India has one of the highest youth populations in the world. They are the backbone of the country and are the ones spearheading the Internet revolution. This has allowed them to create their space in the virtual world and do almost everything with the help of their smartphones and high-speed internet. One of the many things they indulge in online is shopping which has led to an increasing revenue generation by the e-commerce market in India.

The fashion e-commerce market comprises revenue generated by the establishments using several online platforms and tools for trading fashion products. In 2019, there were about 150 million online shoppers in the fashion and beauty segment. Most businesses in the fashion industry have thus established themselves online owing to this growth. One such company is Noida based, Meriyar.

Meriyar is aspiring to disrupt the D2C Fashion market by bringing best-in-class apparels to the aspirational young population of India and becoming a major dominant player in this space by offering technology enabled buying choices with great customer support and efficient customer-life-cycle management. This young, all-female organization is the brainchild of Angel Singh. With Meriyar, she wishes to innovate, lead, enhance, provide best-value fashion products and services to customers. To know more about her and the organization, read this exclusive conversation between Angel Singh, Founder and the Women Entrepreneur India team.

What Was The Motivation Behind Creating A Consumer Fashion Venture Focused On The Urban-Western-Casual Clothing For Women?

Meriyar has originated with my personal desire, craving and need. I figured that there is a gap in the apparel space, comfort and utility is somewhat missing from the Indian Females’ Wardrobe. Existing Brands were offering either, not both. For instance, I needed to carry my smartphone, wallet in my hand and that didn't give me a sense of comfort as well as security. Somehow, I felt that the existing Brands weren't able to offer a product for the urban female population that was comfortable yet stylish and trendy. The idea to depend upon men or to carry a purse didn’t quite go well with me and that’s when I knew I had to do something to solve the problem that has been existing for decades. So, I conceived the idea of Meriyar i.e., fashion for Indian confident urban females equipped with pockets to carry their daily knick knacks like a smartphone, wallet and keys.

“So, just like the river which is the most dependable source of water for the people in kerala, meriyar aspires to be a dependable fashion brand that customers can bank on, ‘merrily’”

It's More About Giving Freedom To Your Hands. What Is The Story Behind Picking ‘Meriyar’ As Your Brand Name? Tell Us Some Unique Features About Your Products.

Meriyar has been derived from the terms “Periyar” & “merry”. “Periyar” is the longest river in Kerala that supplies fresh water in the state and “merry” is simply an expression of utmost happiness and joy.

So, Just Like The River Which Is The Most Dependable Source Of Water For The People In Kerala, Meriyar Aspires To Be A Dependable Fashion Brand That Customers Can Bank On, ‘Merrily’.

Under the brand we offer fast-fashion clothing as well modern and contemporary styling. What makes us unique and stand out in the market is the fact that the apparels we design have a plethora of pockets. This element has been ignored by big giants in the fashion industry, whereas it is and has been a demanding aspect.

What According To You Defines Meriyar?

Meriyar is defined by its vision to create comfortable and contemporary clothing for the modern woman. At Meriyar, we have a team of young girls (all female employees), who are passionate and driven by the desire of filling the void of pockets which has been persisting for a very long time. Having an all-female organization is something I am really proud of.

Where Do You See Meriyar In The Near Future?

Meriyar has seen an exponential growth in terms of interest shown by prospects and their desirability to order as soon as pre-sales are announced on Meriyar’s official website. Looking at the Trend and Forecasts, we are in a comfortable position to say that we will have a very competitive GMV (Gross Merchandise Value) and CLV (Customer Lifetime Value). Rest, we are keeping our fingers crossed for the official launch shortly.

Meriyar wants to be one of the Top 20 fast-fashion apparel brands in India by the end of FY21-22 with our operational output increasing by 300% Year-on-Year basis. We are innovative, continuously designing and crafting exclusive apparels for Summers, Debut Collection, Autumn and Winter collection. The debut collection, 2021 will shortly go live at Meriyar’s website which will include Jumpsuits, T-shirts, Tops, Joggers, Pants, Casual Shirts and all equipped with ergonomic pockets and designs.