Thiruvananthapuram-based fashion & lifestyle D2C brand MyDesignation raises Rs 10.7 crore in funding

MyDesignation, a Thiruvananthapuram-based expressive fashion & lifestyle D2C brand, has raised $1.25 million (Rs 10.7 crore) in a seed funding round led by Multiply Ventures, with participation from Veltis Capital, Sattva Ventures, Dominor Investment Holdings, and Green Trunk Ventures. 

The startup will use the raised capital to accelerate hiring, technology enhancement, offline expansion, and entry into newer geographies.

Additionally, it will focus on scaling its customer-focused product development, supported by a strong digital presence, including an Instagram community of more than 400,000. This user base actively contributes to product innovation, positioning MyDesignation as a customer co-created brand.

MyDesignation's offerings

Founded in 2020 by husband-wife duo Swaroop Krishnan and Gopika B Raj, MyDesignation is a D2C fashion and lifestyle brand delivering Expressive Fashion to India's youth. The startup offers high-quality, affordable apparel with luxury craftsmanship, catering to a mass audience without compromising style or comfort. 

"We never depend on any third-party platforms or marketplaces for growth. This gives us control over the entire customer journey and has helped us deliver one of the best brand experiences in fashion. Our D2C model enables us to stay closer to customer sentiment and feedback, which fuels our product design and communication strategy. We believe fashion is a voice, and we want to help every individual express who they are," said Gopika B Raj, Co-founder & CCO, MyDesignation.

Market presence

It claims to have a customer base of over 5 lakh consumers, recording a 35% monthly repeat rate, and plans to double this user base within the year.

"We've already achieved 100% YoY growth for four consecutive years while staying profitable. With this fundraise, our goal is to drive 200% growth, without compromising on our financial discipline or customer satisfaction. Our roadmap includes deepening our tech capabilities, expanding our offline footprint, and hiring mission-aligned talent," said Swaroop Krishnan, Co-founder & CEO, MyDesignation.

Investors comment

Sanjay Ramakrishnan, Founding Partner, Multiply Ventures, added, “The team’s journey of bootstrapping the brand over four years to its current standing is a story of grit, clarity on the opportunity, and very focused execution. As founders, Swaroop and Gopika have demonstrated remarkable financial discipline, a deep understanding of their consumers, and a brand-first mindset.”

Gokul Gopal, Founding Partner, Veltis Capital, shared, “Their relatability with customers and customer orientation is outstanding. MyDesignation’s momentum is undeniable. They’ve gone beyond transactional commerce and built a lifestyle-led community that actively shapes the brand’s future. Their ability to maintain high customer satisfaction while scaling profitably is rare in today’s D2C space.”