Introduction

India’s fashion e-commerce landscape is evolving rapidly, with established players like Nykaa Fashion (a subsidiary of Nykaa) dominating the premium segment, while emerging platforms like

Yesomi carve out space with affordability and accessibility. This article explores how Yesomi, a rising star in budget fashion, compares to Nykaa Fashion’s premium curation, highlighting their unique

strategies, audiences, and market impact.

1. Market Positioning: Newcomer vs Established Player

Yesomi: The Fast-Fashion Disruptor

•   Year of Emergence: LAUNCHED IN LATE 2024 as a budget-first fashion platform.
• Core Vision: Democratize trendy fashion for Tier 2/3 cities and price-conscious urban millennial.

 Key Differentiators:

•  Aggressive Pricing: Dresses from ₹299, accessories under ₹500.
•  Rapid Trend Adoption: Mimics global fast-fashion cycles (e.g., Instagram-inspired styles).
•  Low Overheads: Pure-play online model with no physical stores.

Nykaa Fashion: The Premium Curator

•   Launch Year: 2018 (as Nykaa’s fashion arm).
•   Core Vision: Offer a luxury lifestyle experience blending apparel, accessories, and beauty.

 Key Differentiators:

•  Designer Collaborations: Partnerships with labels like Abu Jani-Sandeep Khosla.
•  Integrated Ecosystem: Bundles fashion with Nykaa’s beauty products (e.g., “Complete the Look” kits).
•  Content-Driven Shopping: Styling guides, editorial shoots, and AR try-ons.

2. Product Offerings: Mass Appeal vs Luxury Curation

Yesomi’s Strategy: Volume Over Exclusivity

 Catalog Highlights:

•  Women’s Wear: Crop tops, palazzos, Indo-Western kurtis, and partywear under ₹1,500.
•  Men’s Fashion: Graphic tees, joggers, and budget-friendly formal shirts.
•  Accessories: Trendy jewelry, sling bags, and hair clips priced at ₹99–₹799.
•   Style Focus: Casual, everyday wear inspired by social media trends.

 

Nykaa Fashion’s Strategy: Exclusivity Over Quantity

 Catalog Highlights:

•  Women’s Luxury: Designer sarees (₹15,000+), sustainable loungewear, and resort wear.
•  Men’s Premium: Tailored kurtas, linen shirts, and luxury athleisure.
•  Accessories: Leather handbags, minimalist jewelry, and designer sunglasses.
•   Style Focus: Occasion-driven, sophisticated, and brand-conscious.
•   Quality Assurance: Premium fabrics, craftsmanship, and trusted designer labels.

3. Pricing & Discounts: Affordability vs Premium Value

Yesomi: Winning the Price War

Pricing:

•  Apparel: 40–60% cheaper than Nykaa Fashion for similar styles.

 Discount Strategies:

•   Festive Sales: Republic Day, Diwali, and flash sales with limited-time offers.
•   No Loyalty Program: Relies on repeat buyers through email/SMS alerts.
• Transparent pricing with only three types of charges , product price + shipping + govt tax , that’s it. No platform or packing fees etc type of ambiguous charges.

 

 

Nykaa Fashion: Premium Pricing with Perks

 Pricing:

•  Targets shoppers willing to pay a premium for exclusivity 

 Discount Strategies:

•  End-of-Season Sales (EORS): Up to 50% off on luxury brands.
•  Nykaa Prive Membership: Free beauty samples + extra fashion discounts for elite members.
•   Bundled Offers: “Buy a saree, get a makeup kit at 20% off.”

 

4. Audience & Marketing: Tier 2 vs Metro Shoppers

Yesomi’s Target Demographic

 Primary Users:

•  Age Group: 18–30 years.
•  Geographies: Tier 2/3 cities (e.g., Jaipur, Coimbatore) + budget-conscious metro millennials.
•  Preferences: Trendy, disposable fashion for college, casual outings, or social media.

 Marketing Tactics:

•  Instagram Reels & YouTube Shorts: Showcases styling hacks with Yesomi outfits.
•  Micro-Influencers: Collaborates with nano-influencers (10K–50K followers) for relatability.

 

Nykaa Fashion’s Target Demographic

 Primary Users:

•  Age Group: 25–45 years.
•   Geographies: Metros (Mumbai, Delhi, Bangalore) + affluent Tier 1 cities.
•  Preferences: Investment pieces for weddings, parties, or luxury loungewear.

 Marketing Tactics:

•  Celebrity Endorsements: Alia Bhatt for ethnic wear campaigns.
•   Luxury Content: Blogs like “How to Style a Banarasi Saree” or “Sustainable Fashion 101.”

 

5. User Experience: Speed vs Sophistication

 

Yesomi: No-Frills Efficiency

 App/Website:

•  Minimalist design, quick checkout, and no ads or pop ups.
•   Basic filters (price, size, color) with limited product descriptions.

 Delivery:

•  Standard shipping in 5-6 days.
•   Returns: 7-day window with no question asked policy..

 

Nykaa Fashion: Glossy & Guided

 App/Website:

•  High-resolution editorial shoots, AR try-on for accessories, and detailed size guides.  Advanced filters (fabric, occasion, designer).

 Delivery:

•   Express shipping in metros (2–3 days); standard delivery elsewhere.
•   Returns: 14-day window with prompt customer service (24/7 chat support).

 

6. Challenges & Opportunities

Yesomi’s Growth Hurdles.

•   Logistics: Slow delivery times compared to rivals like Meesho or Myntra.
•   Brand Trust: Perceived as “new” by some shoppers; 

 

Nykaa Fashion’s Growth Hurdles

•   Niche Appeal: Struggles to attract mass-market shoppers due to premium pricing.
•   Inventory Depth: Smaller collection vs Myntra or Amazon Fashion.

 

Final Verdict: Which Platform Deserves Your Wallet?

Yesomi Is Ideal For:

•   Budget shoppers who prioritize trendy, disposable fashion.
• First-time online buyers seeking low risk purchases (free shipping, easy returns).  Social media enthusiasts who want Instagram-ready outfits without splurging.

Nykaa Fashion Is Ideal For:

•   Premium shoppers seeking designer labels, occasionwear, or curated luxury.
•   Existing Nykaa beauty customers who value bundled deals and loyalty perks.
•   Buyers who prioritize quality, exclusivity, and a seamless shopping experience.

 

The Big Picture

Yesomi represents the rise of hyper-affordable, digital first fashion platforms targeting India’s price-sensitive youth, while Nykaa Fashion continues to dominate the premium, aspirational

segment. Together, they reflect the polarized yet booming Indian fashion e-commerce market— where both budget and luxury have room to thrive.

yesomi – www.yesomi.com

nykaa- www.nykaafashion.com/