Why Does This Episode Matter?
Why Does This Episode Matter?
Most fashion brands start with a mood board. NEWME started with a data pipeline.
In a candid conversation on DilSe Omni, Sumit Jasoria, co-founder and CEO of NEWME, which is a brand that didn't exist three years ago, is now one of India's fastest-growing Gen Z fashion labels, jumping from ₹3.4 crore in FY23 to ₹180 crore in FY25. A 52x revenue jump. In under three years.
But the story isn't really about fashion. It's about what happens when engineers who've never stepped inside a Fashion store decide to build one.
Most fashion brands start with a mood board. NEWME started with a data pipeline.
In a candid conversation on DilSe Omni, Sumit Jasoria, co-founder and CEO of NEWME, which is a brand that didn't exist three years ago, is now one of India's fastest-growing Gen Z fashion labels, jumping from ₹3.4 crore in FY23 to ₹180 crore in FY25. A 52x revenue jump. In under three years.
But the story isn't really about fashion. It's about what happens when engineers who've never stepped inside a Fashion store decide to build one.
Sumit Jasoria
Co-Founder & CEO @Newme
Topic discussed
Topic discussed
From ₹3.4 crore to ₹180 crore in under three years Newme's co-founder and CEO Sumit Jasoria joins Dilse Omni for one of the most honest conversations we've had about building a Fast Fashion D2C brand in India. We go deep on their tech-first approach to fast fashion, why they went offline just 13 months after launch, how NEWME Zip is changing fashion delivery, and what it really takes to build a Gen Z brand from scratch when you've never worked in fashion a day in your life.
In this episode, you’ll learn:
1. How NEWME's AI-powered trend engine works
2. The Friday FOMO drop model and 48-hour sell testing
3. Why offline stores are a revenue strategy, not brand building
4. NEWME Zip and the 60-minute fashion delivery bet
5. How pin code-level inventory mapping works in practice
6. Why NEWME gives ESOPs to store floor staff
7. Building omnichannel when you own the entire tech stack
8. Advice for D2C founders on getting their brand DNA right
From ₹3.4 crore to ₹180 crore in under three years Newme's co-founder and CEO Sumit Jasoria joins Dilse Omni for one of the most honest conversations we've had about building a Fast Fashion D2C brand in India. We go deep on their tech-first approach to fast fashion, why they went offline just 13 months after launch, how NEWME Zip is changing fashion delivery, and what it really takes to build a Gen Z brand from scratch when you've never worked in fashion a day in your life.
In this episode, you’ll learn:
1. How NEWME's AI-powered trend engine works
2. The Friday FOMO drop model and 48-hour sell testing
3. Why offline stores are a revenue strategy, not brand building
4. NEWME Zip and the 60-minute fashion delivery bet
5. How pin code-level inventory mapping works in practice
6. Why NEWME gives ESOPs to store floor staff
7. Building omnichannel when you own the entire tech stack
8. Advice for D2C founders on getting their brand DNA right
What was the market gap?
When China's fashion apps were banned in India in 2020, they left behind a very specific consumer with nowhere to go, the Gen Z woman who wanted trend-first designs at accessible prices. Zara was too expensive. Zudio was affordable but slow. Myntra aggregated brands but had no identity of its own.
Sumit and his three co-founders saw this gap clearly. As he put it: "How do we bring trends faster than Zara, at one-third the price?"
That single question became the founding brief for NEWME, launched in June 2022, targeting fashion-forward, digitally native women between 18 and 30 who were completely underserved by the market.
What was the market gap?
When China's fashion apps were banned in India in 2020, they left behind a very specific consumer with nowhere to go, the Gen Z woman who wanted trend-first designs at accessible prices. Zara was too expensive. Zudio was affordable but slow. Myntra aggregated brands but had no identity of its own.
Sumit and his three co-founders saw this gap clearly. As he put it: "How do we bring trends faster than Zara, at one-third the price?"
That single question became the founding brief for NEWME, launched in June 2022, targeting fashion-forward, digitally native women between 18 and 30 who were completely underserved by the market.
What was the market gap?
