Lea Clothing focuses on superior tailoring (boning, lining, fusing) to sculpt and flatter curvy body types, complemented by a proprietary sizing chart and a virtual trial room to improve fit and confidence for women across sizes.
Lavanya Aneja (founder)
Kriti Aneja (Co-Founder, Mother Daughter Duo)
High-quality corsetry construction (boning, lining, fusing) for comfort and structure; inclusive size approach; and an in-house virtual try-on tool to personalize fit visualization.
Women seeking occasionwear and partywear (birthdays, bachelorettes, bridal-related events, date nights), especially curvy consumers seeking flattering, premium silhouettes.
Not mentioned.
Mid-premium to premium, with hero products in corset tops and occasionwear, alongside two sister labels for ethnicwear and swim/lounge categories.
Illustrative price points cited included a red occasion dress around ₹8,000 and a corset around ₹3,990, with tiering by brand line and fabrication.
Own website first; select marketplaces added for incremental reach; exploring multi-brand offline retail selectively.
Small-batch runs (often 25 pieces per style) to avoid dead stock, with ~45 days of inventory and tight style-level control based on viral demand.
Last month ~₹60 lakh gross (₹40 lakh via own site and ~₹60 lakh including marketplaces),
with prior-year figures cited as ~₹3 crore net and
~₹4.35 crore gross; earlier year ~₹1.5 crore net and ~₹2.35 crore gross.
Claimed ~80% gross margin, with operating allocations toward wages, advertising (performance plus broader content efforts), commissions, logistics, and overheads.
Reported ~6x ROAS with performance ad spend around ₹6 lakh at the time, plus disciplined inventory at cost of ₹25–30 lakh and ~45 days of cover.
Retention reportedly ~32% and repeat engagement driven by occasion-led shopping and social virality on hero SKUs.
No Mention.
Four-shark deal involving Vineeta Singh, Namita Thapar, Azhar Iqubal, and Anupam Mittal. Aman Gupta opted out.
Final Terms:
Reported outcomes vary across sources; On-air negotiations discussed structures like ₹1 crore for 4–6% equity plus a 2% royalty until 1.5x payback, while an episode summary site lists ₹1 crore for 3% equity plus 1% royalty until ₹1.5 crore is recouped.
Scale performance marketing, build inventory to meet marketplace and D2C demand, and explore offline through MBOs and potential store pilots.
Inventory complexity in fashion, narrowness of high-priced occasionwear if not broadened, and the likely need for offline presence to elevate brand and reduce digital CAC dependency.
Inventory complexity in fashion, narrowness of high-priced occasionwear if not broadened, and the likely need for offline presence to elevate brand and reduce digital CAC dependency.
Leverage social virality on corset heroes, maintain ~6x ROAS while progressively raising budgets, and pair with content-led organic discovery.
Extension into two sister brands—Saanjh (ethnicwear) and Laanj (swim/lounge)—in response to customer pairing behavior and requests, rather than a true pivot away from the core.
Listening to customers yielded adjacent lines and SKUs, while tight batching and inventory discipline allowed growth without dead stock drag.
Quantify inventory rigor, prove ad-scale elasticity, and plan an offline strategy to complement D2C and reduce long-term CAC pressure.
Indian D2C Startups Directory.
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