Slayrobe pioneers ‘pre-commerce’ as a category in India
Slayrobe, launched on June 3, 2025, is India’s first intelligent styling and confidence platform designed to transform how women engage with fashion. Founded by Pooja Lalwani, the platform sits at the intersection of fashion science, artificial intelligence, and personal empowerment. By introducing a ‘pre-commerce’ layer to the fashion journey, Slayrobe tackles often-ignored challenges such as decision fatigue, impulse buying, and return anxiety. With features like intelligent colour analysis, real-time outfit guidance, and curated shopping edits—delivered in a safe, women-only digital community—Slayrobe empowers women to style with intention, clarity, and confidence. In this exclusive conversation with Fibre2Fashion, Lalwani discusses Slayrobe’s vision, technology, and the growing convergence of fashion, technology, and mental wellness.
How is the Indian fashion-tech ecosystem evolving compared to global markets, and what opportunities or gaps still exist for innovators?
India is making strong progress, especially in areas like upcycling, deadstock rescue, and promoting indigenous brands through a growing range of marketplaces. However, there are clear gaps in fields such as 3D design, pattern making, fabric engineering, and integrated B2B digital selling.
We also lack a structured ecosystem that supports conscious production and consumption end-to-end. Fashion is often dismissed as vanity, without acknowledging the immense impact sustainable consumption can have on the planet. Many emerging players in India are solopreneurs with limited infrastructure to scale effectively.
In contrast, my experience in the Netherlands—where fashion-tech is a fast-growing, collaborative industry—shows how much more we can unlock in India with the right support systems in place.
What are some key challenges fashion-tech startups face when trying to build trust and safety into community-driven platforms, especially those catering to women?
One of the first challenges is that many fashion-tech platforms are still conceived and built by men, with product decisions often shaped more by VC pressure than real user empathy. That is where trust begins to erode. You often see AI gimmicks launched as tools that promise personalisation or support but end up distracting users from the actual problems they came to solve. When that happens, users feel misled—and you lose credibility fast.
The second challenge is platform integrity. It is easy to write inclusive marketing copy, but much harder to enforce those values consistently—especially when it requires making tough decisions, like offboarding users who violate content policies or slowing growth to protect community safety. Just look at how comment sections are handled on mainstream platforms like Instagram—it is clear there are trade-offs between scale and cyber safety.
Another layer is privacy and data ethics. Few startups have the courage to restrict backend storage or refuse to sell user data, but these are the kinds of decisions that need to be built into the business from day one if trust is to be earned.
At Slayrobe, we have taken a different approach. We involved real users before even building the MVP (minimum viable product)—gathering input, testing assumptions, and refining the product around what women actually need. Designing for women means listening deeply, designing intentionally, and delivering on what you promise. Because if there is one thing women would not tolerate, it is broken systems and promises that do not live up to their message.
What inspired you to create Slayrobe, and how does it address the common challenges women face with fashion choices?
Slayrobe was born from a deeply personal epiphany. I was standing in front of a life-sized poster of myself, being recognised as a role model for ‘women in leadership’ on a global platform, and I realised the effort, frustration, and emotional labour it had taken to not only look the part but to truly claim that space. Having worked across fashion, technology, and global brands, I recognised that this was not just my struggle—it was a widespread, silent frustration many women face with their wardrobes, confidence, and personal style.
We are constantly sold products, trends, and inspiration, but very few tools actually start with ‘us’. That is what Slayrobe sets out to change.
Slayrobe pioneers ‘pre-commerce’ as a category in India—sitting upstream of shopping, before the impulse purchases and endless scrolling. It begins with the woman at the centre, helping her discover her personal style, identify her best colours, and align her wardrobe with how she truly wants to show up in the world.
Through intelligent colour analysis, personalised styling logic, real-time outfit guidance, and curated shopping edits, we help resolve the ‘nothing to wear’ crisis by offering immense clarity. And it does not stop there—Slayrobe brings it all together in a supportive, troll-free community of women, with expert-led events, content, and everyday tools designed to be her confidence companion.
Yes, Slayrobe is your stylist in a purse, your wardrobe BFF, and the missing link between self-expression and decision-making. Fashion may begin on the rack, but confidence starts here.
Slayrobe is described as India’s first intelligent styling and confidence platform. Can you elaborate on the technologies and methodologies that power this intelligence?
