Reimagining Fashion for the New Generation

E-commerce in India is evolving beyond the “everything store” playbook of Flipkart and Amazon. While platforms like Blinkit, Zepto, and Instamart have reconditioned urban India, especially Gen Z and young millennials, to expect instant delivery, the next frontier of commerce isn’t just speed, it’s about context. Speed is now table stakes; what really sets a brand apart is its ability to surface the right product at the right time, in line with the consumer’s intent, emotion, or occasion. Shopping today is impulsive, expressive, and deeply personal. Relevance is more important than having a plethora of options – whether it’s finding a look that expresses one’s individuality, dressing for a party tonight, or giving in to the need to treat oneself after a rough day. While speed may lead to immediate satisfaction, long-term loyalty is cultivated through careful selection, emotional resonance, and earned trust.

At Kae, we believe that fashion will be the next big wave in Q-commerce. The category is going through a cultural shift moving away from mindless scrolling and discount-driven purchasing towards a more streamlined and curated shopping experience. Gen Zs view fashion as a reflection of their feelings, actions and desired public image rather than a routine purchase.

Introducing Knot!

Shoppers don’t just need more clothes, they need the right outfit for the right moment. Knot acts as a style ally by helping them look a little more put together while still feeling like themselves. No endless scrolling, no decision fatigue. Just clothing that is timely, expressive, and feels personal.

Uncovering the Real Problem in Fashion Discovery and Fixing it

In 2024, the fast fashion market in India was estimated to be worth over $10 billion, with millions of users being served by fashion platforms like Myntra, Ajio, and Nykaa Fashion. With its extensive catalogues, slick interfaces and regular sales, the ecosystem may seem mature, but these platforms don’t live up to the customers expectations.

• Timelines for delivery still vary from 2 to 7 days.
• Try and Buy is either unavailable or a tedious process.
• Refunds take 3 to 7 days and sometimes may even require multiple follow-ups.
• Discovery feels like a chore. Customers are left searching endlessly through thousands of SKUs without knowing what’s in style, what suits them or what’s readily available.

Fashion is stuck in the past in a world where electronics are delivered in less than an hour and groceries arrive in 10 minutes. The experience seems outdated, even though it is among the most socially expressive and emotionally impulsive categories. Platforms have prioritised variety over relevance, which has led to bloated interfaces that overwhelm rather than delight.

Gen Z shoppers are mobile-first, context-driven, and impulsive. They need fashion that is curated, feels unique, and meets their needs, and of course, arrives when they need it, not days later. These requirements are not being met by the e-commerce stack as it exists today.

Knot was built specifically for this new generation of shoppers and its more than just a fast delivery service, its a vertical Q-commerce experience designed around fashion, curation and trust. Delivery in less than 60 minutes satisfies demand, a seamless Try & Buy experience reduces purchase anxiety, and a curated selection that is frequently replenished removes the burden of choice. It’s fashion that feels easy, relevant and right on time.

A Thoughtfully Curated Fashion Experience, not just a Platform

Knot isn’t just another shopping app for clothes. It is a fully reimagined, behavior-first platform built from the ground up for Gen Z. It goes beyond speed, incorporating features that have a deep understanding of how modern consumers discover, try, and express themselves through fashion.

• Virtual Try-On: Directly from their phones, users can visualize how clothes fit them prior to purchasing, reducing return anxiety and boosting confidence.
• Offline Try & Buy: It allows customers to try on items in real time while delivery partners wait, turning hesitation into an instant purchase. It also ensures that the customers’ money is not locked in while returns are processed.
• Swipe-Based Curation: A Tinder-style interface that allows users to swipe left or right to signal their preferences. This intuitive mechanic trains the algorithm to tailor a feed that reflects personal taste and evolving style of the shopper.
• 60-Minute Delivery: Hyperlocal warehousing and owned last-mile logistics enable fashion to arrive in under an hour, making last-minute outfit needs feel effortless.
• Gen Z First Brand Curation: Knot offers a carefully curated roster of popular brands among GenZ, such as The Souled Store, Snitch, and Wtflex. These labels are well-known for their cultural relevance, streetwear aesthetic, and strong social presence.

This isn’t a fast-fashion marketplace retrofitted for speed. It is a product designed with Gen Z’s language, urgency, and identity in mind.

Why are We backing Knot?

We backed Knot because it solves problems beyond fashion. It is solving for a high-intent behavior that no one has truly captured – dressing for the moment. Incumbents have started experimenting with speed. But these platforms are still designed around variety, not immediacy. Delivery promises are frequently broken at the point of checkout, and execution is still erratic.

Knot distinguishes itself with a full-stack execution, behavior-first approach, and a sharp city-level focus. In a space where others are adapting, Knot is already delivering in Mumbai. With early traction in the city, cultural alignment with Gen Z, and a team that is highly attuned to this consumer. Knot isn’t following a trend, it’s shaping a new habit.

On the brand side, Knot is becoming the distribution channel of choice for D2C fashion labels. It offers faster sell-through, lower returns, and better margins than traditional marketplaces. It respects brand equity while delivering reach.

Our conviction ultimately came from the founding team. Archit and Rachit have built for this user before. At their previous startup, Slick, an exclusive college community with a P2P marketplace, they scaled to 2.5 million users and gained deep insight into how Gen Z and young millennials shop, engage, and form habits. That instinct now informs every layer of Knot.

Fashion is one of the most expressive categories in commerce. It deserves the most real-time experience. We believe Knot is building what will soon feel inevitable, and we are proud to be part of that journey.

#CantnotlikeKnot