively young brand, we were able to triple our revenue in the last financial year compared to the previous one.
A key growth driver has been our product mix. Categories that combine comfort, functionality and elevated aesthetics have performed exceptionally well. Today’s consumers are more informed—they want apparel that feels premium, lasts longer, and justifies the price.
Our pricing strategy has also played a crucial role. We operate in the affordable premium segment, which allows customers access to superior fabrics and refined fits without paying luxury-level prices. That balance has helped drive strong repeat purchases.
Additionally, our omnichannel approach has been important. Digital platforms have enabled scale and engagement, while offline collaborations and corporate partnerships have strengthened credibility and reach. Underpinning all of this is operational efficiency—from sourcing to inventory—which has allowed us to scale while protecting margins.
How would you define Caslay’s brand journey and positioning in a crowded fashion market?
Caslay was built on the belief that Indian consumers deserve global-quality fashion that is responsibly made and affordably priced. We saw a gap between expensive legacy brands and fast-moving trend-led D2C labels.
One defining shift for us was moving from being product-first to becoming fabric-first and consumer-first. We invested heavily in understanding what modern Indian consumers value—comfort, versatility, durability and authenticity. That led us towards better materials, cleaner silhouettes and more timeless designs.
Our strength also lies in our operational backbone. With deep experience in sourcing and manufacturing, we’ve been able to maintain consistent quality while scaling like a modern D2C brand.
Today, we sit at the intersection of style, sustainability and smart pricing. We’re not trying to be the loudest brand, but we are focused on becoming one of the most trusted.
What does your current channel mix look like, and how do you plan to expand it?
We currently follow a balanced omnichannel strategy, although online channels are driving the majority of our traction. Platforms like Amazon, Flipkart and Myntra are key growth engines for us.
At the same time, the corporate and institutional segment is emerging as a strong contributor.
Offline retail remains critical in fashion because customers want to experience the product—touch, feel and fit matter. We are actively exploring standalone stores and partnerships and expect to expand our offline presence over the next two to three years.
Geographically, our online focus is on Tier 1 and Tier 2 cities, where demand for quality and sustainability is rising.
Supply chains have been volatile. How is Caslay managing sourcing and operational efficiency?
Our background in sourcing and manufacturing gives us a strong advantage. While the industry has faced volatility due to raw material inflation and global disruptions, we’ve been able to navigate it effectively.
We’ve built strong vendor relationships across factories, dyeing units and processing facilities, which gives us better control over quality and lead times.
We also take a different approach to fashion. While trends move fast, we focus on essentials and basics that have longer relevance. Our target consumer is someone looking for reliability and long-term value rather than fast fashion.
Localisation is another key lever. We are setting up operations across major cities to improve turnaround times and ensure faster deliveries.
What are your key priorities for the next phase of growth?
The next phase is about scaling with purpose. We are not looking to aggressively expand into too many categories at this stage.
Our products are largely unisex, although we acknowledge that our current presentation appears more menswear-focused. We are actively working on improving that perception through a revamped website experience.
In terms of markets, Tier 1 and Tier 2 cities remain our primary focus in India. Internationally, we are exploring opportunities in the UAE, Australia and New Zealand.
We’ve also introduced new categories such as knitted shirts and a lifestyle range including backpacks and messenger bags. Over the next three years, our ambition is to significantly scale both brand presence and revenue.
You mentioned a website revamp. What changes can consumers expect?
We are working on a significantly improved user experience. One key addition will be the integration of sustainability metrics.
For instance, we’ve conducted Life Cycle Assessment (LCA) studies which show that purchasing one of our T-shirts can save up to 9 kilograms of carbon emissions, while jackets can save up to 18 kilograms.
We are building features that will allow customers to see their environmental impact in real time as they shop. This aligns with our larger focus on transparency and conscious consumption.
What has been your standout product so far?
Our Organic range has been our signature line, contributing nearly 60 per cent of our revenue.
We offer around 25 colours, moving beyond the usual blacks, blues and greys. Consumers are increasingly open to experimenting with colour, and this range has resonated strongly.
Another important aspect is durability. While industry standards are typically around 36 washes, our T-shirts last between 42 and 46 washes without losing colour quality.
How do you balance affordability with quality and sustainability?
Quality has always been fundamental for us—even before Caslay, in our corporate business.
Our strength lies in fabric development and sourcing. We know how to procure organic cotton, manage dyeing processes responsibly, and avoid harsh chemicals.
For example, our recycled polos are made without adding any dye. We recycle PET bottles and cotton, blend them, and create natural colour without chemical intervention.
This deep integration of sourcing, manufacturing and innovation allows us to deliver quality, sustainability and affordability together.