Slayrobe combines the precision of fashion science with the power of technology to help women make more confident style decisions. At its core is a proprietary profiling engine that uses structured inputs—such as body shape, height, personal preferences, and lifestyle—to deliver personalised style recommendations rooted in professional styling logic.
While its colour analysis draws on established principles of appearance psychology and seasonal theory, it is enhanced by AI-led logic to ensure consistency and scalability. Slayrobe does not rely on opaque, black-box algorithms—instead, it uses intelligence to simplify choices, not complicate them.
The platform is built on a secure, scalable technology stack, with a React Native frontend, Node.js backend, and AWS infrastructure. It integrates features like real-time outfit previews, personalised lookbooks, and shoppable content. WebSocket technology enables interactive experiences, while partnerships with payment and data APIs ensure a seamless user journey—all wrapped in a clutter-free, intuitive UI.
Slayrobe is not just tech-forward—it is user-first. Its intelligence is applied with intention: to remove friction, reduce decision fatigue, and bring expert-led clarity to every woman’s wardrobe.
How does Slayrobe ensure a toll-free and safe environment for its users, and why was this a priority in your platform’s design?
Everything we do at Slayrobe is anchored in one core mission: to help women look good and feel unstoppable. That kind of confidence can only flourish in a space where women feel safe to be themselves—free from judgement, pressure, or criticism.
As a woman, I have experienced how easily confidence can be chipped away by unsolicited opinions, constant scrutiny, and the absence of real support when we try to break free and live up to our potential. I have also experienced the opposite—environments where women show up for one another with solidarity and generosity. The result is nothing short of magic.
Slayrobe was built to bring that feeling to women in India. Our platform is a deliberate use case of positive psychology in action. That is why we have created a toll-free, women-only community—a safe space where women can ask questions, seek support, and grow into the most confident version of themselves. It is not just a feature; it is foundational to our design. Because true style is not only about what you wear—it is about how empowered you feel while wearing it.
In what ways does Slayrobe promote conscious consumption, and how do you see this influencing the broader fashion industry in India?
Unlike traditional fashion platforms that begin with a marketplace, Slayrobe starts with personal style discovery. We begin with the woman—helping her understand her body, her best colours, and her style agenda. From there, we offer logic-backed recommendations that cut through the noise and guide her towards what truly works for her.
This kind of self-knowledge creates a powerful mental shift from “What is trending?” to “What works for me?”—and that shift is foundational to conscious consumption. When you know your proportions, your palette, and your preferences, you naturally buy with more clarity and avoid purchases that do not serve you.
By aligning personal insight with intentional styling, Slayrobe reduces impulse buying, returns, and the fatigue of constant experimentation. It is not just about buying less—it is about choosing and buying better. We believe this approach will ripple into the broader fashion ecosystem in India, gradually shifting consumption from reactive to reflective, guided by alignment rather than overload.
With growing awareness around sustainability, how is the fashion-tech industry adapting to promote conscious consumerism while maintaining user engagement and sales?
So far, most conversations around sustainability in fashion have focused on production practices—fabric choices, ethical sourcing, and supply chains. While that is important, it is only one part of the equation. What is often overlooked is the role of consumption itself—and how our lack of information, self-awareness, and clarity feeds into overbuying. Brands have long profited from that confusion; our insecurities have been a business model.
That is where I believe fashion-tech can drive real change. Conscious brands are already promoting fabric longevity, and their higher average selling price often leads to more intentional purchasing. While this is not yet mainstream, we are seeing a shift—especially as Gen Z brings a deeply values-driven, conscious lens across industries.
At Slayrobe, we believe the future of fashion-tech lies in empowering users with clarity ‘before’ the purchase. When you know what works for your body, your colours, and your lifestyle, you shop with purpose—not panic. That is how we shift from reactive to reflective consumption. Slayrobe aims to lead that evolution across generations, showing that confidence and consciousness can—and should—go hand in hand.
Can you share insights into the development process of Slayrobe? What were some significant challenges, and how did you overcome them?
We began with a clear intention: to solve a problem rooted in reality. But before building anything or assuming scale, we conducted extensive market research with our target audience. It quickly became evident that Slayrobe was needed, relevant, and something users would be willing to pay for. At the same time, it became clear that Slayrobe could not just be a standalone styling product or a marketplace—it needed to be a complete ecosystem. One that starts with the woman, helps her understand herself better, brings clarity to her fashion journey, and offers tools for self-image and confidence.
