Founded in 2018 by Rannvijay Singha and Shakeef Khan, Disrupt combines utility, street style, and quality for all the casual wear outfits. The startup said it will focus on keeping Rannvijay Singha’s fashion sense – free, wild-spirited and originality – in mind.
The company has been valued at $2.5 Mn. The funds will be used to further invest in strategic collaborations, research and development, executive appointments, talent acquisition, and offline retail expansion. Further, the funds will also be utilized for expanding its sales and marketing efforts.
The startup claims to have amassed over 12 Mn unique brand impressions using influencers with varied affinity including top influencers from MTV, Desi Rap Scene, Bollywood, and Youtube. It is now looking to partnering with influencers with aspirational life stories to co-create authentic collaborations in a form of capsule collections.
“As a company, we are showcasing how powerful influencer led marketing can be when talent with the benefit of experience, perspective and relationships are combined with the massive scale offered by the home-grown retail ecosystem. Having the financial support from our various investors and domain expertise of an established core team will help us execute our vision even more rapidly and broadly,” Singha said.
Harsh Shah, cofounder, Fynd said, “The Disrupt team is the right balance of humble, down-to-earth, fundamental businessmen having deep experience in building and running a fashion label along with the means to have the right connect with budding celebrities. With fashion always being highly trend-focused the opportunity of co-creating capsule collections along with a personality is unique and interesting.”
The company has also roped in Rajni Kant Sinha, former co-founder of Shop to Surprise and Exim IT, to plan and strengthen the omnichannel approach and enhance the expansion module.
Shareef Khan, CEO, and cofounder, Disrupt believes that the market will continue to see a shift towards both content marketing and programmatic advertising as consumer brands increase their reliance on content-centric programs and look to scale those efforts.
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