Most fashion brands start with a mood board. NEWME started with a data pipeline, and the results speak for themselves: a 52x revenue jump in under three years.
Books written or mentioned
Ashish is the author of The Martech Playbook, published by ZebraLearn, which is a nice thread connecting this episode to EP15 with ZebraLearn's founder. Very few books in this space offer such direct clarity. It moves beyond tool fatigue and gets to the core idea:
Martech is simply where marketing and technology meet, so we can stop guessing and start knowing.
3 key takeaways from the episode
Trends now start in content, not on runways. Sumit traces NEWME's founding insight to watching Korean dramas dominate Indian OTT platforms and correctly predicting where fashion would follow.
Data replaces creative gut instinct at scale. Launching 500 designs weekly is only possible when merchandising decisions are made from behaviour, not opinion.
Going offline is not a retreat from digital. NEWME's store expansion is designed to feed the same data engine that powers its app.