One of the earliest challenges was finding the right technology partner—someone who not only brought technical expertise but also shared our vision and respected the pace and precision we demanded. Another key focus was designing a product that was comprehensive yet clutter-free: rich in features but still intuitive to navigate.
Throughout development, we were obsessive about getting the details right. Every feature, every interaction, every recommendation needed to feel intentional and intelligent. That level of precision is not quick or easy—it requires a clear vision and an unwavering process.
For us, that process has always been anchored in what I call the 3Ds:
Details, because every click and decision point matters.
Diligence, because shortcuts do not lead to lasting impact.
Determination, because building something truly new and stepping into the unknown demands equal parts courage and resilience.
From scoping features and testing flows to co-creating with our technology team and running formal beta tests that declared Slayrobe “seamless,” we have held ourselves to that standard throughout. We are not here to launch fast and fade. We are here to build something that lands, lasts, and makes a real difference in how women show up for themselves.
Slayrobe emphasises individuality and self-expression. How does the platform personalise style recommendations to cater to diverse user preferences?
At Slayrobe, personalisation is core to the experience—not just a feature. During onboarding, each user creates a unique profile we call the ‘Slaycode’—a multi-dimensional style blueprint that captures height, body shape, style agenda, and individual preferences.
This Slaycode acts as the engine behind every recommendation on the platform. As users engage further—by completing their colour analysis or refining their style goals—their profile becomes even more nuanced. What powers this personalisation is a deep logic framework that connects every product, lookbook, and piece of content to specific style attributes through layered, proprietary mapping.
It is how Slayrobe delivers a truly individualised journey at scale—one that does not just reflect who you are, but helps you show up exactly as you want to be.
What feedback have you received from beta users, and how has it influenced the platform’s evolution?
Our beta users described Slayrobe as “seamless,” “well thought out,” and “a labour of love.” But more importantly, they spoke about how it ‘felt’. One user said, “It feels safe. It feels correct to be on a fashion app without being too vain. I do not know how you achieved that feeling.” Another shared, “You can tell it is conceptualised by a girl’s girl.”
The emotional resonance of Slayrobe stood out just as much as its functionality. Women appreciated how the platform brought clarity to styling decisions without overwhelming them. “It does the pre-research for you and helps you style what you already own,” one user said—a direct reflection of our mission to reduce impulse consumption and encourage intentional dressing.
They also highlighted how Slayrobe brings multiple needs together in one elegant flow: “I have tried so many apps, each for different functionality, and it is amazing how Slayrobe does it all under one app seamlessly.”
Other favourite features included the “highly accurate colour analysis” and “shoppable lookbooks,” which helped users see their style with greater confidence and ease. And perhaps most tellingly, one user commented: “It has potential to go viral. I cannot imagine this not working out.”
Another noted, “At the root of it, it promotes sustainability,” affirming our values-driven foundation. This feedback helped us strengthen in-app messaging that celebrates conscious choices, especially as we spotlight India’s emerging sustainable labels through our ‘Exclusives’ feature.
Ultimately, the beta confirmed that Slayrobe is not just solving a functional problem; it is reshaping how women relate to fashion, decision-making, and self-confidence.
As a founder, what is your vision for Slayrobe’s growth in the next five years, both in India and internationally?
Our first priority is getting it right in India—making Slayrobe the go-to platform for digitally savvy, fashion-conscious women and the most trusted destination for styling and confidence. India’s complexity is its strength, and we are committed to building a product that deeply understands and reflects the needs, aspirations, and diversity of Indian women.
Once we have scaled meaningfully across India, our next focus will be international expansion, starting with the Middle East, where there’s strong cultural resonance and an appetite for premium, intentional fashion experiences. We also see high potential in Europe, particularly the Netherlands, which—based on both personal and professional experience—is well positioned to embrace digital-first solutions in fashion and personal styling.
Looking ahead, we see immense potential in expanding Slayrobe’s pre-commerce layer by developing a B2B integration offering for fashion platforms and marketplaces, from niche boutiques to large aggregators. The vision is to power intelligent discovery at scale, enabling any fashion interface to deliver personalised, style-aligned experiences through Slayrobe’s proprietary logic.