When China's fashion apps were banned in India in 2020, they left behind a very specific consumer with nowhere to go, the Gen Z woman who wanted trend-first designs at accessible prices. Zara was too expensive. Zudio was affordable but slow. Myntra aggregated brands but had no identity of its own.
Sumit and his three co-founders saw this gap clearly. As he put it: "How do we bring trends faster than Zara, at one-third the price?"
That single question became the founding brief for NEWME, launched in June 2022, targeting fashion-forward, digitally native women between 18 and 30 who were completely underserved by the market.
Not a Fashion Brand. A Tech Company That Sells Fashion.
This is the line Sumit repeats, and it's worth taking seriously.
From day one, the company built its own proprietary trend-prediction engine that scrapes social media and analyses website behaviour to forecast what's going to peak, before it peaks. Every Friday at noon, a new drop goes live. Within 48 hours, the data is already telling them which styles have life and which don't.
Around 20-30% of styles never get produced at all. They exist as AI-generated imagery, go live to test demand, and disappear the following week if they don't perform.
Only the top 5% of styles drive nearly half the revenue, and that's where inventory gets built fast.
The entire model runs on a 30-day rolling plan. Just a relentless, real-time cycle of spot, test, produce, sell, and move on.
Not a Fashion Brand. A Tech Company That Sells Fashion.
This is the line Sumit repeats, and it's worth taking seriously.
From day one, the company built its own proprietary trend-prediction engine that scrapes social media and analyses website behaviour to forecast what's going to peak, before it peaks. Every Friday at noon, a new drop goes live. Within 48 hours, the data is already telling them which styles have life and which don't.
Around 20-30% of styles never get produced at all. They exist as AI-generated imagery, go live to test demand, and disappear the following week if they don't perform.
Only the top 5% of styles drive nearly half the revenue, and that's where inventory gets built fast.
The entire model runs on a 30-day rolling plan. Just a relentless, real-time cycle of spot, test, produce, sell, and move on.
How did Newme scale to offline stores?
Most D2C brands treat offline as a last resort. NEWME opened its first store just 13 months after launching online.
The reasoning was simple and unconventional: if going offline was inevitable, why wait until the pressure of scale made mistakes expensive? Those first five stores were treated as a learning lab, each one refining the playbook for the next twenty.
Today, NEWME operates 22 stores across 12 cities, with a target of 50 fully company-owned stores by December 2026. No franchise partners. Every store on NEWME's payroll. Because for Sumit, control over experience and data isn't negotiable.
And offline is already punching above its weight. A customer who tries something on converts at 80%. The trial room, it turns out, is the most important real estate in the store for Newme.
How did Newme scale to offline stores?
Most D2C brands treat offline as a last resort. NEWME opened its first store just 13 months after launching online.
The reasoning was simple and unconventional: if going offline was inevitable, why wait until the pressure of scale made mistakes expensive? Those first five stores were treated as a learning lab, each one refining the playbook for the next twenty.
Today, NEWME operates 22 stores across 12 cities, with a target of 50 fully company-owned stores by December 2026. No franchise partners. Every store on NEWME's payroll. Because for Sumit, control over experience and data isn't negotiable.
And offline is already punching above its weight. A customer who tries something on converts at 80%. The trial room, it turns out, is the most important real estate in the store for Newme.
How did Newme scale to offline stores?
Most D2C brands treat offline as a last resort. NEWME opened its first store just 13 months after launching online.
The reasoning was simple and unconventional: if going offline was inevitable, why wait until the pressure of scale made mistakes expensive? Those first five stores were treated as a learning lab, each one refining the playbook for the next twenty.
Today, NEWME operates 22 stores across 12 cities, with a target of 50 fully company-owned stores by December 2026. No franchise partners. Every store on NEWME's payroll. Because for Sumit, control over experience and data isn't negotiable.
And offline is already punching above its weight. A customer who tries something on converts at 80%. The trial room, it turns out, is the most important real estate in the store for Newme.
The Omnichannel Engine
The Omnichannel Engine
What makes NEWME different from a brand that has an app and some stores is the integration layer underneath.
The same inventory engine that powers the website also syncs with offline stores in real time. When a silhouette starts trending in Delhi, the store in Lajpat Nagar can be stocked before the week is out. Pin code-level demand mapping means NEWME doesn't send a full size run to every store, only the sizes that actually sell in that area.
