Introduction
The Gap in the Market In 2012, when Akshay Narvekar launched Bombay Shirt Company (BSC), India’s fashion landscape was bifurcated. On one end stood fast fashion behemoths offering cookie-cutter clothing. On the other, luxury labels catered to an elite few. What was missing? A personalized, tech-enabled, accessible fashion brand tailored specifically to the modern Indian man. BSC set out to close this gap with a deceptively simple proposition: let customers design their own shirts.
Over a decade later, the brand is one of the most sophisticated examples of homegrown D2C innovation in India. Through its blend of technology, design, and human-led personalization, BSC has not only scaled but also built a loyal base of discerning shoppers looking for something more meaningful than mass retail.
The Founder’s Vision Akshay Narvekar, a former corporate lawyer and investment banker turned entrepreneur, envisioned a brand where fashion met individuality. His goal was to make custom fashion approachable, not intimidating. He wanted to disrupt the mindset that bespoke tailoring was the domain of the ultra-rich or relegated to special occasions. BSC positioned itself as an everyday essential brand, only made-to-measure.
Product & Offering
Customization at Core Bombay Shirt Company’s success lies in its core offering: complete shirt customization. Customers can:
- Choose from over 100 high-quality fabrics (linen, Egyptian cotton, blends)
- Customize collars, cuffs, buttons, plackets, and monograms
- Select preferred fits, lengths, and sleeve styles
The interface both online and in-store is designed to be intuitive, educational, and non-overwhelming. Fit data is either entered manually or captured through assisted sessions in physical stores, which is then saved to simplify future purchases.
By leveraging tech tools like AI-driven fit recommendation engines and backend automation, BSC handles thousands of individual style permutations without holding traditional inventory.
Also Read: 5 Shark Tank D2C Brands That Are Disrupting India’s Consumer Market
Business Model
Phygital + Made-to-Order From the start, BSC chose a low-inventory model to keep operations agile and sustainable. Every shirt is made-to-order, eliminating dead stock and enabling zero-waste production. The company initially started as an online-only brand but soon ventured into offline retail to cater to Indian customers who preferred physical interaction before making fashion decisions.
Today, BSC operates
Online D2C platform with global shipping
- 12+ experience stores in metros like Mumbai, Delhi, Bengaluru, and international hubs like Dubai and New York
- A tech-enabled backend for manufacturing across partner tailoring units
The fusion of online design freedom with in-person stylist assistance created a truly omnichannel brand. Customers can walk into a store, receive styling advice, finalize fits, and later reorder custom shirts with a single click.
Target Audience
Urban, Aspirational, and Quality-Conscious BSC caters to upwardly mobile Indian men (and increasingly women) between 25-45 who seek:
- Better fit than readymade shirts
- Fabric quality and garment longevity
- Individual expression in everyday clothing
The brand’s early adopters were young professionals, NRIs, and startup founders who appreciated thoughtful design and customization. Over time, the demographic has expanded to include grooms, fashion-forward Tier 2 shoppers, and international consumers looking for ethically produced custom fashion.
Branding & Marketing Strategy BSC’s branding is rooted in simplicity, sophistication, and relatability. Their communication avoids jargon and focuses on storytelling:
- Campaigns feature real customers instead of models
- User-generated content showcases actual design outcomes
- Strategic partnerships with stylists and celebrities boost social proof
Their biggest branding win? Turning custom fashion into a lifestyle choice rather than a one-off experience.
Key Numbers & Milestones
- Over 500,000 shirts custom-made
- Presence in 4 countries and shipping to over 60
- 70% repeat rate among active customers
- Strong YoY growth in casual and wedding wear verticals
- Expansion into other categories like chinos, jeans, and women’s wear
Technology Stack & Operational Efficiency BSC’s backend is powered by smart integrations that allow for:
- Instant fabric updates across platforms
- AI-based size prediction and fit enhancement
- Tailor-specific assignment logic to optimize production timelines
- CRM systems that track customer preferences, sizes, and frequency
This robust tech stack reduces human error, cuts production time, and improves the reordering experience.
Expansion Strategy BSC is now expanding beyond custom shirts. It has launched:
- Made-to-measure denim
- Tailored casual wear and semi-formals
- A growing women’s custom fashion line
They’re also experimenting with:
- Subscription boxes for frequent buyers
- Limited-edition drops and collaborations
- Virtual styling sessions for international customers
Sustainability Focus Made-to-order inherently reduces wastage. Additionally, BSC focuses on:
- Ethical sourcing of fabrics
- Local tailoring partnerships to reduce carbon footprint
- Long-lasting garments that encourage mindful consumption
Challenges Faced
- Scaling personalization without losing craftsmanship
- Convincing Indian consumers to shift from fast fashion habits
- Managing complex logistics of made-to-order SKUs
Yet, BSC has turned many of these into opportunities by doubling down on education, transparency, and excellent post-purchase support.
Conclusion
Bombay Shirt Company is more than just a D2C brand it’s a movement towards intentional fashion. In a world of overproduction and underwhelming fits, BSC is proof that personalization, technology, and brand empathy can create a scalable, loved, and future-ready fashion business.
It hasn’t just stitched together a loyal customer base, it’s tailored a whole new way of looking at men’s fashion in India.
