Beyours
Beyours is a Delhi based direct to consumer menswear brand founded in 2019 by Nilesh Karnani and Ashish Baheti. It sells minimalist essentials such as shirts, T-shirts, trousers and joggers, mainly through its own website.
| Founded | 2019 |
|---|---|
| Founders | Nilesh Karnani, Ashish Baheti |
| Headquarters | Delhi, India |
| Model | Direct to consumer |
| Website | beyours.in |
What is Beyours?
Beyours is an Indian digital native men's clothing brand founded in 2019 in Delhi by childhood friends Nilesh Karnani and Ashish Baheti, who both grew up in Bikaner.
Products and positioning
Beyours positions itself as a minimalist brand offering comfortable, well fitting and timeless essentials. The range includes shirts, T-shirts, trousers, joggers, sweatpants and summer shorts, with the classic shirt and a soft T-shirt among its best sellers. The brand targets upper middle income customers. Design is handled in house, fabric is cut in the company's own warehouse and garment making is outsourced to manufacturers in Noida, Faridabad and Gurugram. The founders have outlined plans for accessories and a women's range.
Distribution
Sales run mainly through the brand's own website. Instagram is the main source of customers, supported by advertising on Facebook, Google and YouTube and an in house social media team.
Why it matters
Beyours is typical of the wave of Indian D2C menswear labels that use social media to sell basics directly, keeping design and cutting in house while outsourcing production to regional manufacturing clusters.
Frequently asked questions
Who founded Beyours?
Beyours was founded in 2019 by Nilesh Karnani and Ashish Baheti, childhood friends from Bikaner.
What does Beyours sell?
Beyours sells minimalist menswear essentials including shirts, T-shirts, trousers, joggers and shorts.