Flyrobe Pioneers India's Fashion Rental Revolution with a Sustainable Omni-Channel Marketplace
The modern closet is a paradox: overflowing with clothes, yet leaving us with "nothing to wear" for that next big occasion. For Aanchal Saini, this wasn't just a relatable frustration—it was a multi-billion dollar business opportunity. As the CEO of Flyrobe, India's first and largest fashion rental company, Aanchal is leading a cultural shift from ownership to access, encouraging Indians to "buy the basic and rent the iconic."
In this episode of the ELI Podcast, Aanchal Saini shares her journey from being a legal professional to acquiring Flyrobe and scaling it into a profitable, sustainable marketplace. She breaks down the logistics of "renting style," the strategic move to an omni-channel model, and how the pandemic reshaped the Indian consumer's relationship with luxury fashion.
The Problem of the "NPA" Closet
The average consumer's closet is filled with what Aanchal calls "NPAs"—Non-Performing Assets. These are expensive outfits, often bought for a single wedding or a fancy party, that sit gathering dust once their moment in the spotlight (and on Instagram) has passed. For women, the pressure to never repeat an outfit is immense. For men, the reluctance to spend thousands on a garment they'll only wear once is a practical deterrent.
"The problem really is that your closet is full yet you have nothing to wear," Aanchal explains. "Everything in the closet has been worn once, so they don't want to repeat. Millennials and Gen Z are Pro-access; they want to pay for that little bit of time they're using a product and then give it back."
The Math of Renting
Buying one high-end outfit often costs the same as renting ten different iconic looks throughout the year. By shifting to a rental model, consumers can access a diverse wardrobe without the burden of storage, maintenance, or high upfront costs.
The Strategic Pivot: From Western to Ethnic
Flyrobe didn't start where it is today. In the early days, the focus was on Western wear and accessories. However, market feedback quickly revealed a different reality: in India, the real "pain point" and high-ticket opportunity lay in the ethnic occasion wear category. While a 30,000 rupee black western dress might be repeated, a heavy bridal lehenga or a designer sherwani is almost certainly a one-time wear.
This realization led to a significant pivot. By focusing on ethnics, Flyrobe tapped into the heart of the Indian wedding economy. They moved from a purely company-owned inventory to a marketplace model, eventually merging Aanchal's previous venture, Rent It Bae, with Flyrobe in 2019 to consolidate their lead in the space.
The Omni-Channel Edge: Why Stores Matter
In an era where many startups are "digital-only," Flyrobe found that a physical presence was essential for trust and fitting, especially for bridal wear. No one wants their wedding lehenga to arrive two days late or with a "sloppy" fit. Aanchal's team developed a unique strategy for their stores: The Second Floor Logic.
Instead of paying exorbitant rents for ground-floor retail spaces, Flyrobe operates from larger, more affordable spaces on the first or second floors of prime markets. "70% of our users discover us online and then visit the store," Aanchal notes. "We don't need a massive ground-floor storefront; we need a space where a bride can bring her family, touch the fabric, and get a perfect fitting."
The Logistics of Rental
- Standardization: Developing size standards for ethnic wear.
- Fittings: On-site alterations to ensure the "perfect look."
- Hygiene: Professional dry cleaning and sanitization after every use.
- Time-Sensitive Delivery: Managing "hotel-like" bookings where one asset is shared by multiple users in one season.
C2C: Turning Closets into Income Streams
One of Flyrobe's most innovative moves was opening their marketplace to individual consumers (C2C). Instead of only sourcing from designers, they allow regular people to rent out their own expensive designer garments. This model solved the inventory problem while giving consumers a way to monetize their "NPAs."
The acceptance rate is strict—only about 7% of submitted products are accepted—ensuring that the collection remains curated and on-trend. Interestingly, the post-COVID era has seen a surge in "newness," with some users offering outfits just days after their own events.
The Sustainable Shift
Post-pandemic, there has been a marked increase in the sustainability narrative. Consumers are more conscious of their environmental footprint and are seeking ways to make smarter financial decisions without compromising on style.
Resilience: Surviving the Pandemic
COVID-19 was a trial by fire for the fashion rental industry. With weddings and parties canceled, revenues could have vanished. But Aanchal and her core team refused to give up. They pivoted to serve "lockdown brides," opening warehouses during restrictions to ensure that even small ceremonies had the perfect attire.
"Entrepreneurship is not a one-man show," Aanchal emphasizes. "It is the entire team. My core team did every possible thing to survive those times. It wasn't just an employee-employer relationship; it was a bond."
Key Takeaways for Entrepreneurs
- No Shortcuts: There is no way to ignore the difficult parts of a business. Eventually, they will demand your attention. Handle them upfront.
- The Omni-Channel Balance: Use digital for discovery and scale, but physical touchpoints for trust and high-value transactions.
- Asset Light is Right: Moving toward a marketplace model allowed Flyrobe to scale without being crushed by the weight of inventory costs.
- Never Give Up: Resilience is the difference between survivors and those who disappear during a crisis.
About the Guest
Aanchal Saini is the CEO of Flyrobe. A lawyer by profession, she co-founded Rent It Bae before leading the acquisition of Flyrobe in 2019. Under her leadership, the company has navigated the challenges of the pandemic to become a profitable leader in the sustainable fashion space.
Flyrobe is India's first and largest fashion rental service. Offering everything from designer bridal lehengas to premium tuxedos, the platform operates on an omni-channel model with a strong focus on sustainability and a circular fashion economy.