Then there's NEWME Zip, their quick commerce bet launched in late 2025. Starting with 90-minute delivery in Delhi & Bengaluru across 1,500+ styles. Bengaluru already sees 15-20% of orders through Zip. The target is 50% penetration in both cities within a year, moving from dark stores entirely to store-level fulfilment as density increases.
One early experiment revealed something surprising: when Zip ran out of top sellers, orders dropped sharply. The insight was immediate, quick commerce in fashion isn't about speed alone. The product still has to be right. Speed without the right inventory is meaningless.
What makes NEWME different from a brand that has an app and some stores is the integration layer underneath.
The same inventory engine that powers the website also syncs with offline stores in real time. When a silhouette starts trending in Delhi, the store in Lajpat Nagar can be stocked before the week is out. Pin code-level demand mapping means NEWME doesn't send a full size run to every store, only the sizes that actually sell in that area.
Then there's NEWME Zip, their quick commerce bet launched in late 2025. Starting with 90-minute delivery in Delhi & Bengaluru across 1,500+ styles. Bengaluru already sees 15-20% of orders through Zip. The target is 50% penetration in both cities within a year, moving from dark stores entirely to store-level fulfilment as density increases.
One early experiment revealed something surprising: when Zip ran out of top sellers, orders dropped sharply. The insight was immediate, quick commerce in fashion isn't about speed alone. The product still has to be right. Speed without the right inventory is meaningless.
What makes NEWME different from a brand that has an app and some stores is the integration layer underneath.
The same inventory engine that powers the website also syncs with offline stores in real time. When a silhouette starts trending in Delhi, the store in Lajpat Nagar can be stocked before the week is out. Pin code-level demand mapping means NEWME doesn't send a full size run to every store, only the sizes that actually sell in that area.
Then there's NEWME Zip, their quick commerce bet launched in late 2025. Starting with 90-minute delivery in Delhi & Bengaluru across 1,500+ styles. Bengaluru already sees 15-20% of orders through Zip. The target is 50% penetration in both cities within a year, moving from dark stores entirely to store-level fulfilment as density increases.
One early experiment revealed something surprising: when Zip ran out of top sellers, orders dropped sharply. The insight was immediate, quick commerce in fashion isn't about speed alone. The product still has to be right. Speed without the right inventory is meaningless.
The Store Experience Is a Distribution Strategy
The Store Experience Is a Distribution Strategy
Every NEWME store has an Instagram Corner, a physical space built inside the store for content creation. When a customer photographs herself in a NEWME outfit and posts it to her followers, she becomes the most trusted ad unit the brand will ever run.
Sumit is equally intentional about store staff. Every employee is on NEWME's payroll, no third-party contracts. The difference in productivity between company-payroll staff and outsourced staff was 20-22%. In retail, that's the difference between a thriving store and one that barely covers rent.
Staff are evaluated, they wear NEWME and they're trained to be style consultants, not salespeople. And in a pilot initiative, NEWME has begun giving store staff ESOPs, making them the only fast fashion brand in India doing so at the floor level.
As Sumit put it simply: "The best brands are built behind the scenes with operational metrics."
Every NEWME store has an Instagram Corner, a physical space built inside the store for content creation. When a customer photographs herself in a NEWME outfit and posts it to her followers, she becomes the most trusted ad unit the brand will ever run.
Sumit is equally intentional about store staff. Every employee is on NEWME's payroll, no third-party contracts. The difference in productivity between company-payroll staff and outsourced staff was 20-22%. In retail, that's the difference between a thriving store and one that barely covers rent.
Staff are evaluated, they wear NEWME and they're trained to be style consultants, not salespeople. And in a pilot initiative, NEWME has begun giving store staff ESOPs, making them the only fast fashion brand in India doing so at the floor level.
As Sumit put it simply: "The best brands are built behind the scenes with operational metrics."
Every NEWME store has an Instagram Corner, a physical space built inside the store for content creation. When a customer photographs herself in a NEWME outfit and posts it to her followers, she becomes the most trusted ad unit the brand will ever run.
