India, Feb. 20 -- The burgeoning fashion industry in India, estimated to reach $130-150 Bn by 2030, is at a crossroads. At one end, there is fast fashion, trendy, mass-produced and increasingly expensive. At the other end lie premium creations that are aspirational but too expensive. What's lacking is a brand in the middle that delivers variety-led, value-minded and affordable fashion at speed for shoppers who want to stand out.

For a generation exposed to global fashion cues online, the lack of early access to fast-moving, diverse styles can be embarrassing. When Akanksha Sethi Bohara studied in Mumbai a decade ago and attended a college party, she and two other women showed up wearing the same outfit. The problem was the lack of exclus...