The latest episode of Shark Tank India season 4 showcased WomenLikeU, a vacation clothing brand designed for diverse Indian body types. Founders Abu Zoheib Jilani and Shrijal Dave from Bengaluru introduced their innovative body type calculator, available on their website, which helps customers identify their body shape and explore curated collections suggested by in-house stylists. The brand initially focused on swimwear and later expanded into dresses and co-ord sets. So far, over 40,000 customers have embraced their products. Their long-term vision is to establish WomenLikeU as a leading one-stop destination for vacation wear within the next five years. They sought Rs 1 crore for a 2% equity stake in their company.
As the pitch concluded, Vineeta Singh excitedly shared that she had purchased a swimsuit and sarong from the brand and loved them. Zoheib and Shrijal then delved into their backgrounds. Zoheib, originally from Ranchi, studied at NIFT Kolkata and gained experience working with global fashion brands. Shrijal, born in Delhi with roots in Gujarat, had aspired to be a fashion designer since childhood. She pursued Fashion Management at NIFT Shillong.
Zoheib highlighted the immense potential of the Indian swimwear market, estimating it at Rs 1500 crores. To demonstrate their approach, the founders presented their body type calculator. Anupam Mittal raised concerns about the terminology used to categorize body types, such as pear, apple, hourglass, and heart shapes. He suggested that such language might objectify women and advised them to rethink their branding if they aspired to lead the market.
Launched in July 2022, the brand made Rs 34 lakhs in its first nine months, primarily through its website. Sales in FY23-24 surged to Rs 4.7 crores, with 100% of the revenue coming from their direct website. Their burn rate stood at Rs 76 lakhs in FY23-24, while in FY24-25 (until September), gross sales had reached Rs 5 crores, with net sales at Rs 4.1 crores. Projections for FY24-25 estimated gross sales of Rs 11 crores. The company maintained an inventory cycle of 20-25 days and expanded its presence on platforms like Nykaa, Myntra, and Ajio.
In addition to their main line, they introduced a luxury segment, Waves By Shrijal. While the pitch intrigued many, Peyush Bansal opted out, unsatisfied with certain aspects of their responses. Vineeta appreciated their designs, particularly those offering tummy coverage and stylish coverups, but she strongly disliked their brand name. She expressed that the name and its unconventional spelling created dissonance for consumers, making the brand feel less premium. She suggested that Waves By Shrijal sounded more aspirational and luxurious. She commented, “Even if you are selling products for around Rs 3000, you need to make the consumer feel that she’s buying aspirational luxury. It should not be WomenLikeU.”
Vineeta proposed Rs 1 crore for 3% equity with a 2% royalty until she recovered 1.5 times the investment. Anupam decided to step back, stating he was uncertain about the brand’s positioning. Aman Gupta, instead of immediately backing out, asked the founders for their thoughts on Vineeta’s critique of their brand name. Zoheib confidently explained that they had consistently received positive feedback, attributing it to the name’s simplicity and ease of recall. Aman found this perspective valid and extended his offer: Rs 1 crore for 3% equity with a 2% royalty until Rs 1 crore was recouped.
Taking a moment to deliberate, Zoheib and Shrijal returned with a counterproposal, requesting both Vineeta and Aman to invest together. Vineeta, however, insisted on changing the brand name and logo as a condition for her participation. This demand led her to withdraw when the founders hesitated to comply. Ultimately, Aman’s deal stood, and WomenLikeU secured Rs 1 crore for 3% equity with a 2% royalty clause until his investment was recovered.
The episode ended on a triumphant note for Zoheib and Shrijal, who walked away with a deal.