Amidst a sea of multi-brand fashion and lifestyle platforms, a new homegrown platform has just entered the Indian premium fashion scene – Coyu. Founded in October 2024, Coyu targets the premium women’s fashion segment. The brand’s foray into retail began with a debut store at Ambience Vasant Kunj in October 2024 and a pop-up outlet at DLF Avenue Saket. The omnichannel platform officially opened its flagship store at IREO Gurugram on February 22, 2025.
The name “Coyu” is derived from ‘Curated for You’ and ‘Collected for You,’ emphasising the commitment to personalised fashion offerings tailored to the tastes and preferences of its customers. From pioneering Try-at-Home services to integrating personalised styling and tech-enabled shopping, Coyu is set to redefine how premium fashion is experienced in India.
Coyu secured approximately $26 million in funding around mid-last year from four investors including Prosus Ventures, Peak XV, and Sofina, along with several angel investors. And helping it scale are its founders, Mohit Gupta (former MakeMyTrip COO and ex-Zomato co-founder) and Myntra Founder & Cult.fit Strategic Advisor, Mukesh Bansal.
Mohit’s role has been instrumental in shaping India’s digital-first consumer brands, scaling them into household names. Now, with Coyu, he steps into the fashion industry with a bold vision to bridge premium and convenience by creating a one-of-a-kind retail experience for Indian women.
In a freewheeling chat with IMAGES Business of Fashion, Mohit Gupta, Co-Founder and CEO of Coyu shares…
Edited excerpts…
What inspired the launch of Coyu? How did the idea take shape, and what market gap are you aiming to fill?
Coyu was founded with a bold vision—to redefine premium fashion retail for Indian women. With the premium and women’s fashion segments growing rapidly, we felt the need for a platform that puts the category and the customer first.
A key gap that we saw was that the mid-premium market with price points between Rs 4,000 to Rs 20,000 is not very well-developed and doesn’t have a strong retail presence. This category is driven by a large number of designers and brand owners that make great products but are unable to access the premium customer in a way that inspires trust and the right experience.
We believe that by building an omnichannel platform that offers the right curation of styles and brands, a platform which is a great way to experience products through experiential stores and pop ups as well as through online channels, we can fill in that gap and help supercharge the growth of demand and supply in this market.
Our immersive services set us apart from other brands and retailers including private styling lounges, expert-led and personalised consultations, and digital-first services like Try-at-Home and 90-minute delivery.
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Try-at-Home
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What is your top strategy for now and who is your primary consumer base?
Our top priority is to create a platform similar to Zomato or Airbnb but for fashion—where exceptional brand creators can connect with customers, and shoppers can discover quality brands that may not be large but have a distinct identity, craftsmanship, and quality. If we succeed in building this, it will not only expand the market but also provide a clear path to rapid financial scale and success.
We cater to affluent, fashion-forward women aged 30 to 50 who view style as a powerful form of self-expression and seek premium occasion wear complemented with a deeply personalised shopping experience.
What are some brands currently under Coyu? Are there any new brand acquisitions or partnerships in consideration?
Our portfolio consists of a diverse range of western, Indo-western, and modern ethnic apparel, showcasing a handpicked selection of both international and homegrown brands.
Some of the more iconic names on the platform include Karen Millen, DKNY, and Sister Jane, alongside homegrown designers such as Saaksha & Kinni, Our Love, and Dash & Dot.
Are there any specific tech advancements or digital solutions you are focusing on?
Technology is at the heart of Coyu’s vision, driving our seamless omnichannel approach. Apart from the services mentioned above, our AI-powered styling recommendations ensure a bespoke experience.
In-store, we enhance engagement and convenience through smart retail solutions like digital concierge services and exclusive personalised shopping lounges.
What are your expansion plans for the next two years?
Currently, we service approximately 14,000 pin codes. We have 2 stores in malls in India because that’s where a new brand can take advantage of existing footfall and quick exposure to a broad audience,. However, our third store, however, is located in Grandview High Street, which offers a more premium, open-format shopping experience.
For 2025, we are focused on fine tuning the model for premium omnichannel fashion retail while creating a strong presence in Delhi NCR. Alongside this, we are also running test stores in some key Indian cities. We plan to launch 7-8 stores over the course of the year in top, Tier I cities.
While our expansion is ambitious, we’re taking a mindful approach—prioritising depth over breadth. Our focus is on:
- Deep market penetration
- Creating exceptional customer experiences
- Solidifying our brand positioning, rather than rushing into widespread geographic expansion
On the brand collaboration front, we are actively working to onboard 50+ new brands, including exclusive capsule collections and international fashion houses, by the end of FY 2025.
