Our business is proudly rooted in India but ready for the world
Founded in 2019 by husband-and-wife duo Ritika and Vishal Mehra in Gurugram, Stylox Fashion has grown from a resilient comeback story into one of India’s promising homegrown menswear brands. Known for its focus on quality denim and casualwear at accessible price points, the brand operates through a network of franchises and shop-in-shop outlets, empowering small-scale retailers while expanding its footprint nationwide. With a manufacturing backbone in India, Stylox champions affordability, consistent fit, and regional relevance—all while steadily integrating sustainability into its processes. Speaking to Fibre2Fashion, Co-founders Ritika Mehra and Vishal Mehra share their vision for building an aspirational yet affordable brand, their retail and digital growth strategies, and how they plan to shape the future of India’s menswear market.
In a crowded menswear market, how does Stylox differentiate itself in terms of design, price point, and customer experience?
Stylox operates at the confluence of global design, top-notch quality, and local Indian affordability. When it comes to denim and casualwear, we really score big on quality levels with internationally recognised brands, but at just about half price. What separates us from others is the in-house manufacturing that gives us control over fit, fabric innovations, and fast design turnaround. We provide consistent sizing for the Indian body type, all-day comfort, and versatile style to customers from metros to small towns. Our retailer empowerment tool and franchising-first business model personify aspirations for the customer while fostering community.
How critical is ‘Make in India’ to Stylox’s identity, and how does it influence your sourcing and design strategy?
For us, ‘Make in India’ is not just a tag; it is in our DNA. Our Gurugram factory handles everything right from fabric selection to production, allowing us to control quality, speed, and cost. Manufacturing locally means good employment opportunities for some people, reduced dependencies on others, and delivering a fashion that speaks the Indian tongue. That innovation, in turn, allows us to get to grips with regional market needs fast—one thing global brands never will. So, for us, making in India is building a resilient, scalable business that is proudly rooted in India but ready for the world.
How are you ensuring that Stylox remains aspirational yet affordable for millennials and Gen Z?
Stylox is made for the style-conscious millennial and Gen Z customers who demand style and value. New collections are dropped once every 10 days to keep abreast of trending topics. Prices remain accessible to the masses due to an in-house production setup coupled with retail partnerships. Denim quality is made to compete with top global brands but at the level that Indian pockets find attractive. We sell not just fashion but confidence and self-expression. It is through campaigns and community content that we trademark Stylox, making it more of a lifestyle for millennials and Gen Z to relate to.
Stylox has just raised ₹20 million in its first funding round. How do you plan to use this capital?
With ₹20 million in our first funding round, we plan to accelerate our retail expansion and strengthen our D2C abilities. We will focus on scaling our franchise networks in tier 2 and tier 3 cities, making local entrepreneurs able to bring affordable, high-quality denim to their communities. A part of the capital will also go towards increasing our digital infrastructure, improving supply chain efficiency and launching curated collections showing regional fashion preferences. This funding is a big step in making a domestic name in India’s fashion retail space.
What does Sukhbir Singh’s investment and association mean for Stylox, and how do you see it shaping the brand’s image and outreach?
Bollywood and Punjabi icon Sukhbir Singh’s investment and association is a transformative moment for Stylox. His prestigious appearance in fashion and influence bring unmatched reliability and visibility to the brand. As someone known for the trendsetting style, his confidence in Stylox underlines our commitment to quality, innovation and young-centred design. This partnership will not only enhance our image but will also help us to connect deeply with aspiring, fashion-forward consumers. From exclusive collections to interactive campaigns, his support reinforces our mission to promote denim and contemporary clothing in India.
With around 40+ stores nationwide, which regions or cities are priority markets for your upcoming franchise rollouts?
We are expanding our stores presence across North India, with a major focus on Haryana, Delhi NCR, Rajasthan and UP.
How important is e-commerce and digital engagement for Stylox’s next phase of growth, and what role does social media play in driving discovery?
E-commerce will be the second pillar on which the next growth chapter will be based. Having grown through strong B2B and offline retail networks, Stylox is now shifting to a scaled D2C-based model since its feature on an OTT platform. Of course, social media has played a big role in brand discovery. As we go online, we are building a digital ecosystem that allows real-time customer feedback, rapid product iterations, and deeper engagement. It is not just about sales; it is about building a direct emotional connection with the next-generation consumer.
How is Stylox approaching sustainability—whether in fabric choices, supply chain practices, or consumer awareness?
Sustainability has become a prime focus at Stylox. Being among the few manufacturers with complete in-house production allows us to minimise wastage while maintaining stronger labour standards and reducing environmental impact. We also operate eco-washes using recycled water, which significantly reduces the wastage of water and reinforces our commitment to be a sustainable brand.
Currently, we are exploring durable fabric options and planning production runs more carefully to avoid overstock and minimise waste. Step by step, we are committed to integrating sustainable practices across our operations, ensuring our efforts benefit both customers and the environment. We will steadily increase the share of long-term, sustainable measures while staying true to our core customer base.
As consumer awareness increases, our goal is to build an attached community that understands, supports and participates in our stability journey.
How do you view the growing consumer demand for sustainable and ethically made fashion? Is it truly influencing purchase decisions in India?
Yes, especially among urban Gen Z and millennial consumers, sustainability is increasingly influencing fashion choices. While affordability remains key in India, buyers are now asking questions about sourcing, labour, and impact. At Stylox, we are building ethical manufacturing practices, minimising production waste, and keeping quality high without inflating prices. We believe this shift is real and strengthening. Our approach is to make sustainability inclusive, not niche, by embedding it into our processes while educating consumers on how style, value, and responsibility can go hand in hand.
Do you have plans to take Stylox beyond India in the future, and if so, which international markets excite you the most?
Yes, we are open to expanding internationally, and we have already exported whenever opportunities have arisen in the past.
How do you see rising tariffs on apparel imports in the US impacting Indian menswear exporters, and what steps can brands take to stay competitive?
Rising US tariffs on apparel imports present an opportunity for Indian exporters to emerge as true global players, with brands seeking to diversify beyond China. For emerging labels like Stylox, this is a chance to strengthen manufacturing and branding capabilities. While we currently focus on India, our in-house factory and quality-driven approach position us well to serve global demand. To stay competitive, Indian brands must sharpen supply-chain efficiencies, pursue sustainable growth, and innovate within ethical frameworks, building on existing strengths.
How do you view the current menswear market in India, and what opportunities do you see for disruption over the next five years?
India’s menswear market over the years has been an evolving one but remains fragmented. There happens to be a huge void between the overpriced denimwear international brand names and their less consistent local counterparts. Stylox is the sweet spot, offering premium quality at affordable prices available all over India. In the next five years, we will see disruptive change marked by value-based fashion, regional expansion, omnichannel retailing, and emotion-based branding. Nowadays, people do not sell clothes; they sell identity. In that disruption, Stylox, through a perfect blend of design innovation, direct customer engagement, and small-retailer empowerment, shall lead affordable yet premium fashion forward.
What role do you think e-commerce and influencer-driven marketing will play in shaping the future of India’s menswear market over the next decade?
Going forward, e-commerce and influencer-driven marketing will be the backbone of India’s menswear revolution. For today’s male consumer, fashion is about relevance, personality, and digital convenience. Trusted creators are now tastemakers for Gen Z and millennials, and Stylox is tapping into this by building strong online partnerships. Our upcoming D2C journey will turn curated collections into personalised experiences with faster feedback loops. Over the next decade, data-driven fashion and content-led commerce will reshape how men shop—and we are ready to lead this transformation.