Sumit is equally intentional about store staff. Every employee is on NEWME's payroll, no third-party contracts. The difference in productivity between company-payroll staff and outsourced staff was 20-22%. In retail, that's the difference between a thriving store and one that barely covers rent.
Staff are evaluated, they wear NEWME and they're trained to be style consultants, not salespeople. And in a pilot initiative, NEWME has begun giving store staff ESOPs, making them the only fast fashion brand in India doing so at the floor level.
As Sumit put it simply: "The best brands are built behind the scenes with operational metrics."
One Piece of Advice for Every Founder
One Piece of Advice for Every Founder
When asked what he'd tell D2C founders who are struggling, Sumit didn't talk about marketing or funding. He talked about DNA.
"Get your DNA right from day one. Decide: are you building a distribution-led company or a brand-led company? And then stick to it, even when people call you mad. Especially when people call you mad."
NEWME chose the brand first. They stayed off marketplaces even when it would have inflated their numbers. They built their own tech instead of buying off-the-shelf. They opened stores before anyone thought they were ready.
Three years in, they're building something India's fast fashion market has never quite seen, a data company dressed in fashion, moving faster than the trends it chases.
When asked what he'd tell D2C founders who are struggling, Sumit didn't talk about marketing or funding. He talked about DNA.
"Get your DNA right from day one. Decide: are you building a distribution-led company or a brand-led company? And then stick to it, even when people call you mad. Especially when people call you mad."
NEWME chose the brand first. They stayed off marketplaces even when it would have inflated their numbers. They built their own tech instead of buying off-the-shelf. They opened stores before anyone thought they were ready.
Three years in, they're building something India's fast fashion market has never quite seen, a data company dressed in fashion, moving faster than the trends it chases.
When asked what he'd tell D2C founders who are struggling, Sumit didn't talk about marketing or funding. He talked about DNA.
"Get your DNA right from day one. Decide: are you building a distribution-led company or a brand-led company? And then stick to it, even when people call you mad. Especially when people call you mad."
NEWME chose the brand first. They stayed off marketplaces even when it would have inflated their numbers. They built their own tech instead of buying off-the-shelf. They opened stores before anyone thought they were ready.
Three years in, they're building something India's fast fashion market has never quite seen, a data company dressed in fashion, moving faster than the trends it chases.
The biggest takeaway from this episode?
The biggest takeaway from this episode?
Test demand before you build supply — let data decide what gets made.
Test demand before you build supply — let data decide what gets made.
Going offline early is a competitive advantage, not a distraction.
Going offline early is a competitive advantage, not a distraction.
The people on your shop floor are your brand — treat them like it.
The people on your shop floor are your brand — treat them like it.
https://yt.openinapp.co/storetech_suren_dilseomni
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and hear real stories from people building the future
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and hear real stories from people building the future
Talks with Saurabh Agrawal
Talks with Saurabh Agrawal
Talks with Saurabh Agrawal
Latest Episodes
How are Drones Disrupting the Logistics | Ankit Kumar X Saurabh Agrawal | Dilse Omni Talks: E12
In this episode, Ankit, who is leading Skye Air Mobility tells about the transform logistics with efficient, reliable, and sustainable drone delivery networks.
Retail Store Tech & AI Strategy | Suren Gounder X Saurabh Agrawal | Dilse Omni Talks: EP11
In this episode, Suren breaks down how offline stores are evolving from gut-feel operations into data-driven businesses — and why the brands that embrace store tech today will be impossible to catch tomorrow.
Decoding Conversational Commerce
Sonakshi Nathani — YC and Sequoia-backed founder who scaled Manifest AI to $4.5M ARR in two years without marketing spend — joins Saurabh to decode how AI chatbots are reshaping modern commerce.
Decoding Martech Playbook | Dr. Ashish Bajaj X Saurabh Agrawal | Dilse Omni Talks: EP9
This episode breaks down why Martech is no longer optional but essential for brands that want to move from fragmented campaigns to connected, data-driven growth.
Omnichannel Growth with Social Media | Sasha Chhetri X Saurabh Agrawal | Dilse Omni Talks: EP8
Saurabh sits down with Sasha, to unpack how social media actually drives real business outcomes when you stop chasing vanity metrics and start designing for omnichannel growth.
