We launch over 500+ new designs on our app every week
Targeting more than 500 million Gen Z customers in India and Southeast Asia, NEWME believes in the transformative power of technology to enhance designs and solve for accessibility and affordability in fashion. The brand celebrates the spirit of self-expression and individualism among youth and offers thousands of designs and trends to choose. The carefully curated collection of trendsetting products, released weekly, aims to empower youthful, raw, and high-energy consumers, meeting their desire to be their ‘NEWME’ every day. In an interview with Fibre2Fashion, Co-founder & CEO Sumit Jasoria talks about the tech-first fashion brand, and how technology is likely to shape the future of fashion.
What inspired you to start NEWME, and how has the brand evolved since its inception?
Our journey began in June of 2022, guided by a shared vision among the four of us (Sumit Jasoria, Vinod Naik, Shivam Tripathi, and Himanshu Chaudhary) to cater to the evolving needs of Gen Z women who seek the trendiest individualistic styles and seamless shopping experiences.
India is not necessarily seen as a fashion-forward market globally. However, with the rapid influence of globalisation and digitisation, Indian consumers have evolved, showcasing new spending patterns. Gen Zs, in particular, have emerged as an influential consumer group with distinct fashion and lifestyle preferences compared to previous generations. We closely studied this cohort, typically aged between 16-25, many of whom are still in college or starting their careers. These young women are highly aspirational and express their personalities through fashion choices. Recognising this gap in the market, we set out to address the dual challenge of design relevance and evolving shopping preferences.
Since our inception, NEWME has rapidly evolved into a thriving phygital brand. In less than two years, we have been growing at a rapid pace, serving thousands of consumers monthly—65 per cent of whom shop online from tier 1 and tier 2 cities. We opened our first retail store in Bengaluru in July last year, which witnessed massive footfall and today we stand at 11 stores across 8 new cities with 2 more stores opening in December 2024 in Pune and Gurugram. Our growth trajectory reflects our dedication to understanding the needs of Gen Z women and creating a brand that embodies style, innovation, and empowerment.
NEWME’s mission revolves around empowering individuals through fashion. Can you elaborate on how this vision is translated into your product offerings?
NEWME was founded on the belief that fashion is more than just clothing—it is a means of self-expression and empowerment. Gen Z women, our core audience, are aspirational individuals who seek to stand out and express their uniqueness, and fashion plays the most pivotal role in it. Our mission is to bridge the gap between their evolving fashion preferences and seamless shopping experiences through relevant and thoughtful product offerings.
We remain committed to delivering excellence by constantly improving and expanding our services like 90-minute delivery options, adding accessories and hair colours in our offerings etc, to ensure effortless discovery of the latest collections and trends for both online and offline shoppers. Leveraging data and technology, we have built a deep understanding of the Gen Z consumer base, enabling us to create designs that resonate with their personalities and aspirations. Additionally, our retail stores are crafted to reflect the spirit of our consumers, ensuring that every interaction with NEWME—whether online or offline—represents a seamless, empowering, and stylish experience.
What do you think are the biggest challenges currently facing the fashion industry, particularly in terms of sustainability and ethical practices?
The fashion industry faces significant challenges, particularly in sustainability and ethical practices. Key issues include overproduction, waste management, and environmental pollution, especially in fast fashion. Transparency and fair labour practices remain critical, with consumers demanding greater visibility into supply chains. Addressing these requires adopting circular fashion models, eco-friendly materials, and digital innovations like blockchain for traceability.
How does NEWME incorporate sustainable practices in its operations and product development?
At NEWME, sustainability is at the core of our operations, guided by a technology-driven approach to minimise waste and improve efficiency. Our proprietary technology stack gives us precise control over the entire supply chain—from sourcing to delivery—enabling us to respond swiftly to market trends while maintaining high product quality. By producing only what is in demand, we significantly reduce excess inventory and waste, positioning ourselves as an environmentally conscious brand. We have already minimised the usage of plastic across the entire supply chain and we plan to completely remove plastic from our supply chain by 2026.
What challenges have you faced in establishing NEWME in the Asian market, and how have you overcome them?
The challenges have been similar to what any startup faces when starting the journey, but we were fortunate to have one of my co-founder Vinod Naik having more than two decades of experience in fashion and retail. He brings extensive expertise in building and scaling retail businesses, which gave us a solid foundation.
From the beginning, we were clear about building NEWME as a tech-first fashion brand, which remains our unique strength. Unlike other brands in India, we seamlessly integrate technology into every aspect of our operations, from supply chain management to customer experience. Our unwavering focus on putting consumers at the core of our business has enabled us to consistently deliver innovative solutions and establish ourselves as one of India’s most promising fashion-tech brands.
NEWME offers products aimed at self-expression. How do you balance creativity with consumer preferences and market trends?
At NEWME, self-expression and individuality are at the heart of our brand. We focus on launching the trendiest designs at accessible price points, staying ahead of the curve by closely monitoring emerging fashion trends globally. From vibrant hues to bold patterns, we ensure a diverse range of styles and colours to cater to our customers’ ever-evolving preferences. Our carefully curated collections, released weekly, are designed to empower our youthful, high-energy consumers, helping them embody their ‘NEWME’ every day.
