As per the forecasts, the Indian apparel market which was $41 billion in 2013 is expected to increase at a CAGR of nine percent to a whopping $101 billion in 2023. The dynamics of this industry are changing tremendously with loungewear category rapidly taking the center stage. Today, when people spend a day at home to relax or spend days over outings, they lie around seeking best at leisure. On the flip side, changing trends in fashion and awareness about best fits have paved the path for many young minds to achieve their entrepreneurial dreams. One such inspiring mind is Vijayashree Parameswaran, a young fanatic who recognized the opportunity in the loungewear industry. The quest to integrate the quirkiness and fun quotient within the nascent loungewear market in India lured her to leave her cushy job and kick-start her own venture Nuteez.com – a young leisure-wear brand – in the year 2011.

The burgeoning market ready company got its business off the ground with just 20 styles in men and women categories at Sunday Soul Sante exhibition in Bangalore. Backed by three generation of expertise in knitted garments and a hit of one lakh sale on a single day gave Vijayshree the much needed push to capture a part of pie of the flourishing e-Commerce business. Today, Nuteez has emerged as a leading provider of casual and loungewear for men, women and children’s wardrobe collection online. The store has a wide collection of loungewear, nightwear, boxers, pyjamas, long tanks at prices that suit everyone’s pocket.

“We are very passionate about the quality, colors and the quirkiness that comes into the design. Our mantra is to stand out from the crowd and say loungewear is necessary in any one’s wardrobe and it’s important to feel fabulous even when you are sleeping or relaxing at home. The soft peach finish hand feel of our products make you wear them all day long,” says Vijayshree. Nuteez’s products, which are designed by selected pool of highly proficient graphic designer/artist from across the globe,, are available online at eminent e-Commerce companies including Jabong, Flipkart, Amazon, HomeShop18, Snapdeal, Craftsvilla amongst others.

Turned Stumbling Blocks into Stepping Stones
Vijayshree always believes that challenges should be welcomed with open hands, which will eventually turn into cherishable learning moments. Meeting customers’ expectations with the changing industry demands, getting the right quirky designs integrated with good colors and maintaining the quality were some of the major challenges which Nuteez faced. But, with a helping hand from her husband who has an expertise of 25+ years in exports and imbibed passion, the online store overcame these glitches. The knowledge and strength that the company possess in understanding the production and manufacturing also gave them the much needed support.

Meeting the photo shoot demand for several marketplaces was another major crunch that Nuteez faced in initial days of its journey. But, promotional activities on Facebook page has earned a good response and brought visibility to the website into other marketplaces. Enabling their marketing strategies through social media platforms such as Twitter and Instagram has also helped the company to make its presence felt across the country. “Customers have been our brand ambassadors and helped us grow, as in reality the marketing efforts have been low,” she adds.