Estailo Secures ₹75 Lakh from Wolfpack Labs, Accelerates Growth Estailo, a rising star in India’s direct-to-consumer (D2C) fashion scene, has raised ₹75 lakh in seed funding from Wolfpack
Estailo, a rising star in India’s direct-to-consumer (D2C) fashion scene, has raised ₹75 lakh in seed funding from Wolfpack Labs. The Korean-inspired accessories brand, launched in 2023, has quickly gained traction for its trend-first approach, affordable pricing, and customer empathy-driven design philosophy.
With over 1,500 orders processed daily, Estailo is targeting India’s growing Gen Z and millennial consumer base — a demographic increasingly driven by aesthetic, affordability, and speed.
Estailo’s fashion philosophy centers on Korean-style accessories, which have exploded in popularity among young Indian shoppers thanks to the global rise of K-pop, K-drama, and Korean beauty trends.
The brand’s catalogue includes statement earrings, hair accessories, rings, bags, and layering pieces — all priced to remain accessible, with most items under ₹500. The company follows a fast-moving inventory model with regular drops to keep its offering fresh and on-trend.
Founder and CEO Sangeeta Dudeja attributes the brand’s design sensitivity to its 70-member team, 90% of whom are women.
“We understand our customers because our team reflects them. This creates natural empathy in our design and customer interactions,” said Dudeja.
The funding from Wolfpack Labs has gone beyond capital. Estailo credits the firm with helping refine back-end operations, streamline supply chain processes, and professionalize workflows — key moves that enabled the brand to scale responsibly while maintaining quality.
In the three months following the fundraise, Estailo reported:
“Wolfpack didn’t just fund us — they helped us rethink how we operate at scale,” added Dudeja.
Wolfpack Labs, known for supporting consumer-facing tech and retail startups, has become an active enabler of Estailo’s early growth. Their operational involvement is seen as a major differentiator, providing not just financial runway but also strategic guidance.
The partnership aims to build Estailo into a sustainable, omnichannel fashion business, grounded in strong unit economics and brand loyalty.
Estailo has become a go-to brand for Gen Z and young millennial consumers who want:
These customer insights have helped the company avoid deep discounting wars common in Indian e-commerce and instead build organic demand through brand identity.
Additionally, Estailo has leaned heavily into content-driven marketing, using influencers, creator collaborations, and customer-generated visuals to drive discovery and trust.
While Estailo mirrors global fast fashion models in its trend agility, the brand remains rooted in India’s growing demand for inclusive and accessible consumer brands. Its woman-dominated team ensures its creative and business decisions are grounded in empathy — not just algorithmic speed.
This has paid off in terms of customer loyalty and growing word-of-mouth.
“Fashion is no longer about seasons. It’s about responding to mood, moment, and movement — all in real time,” said a senior member of the Estailo product team.
Following its early success, Estailo has laid out a clear plan for the next 12–18 months:
While the brand currently operates as a pure-play D2C company, it is evaluating select offline and hybrid retail formats to deepen its presence and reach.
International expansion — particularly to markets with strong diaspora and Korean culture affinity — is also under consideration.
Estailo’s story adds to the growing momentum in India’s D2C ecosystem. While much of the media attention has focused on beauty and personal care brands, Estailo shows the massive untapped potential in fashion accessories — a high-margin, impulse-driven, and largely underpenetrated segment.
Key takeaways from Estailo’s early success:
With a clear market fit, smart capital, and rapid post-funding growth, Estailo is well-positioned to become a breakout brand in India’s digital-first fashion scene. As it continues to grow its team, refine its catalogue, and deepen customer relationships, the brand represents a compelling new chapter in Indian fashion entrepreneurship.
For India’s Gen Z and millennial shoppers, Estailo offers more than just accessories — it delivers a style experience grounded in identity, affordability, and modern aesthetics.