We launch over 500+ new designs on our app every week, a feat made possible by our dedicated trend-mapping team that curates products based on the latest global fashion movements. This is complemented by our technology and data teams, who analyse customer buying patterns in real-time. This data-driven approach ensures we promote the best-performing designs across both online and offline platforms, striking the perfect balance between creativity and consumer demand.
What are the core values that differentiate NEWME from other fashion brands in the region?
I can confidently say that what truly sets us apart is our deep connection with our audience and our technology-driven approach. This gives us an inherent advantage—we understand the aspirations, lifestyle, and preferences of Gen Z women in India better than anyone else. Our focus has always been on catering to their unique sense of individuality and self-expression. Content is one such pillar which remains at the core of our business.
We engage deeply with our audience through platforms like Instagram, as well as through various college and community programmes. These initiatives allow us to connect with Gen Z women on a personal level, fostering a sense of loyalty and shared purpose. This combination of innovation, authenticity, and engagement is what truly differentiates NEWME.
What impact do you see technology, such as AI and data analytics, having on product development, customer experience, and overall business strategy in the fashion industry?
At NEWME, we firmly believe that technology, especially AI and data analytics, is the future of the fashion industry. It is not just a tool—it is a transformative force shaping every aspect of product development, customer experience, and business strategy. We have integrated technology deeply into our operations, using AI and data-driven insights to map consumer preferences, manage inventory efficiently, optimise supply-chain and minimise waste. This approach not only allows us to meet the high demands of today’s consumers but also ensures that we build a sustainable future for the industry by avoiding surplus production and resource wastage.
With the advent of advanced technology and affordable internet access, consumers now expect seamless shopping experiences—from browsing to purchasing and even exchanges—all at the touch of their fingertips. To cater to this, brands must embrace technology early to remain relevant and competitive. At NEWME, we are committed to leading this shift, leveraging AI to identify trends and data analytics to personalise customer interactions. We are confident that technology-led innovation is the only way forward for brands aiming to align with consumer expectations while staying economically and environmentally sustainable.
How is the rise of digital platforms and e-commerce reshaping traditional retail models, and what strategies do you think are crucial for brands to thrive in this new environment?
I think the main reason for any fashion brand to exist is its relevance with the consumers. Consumers are becoming more and more aware of the latest fashion trends and the role of social media has an unprecedented impact on purchase behaviour. Content and commerce are merging and setting new benchmarks in overall online shopping patterns.
On top of all this, consumers care deeply about the brands they choose to wear. With an increasing number of options available, brands must focus on fostering consumer loyalty by delivering both exceptional products and a superior overall experience.
How has the rise of digital and e-commerce shaped your business strategy, and what role does technology play in enhancing customer experience at NEWME?
The rise of digital and e-commerce has fundamentally shaped NEWME’s business strategy. Leveraging these platforms has enabled the brand to reach wider audiences, especially in non-metro regions. By adopting data-driven insights, NEWME continuously refines its product offerings to align with evolving consumer trends. Technology plays a pivotal role, from predictive analytics to personalising customer experiences and streamlining inventory management, ensuring seamless operations and elevated consumer satisfaction.
With increasing consumer demand for transparency, how can fashion brands ensure traceability and accountability throughout their supply chains?
To ensure traceability and accountability in supply chains, fashion brands can adopt strategies such as utilising blockchain technology for real-time monitoring, establishing direct relationships with suppliers, and implementing digital tools like product passports and QR codes. These practices enhance transparency, verify sustainability claims, and align with growing consumer demand for ethical practices.
Can you share some insights on any upcoming product lines or collaborations that NEWME is planning?
We drop 500+ new styles weekly so there is a lot which is happening across the company, but the main focus is on launching new collections for party, Christmas and then Valentine. We are in final discussions with couple of new content platforms to strengthen the NEWME brand and help build more options for customers to buy regularly from NEWME.
What are your long-term goals for NEWME, and how do you see the brand growing in the next five years?
Earlier, Indian consumers could access trending fashion only 2-3 months after it became available in global markets. We aim to change that. Our goal is to empower Indian youth, enabling them to participate in global fashion trends and showcase their style confidently.
There are very few Indian brands addressing the aspirations of Gen Z women as effectively as NEWME, and we aspire to lead in this space. Our vision is to become the most loved Gen Z fashion brand, not only in India but globally.
To achieve this, we are rapidly expanding our physical presence with 40-50 stores planned across key Indian cities. These stores would not just be for shopping; they aim to be immersive ‘World of NEWME’ unlike anything seen before in India. We will also maintain a strong digital presence by investing in a top-notch online platform, creating a seamless omnichannel experience for our customers.
Technology is a core part of our strategy. We will leverage cutting-edge solutions to optimise our supply chain and stay ahead of trends, delivering the latest styles quickly and efficiently. With our ambition and focus on customer experience, we are confident in becoming a leader in Indian fashion and making a global impact in the years to come.
How do you believe the concept of ‘fast fashion’ will evolve in the coming years as consumers become more environmentally conscious?
As consumers become more environmentally conscious, the concept of ‘fast fashion’ will likely shift towards sustainability, focusing on durability, ethical sourcing, and waste reduction. Brands will increasingly adopt circular fashion models, prioritising recycling and upcycling. Transparency in supply chains will be key, with an emphasis on eco-friendly materials and ethical labour practices.