Legacy Brand's Omnichannel Transformation | Sridhar Balakrishnan X Saurabh Agrawal | DilSe Omni Talks: EP7
Saurabh sits down with Sridhar, Group CEO - Duroflex, to understand how a legacy brands can build omnichannel with patience and purpose.
Mastering Omnichannel Disruptions | K Ganesh X Saurabh Agrawal | DilSe Omni Talks: EP6
Saurabh sits down with K Ganesh, a serial entrepreneur, author, and one of India’s most respected startup builders, to unpack what really drives sustainable growth in modern businesses.
App Strategy for Omnichannel Brands | Abhijeet Singh X Saurabh Agrawal | DilSe Omni Talks: EP5
Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one.
Unlock Limitless Customer Lifetime Value | Anand Jain X Saurabh Agrawal | DilSe Omni Talks: EP4
Saurabh and Anand talk about resilience, first-principles thinking, and how AI-driven personalization is reshaping retention.
Does Loyalty Program really drives Loyalty | Mahadevann Iyerr x Saurabh Agrawal | DilSe Omni Talks: EP3
Saurabh and Maha talk about how loyalty programs don't create loyalty. Experience creates loyalty. Programs amplify it.
Decoding Omnichannel Marketing | Ganesh Balakrishnan x Saurabh Agrawal | DilSe Omni Talks: EP2
Saurabh and Ganesh decode modern marketing – blending data, retention, and omnichannel strategy to build human, memorable brand experiences.
Top 5 SEO Strategies for Omni Success with AI | Amit Tiwari x Saurabh Agrawal | DilSe Omni Talks: EP1
Discover how AI, data, and Omnichannel thinking are redefining SEO as the heartbeat of modern brands—online, offline, and everywhere in between.
Latest Episodes
How are Drones Disrupting the Logistics | Ankit Kumar X Saurabh Agrawal | Dilse Omni Talks: E12
In this episode, Ankit, who is leading Skye Air Mobility tells about the transform logistics with efficient, reliable, and sustainable drone delivery networks.
Retail Store Tech & AI Strategy | Suren Gounder X Saurabh Agrawal | Dilse Omni Talks: EP11
In this episode, Suren breaks down how offline stores are evolving from gut-feel operations into data-driven businesses — and why the brands that embrace store tech today will be impossible to catch tomorrow.
Decoding Conversational Commerce
Sonakshi Nathani — YC and Sequoia-backed founder who scaled Manifest AI to $4.5M ARR in two years without marketing spend — joins Saurabh to decode how AI chatbots are reshaping modern commerce.
Decoding Martech Playbook | Dr. Ashish Bajaj X Saurabh Agrawal | Dilse Omni Talks: EP9
This episode breaks down why Martech is no longer optional but essential for brands that want to move from fragmented campaigns to connected, data-driven growth.
Omnichannel Growth with Social Media | Sasha Chhetri X Saurabh Agrawal | Dilse Omni Talks: EP8
Saurabh sits down with Sasha, to unpack how social media actually drives real business outcomes when you stop chasing vanity metrics and start designing for omnichannel growth.
Legacy Brand's Omnichannel Transformation | Sridhar Balakrishnan X Saurabh Agrawal | DilSe Omni Talks: EP7
Saurabh sits down with Sridhar, Group CEO - Duroflex, to understand how a legacy brands can build omnichannel with patience and purpose.
Mastering Omnichannel Disruptions | K Ganesh X Saurabh Agrawal | DilSe Omni Talks: EP6
Saurabh sits down with K Ganesh, a serial entrepreneur, author, and one of India’s most respected startup builders, to unpack what really drives sustainable growth in modern businesses.
App Strategy for Omnichannel Brands | Abhijeet Singh X Saurabh Agrawal | DilSe Omni Talks: EP5
Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one.
Unlock Limitless Customer Lifetime Value | Anand Jain X Saurabh Agrawal | DilSe Omni Talks: EP4
Saurabh and Anand talk about resilience, first-principles thinking, and how AI-driven personalization is reshaping retention.
