Launch · Commerce & Consumer Brands
The Indian Garage Co launches women's brand FreeHand
By Startup Enthusiast ·
- Date
- Company
- The Indian Garage Co
- What it does
- Men's fashion brand
- Kind
- Launch
- Based in
- Bengaluru
- Founded
- 2012
What they do
The Indian Garage Co sells low-priced casual menswear online under its TIGC brand
What happened
In August 2023 it launched FreeHand, a fast-fashion women's label aimed at smaller cities, as a step towards a house of brands
Why it matters
It targeted ₹50 crore in gross sales from FreeHand and ₹600 crore across all its brands in FY24
The details
- The Indian Garage Co launched FreeHand in August 2023.
- FreeHand sells fast-fashion casual wear for women, such as dresses and tops.
- It focuses on buyers in tier-2 and tier-3 cities.
- The company aimed for ₹50 crore GMV from FreeHand in FY24.
- It targeted about ₹600 crore GMV across its brands.
The bigger picture
- The launch moved the company towards a house of brands model.
- It sells mainly through e-commerce platforms.
- Its TIGC menswear brand was already a top seller.
About the business
- The Indian Garage Co sells affordable casual clothing.
- It is a direct-to-consumer brand.
- It is based in Bengaluru.
Other articles talking about it
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- The Indian Garage Co opens 20th store in Lucknow17 July 2026 · Launch
- The Indian Garage Co doubles revenue, posts loss15 January 2026 · Results
- The Indian Garage Co opens its first store11 October 2024 · Launch
- Aditya Birla's TMRW invests ₹155 crore in TIGC25 October 2023 · Funding · ₹155 Cr