This next phase is not just about growth; it is about shaping a new starting point for fashion—one where discovery begins not with endless options, but with alignment, clarity, and confidence. A future where women across the world no longer scroll in confusion, but shop with intention.
How does Slayrobe integrate educational content to empower users in making informed fashion choices?
Slayrobe’s engine is powered by over 70,000 decision points drawn from 100+ trusted sources in fashion, colour theory, and image consulting—distilling professional-grade insight into every recommendation.
This depth is made accessible through sharp, easy-to-understand content: from in-app tips and curated blogs to tutorials that make complex styling concepts feel intuitive. Behind the scenes, a confidential and global panel of experts across fashion, grooming, and image consulting helps refine our content and ensure it remains grounded in real-world relevance.
Through our expert-led webinars, that knowledge becomes personal—transforming styling theory into everyday power moves.
How do you see AI and machine learning reshaping the way consumers interact with fashion platforms, especially in terms of personalisation and virtual styling?
I have a somewhat contrarian view on this. While AI and machine learning hold incredible potential, most current applications in fashion lack context, refinement, and real decision logic. Without a strong ecosystem that integrates fashion knowledge, user data, and behavioural patterns, AI often ends up delivering generic guesswork. And women need more than that—they need relevance, nuance, and trust. AI can certainly enhance the core and serve as a tool for clarity, but it cannot be the product itself—at least not yet.
We have seen many ‘lift-and-shift’ AI models in fashion that mimic chat interfaces, offer surface-level recommendations, try-ons, or similar products—but they rarely achieve true accuracy or personal alignment. The styling outcomes often feel disconnected because the technology is not grounded in a deep understanding of women’s real-life fashion decisions.
That is exactly why we built Slayrobe the way we did—on a proprietary deep-tech foundation that bridges styling intelligence with human context. We believe AI is only as powerful as the system it is embedded in, and ‘Slayrobe is that system’.
Looking ahead, we plan to train our own AI model based on real, nuanced user behaviour and style data. The goal is to lead the next wave of contextual personalisation—and eventually offer B2B integrations and APIs that can do power styling across platforms. But we will do it when the logic is strong enough to move beyond mimicry and truly serve women’s needs.
What trends do you foresee in the intersection of fashion and mental wellness, particularly in how technology platforms are addressing confidence, body image, and self-expression?
The fashion-tech industry is only just beginning to take mental wellness seriously—particularly in how it impacts confidence and body image. Until now, most platforms have either sold aspiration or surface-level empowerment, without addressing the real psychological friction women face when getting dressed.
What I see ahead is a clear shift towards utility-driven platforms that reduce emotional overwhelm—platforms that help users make decisions, not just consume content. Tools that factor in body shape, proportion, and personal context are already becoming non-negotiable. Personalisation is not a bonus anymore—it is a baseline. Google testing virtual try-on is a positive step at scale, helping users make slightly more informed decisions.
At Slayrobe, we are building for this next chapter: one where style tools genuinely reduce decision fatigue and promote self-trust. We are not asking women to fit a mould—we are helping them understand what works for them. That, to me, is the true intersection of fashion and mental wellness: when technology supports self-expression without triggering self-doubt.
As mainstream platforms grow noisier and more commercial, I also foresee a rise in interest-led, emotionally intelligent ecosystems. The future is not in broadcasting style—it is in quietly and intelligently supporting confidence.
What advice would you give to aspiring entrepreneurs, especially women, looking to innovate in the fashion-tech space?
Start with your ‘why’—not the pitch-deck version, but the one that will anchor you when everything feels uncertain, which it often will. In fashion-tech, where trends move fast and noise is constant, clarity is your greatest asset. Begin with a real problem. Build something that matters, and spend enough time understanding how it can become a true value engine—something customers would want to pay for.
Do not be afraid of the unknown. Everyone is figuring it out as they go. Share before you feel ready. Pitch badly. Learn publicly. Be open to rejection. Let go of the fear of being judged. Momentum begins when hesitation ends.
Find mentors who reflect your ambition—especially women who have walked the path ahead but still remember what it is like to build from scratch. And do not overinflate the need for funding. Bootstrapping is still fashionable to start with—and we plan to prove that.
And finally, do not get stuck waiting for a technology co-founder or an in-house team. You do not need code to start—you need clarity. Once that is in place, the right collaborators will follow.