Does Loyalty Program really drives Loyalty | Mahadevann Iyerr x Saurabh Agrawal | DilSe Omni Talks: EP3
Saurabh and Maha talk about how loyalty programs don't create loyalty. Experience creates loyalty. Programs amplify it.
Decoding Omnichannel Marketing | Ganesh Balakrishnan x Saurabh Agrawal | DilSe Omni Talks: EP2
Saurabh and Ganesh decode modern marketing – blending data, retention, and omnichannel strategy to build human, memorable brand experiences.
Top 5 SEO Strategies for Omni Success with AI | Amit Tiwari x Saurabh Agrawal | DilSe Omni Talks: EP1
Discover how AI, data, and Omnichannel thinking are redefining SEO as the heartbeat of modern brands—online, offline, and everywhere in between.
Latest Episodes
How are Drones Disrupting the Logistics | Ankit Kumar X Saurabh Agrawal | Dilse Omni Talks: E12
In this episode, Ankit, who is leading Skye Air Mobility tells about the transform logistics with efficient, reliable, and sustainable drone delivery networks.
Retail Store Tech & AI Strategy | Suren Gounder X Saurabh Agrawal | Dilse Omni Talks: EP11
In this episode, Suren breaks down how offline stores are evolving from gut-feel operations into data-driven businesses — and why the brands that embrace store tech today will be impossible to catch tomorrow.
Decoding Conversational Commerce
Sonakshi Nathani — YC and Sequoia-backed founder who scaled Manifest AI to $4.5M ARR in two years without marketing spend — joins Saurabh to decode how AI chatbots are reshaping modern commerce.
Decoding Martech Playbook | Dr. Ashish Bajaj X Saurabh Agrawal | Dilse Omni Talks: EP9
This episode breaks down why Martech is no longer optional but essential for brands that want to move from fragmented campaigns to connected, data-driven growth.
Omnichannel Growth with Social Media | Sasha Chhetri X Saurabh Agrawal | Dilse Omni Talks: EP8
Saurabh sits down with Sasha, to unpack how social media actually drives real business outcomes when you stop chasing vanity metrics and start designing for omnichannel growth.
Legacy Brand's Omnichannel Transformation | Sridhar Balakrishnan X Saurabh Agrawal | DilSe Omni Talks: EP7
Saurabh sits down with Sridhar, Group CEO - Duroflex, to understand how a legacy brands can build omnichannel with patience and purpose.
Mastering Omnichannel Disruptions | K Ganesh X Saurabh Agrawal | DilSe Omni Talks: EP6
Saurabh sits down with K Ganesh, a serial entrepreneur, author, and one of India’s most respected startup builders, to unpack what really drives sustainable growth in modern businesses.
App Strategy for Omnichannel Brands | Abhijeet Singh X Saurabh Agrawal | DilSe Omni Talks: EP5
Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one.
Unlock Limitless Customer Lifetime Value | Anand Jain X Saurabh Agrawal | DilSe Omni Talks: EP4
Saurabh and Anand talk about resilience, first-principles thinking, and how AI-driven personalization is reshaping retention.
Does Loyalty Program really drives Loyalty | Mahadevann Iyerr x Saurabh Agrawal | DilSe Omni Talks: EP3
Saurabh and Maha talk about how loyalty programs don't create loyalty. Experience creates loyalty. Programs amplify it.
Decoding Omnichannel Marketing | Ganesh Balakrishnan x Saurabh Agrawal | DilSe Omni Talks: EP2
Saurabh and Ganesh decode modern marketing – blending data, retention, and omnichannel strategy to build human, memorable brand experiences.
Top 5 SEO Strategies for Omni Success with AI | Amit Tiwari x Saurabh Agrawal | DilSe Omni Talks: EP1
Discover how AI, data, and Omnichannel thinking are redefining SEO as the heartbeat of modern brands—online, offline, and everywhere in between.
Subscribe on your favourite platform
Subscribe on your favourite platform
Subscribe on your favourite platform
Subscribe for
insider insights
Get monthly newsletter right in your inbox
Subscribe for
insider insights
Get monthly newsletter right in your inbox
Subscribe
for insider insights
