250 Designs

What 250 Designs does

250 Designs is an Indian direct-to-consumer e-commerce brand selling contemporary western women's apparel, operated by Dulari Exports Pvt Ltd from New Delhi. The catalog spans approximately 269 SKUs across dresses, tops, shirts, bottoms, and jackets/blazers, priced Rs. 699 to Rs. 3,499 with sizes from XS to 4XL plus numeric 28-42, targeting women aged 18-45 in India who want trendy western wear at affordable price points. Core differentiators include inclusive sizing, cash-on-delivery, free shipping, a 7-day return/replacement policy, and frequent new arrivals, supported by an Elite-Collection (Luxury Dresses) sub-brand for premium occasion wear.

The business is built on a Shopify-powered storefront, with additional distribution through Meesho and Flipkart marketplaces to broaden reach across India. Customer acquisition is largely organic, driven by an active presence on Instagram, Facebook, Pinterest, and YouTube, plus email newsletters and promotional discount codes (FLAT10/FLAT20/FLAT30, FLAT300 first-order) and bundled offers like "Buy Any 4 Tops at Rs. 899." Heavy promotional discounting of 20-70% is pervasive across the catalog.

The company is founder-led by Ritika Sawhney and Nitin Sawhney, with a small leadership bench that includes Abhishek Verma as Brand Establishment Manager. No venture funding, acquisition, or external investment is disclosed; the firm appears bootstrapped, with customer service operated through a generic Gmail address and a reported headcount in the 51-100 range. Operational signals — a 4.5/5 rating on 610 dress-collection reviews and active social engagement — indicate a functioning but small-scale online fashion retailer rather than a technology-led or scaled business.

Name

250 Designs

Legal name

Dulari Exports Pvt Ltd

Website

https://250designs.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

250 Designs is an Indian direct-to-consumer e-commerce brand selling affordable contemporary western women's apparel — dresses, tops, shirts, bottoms, and jackets — through its Shopify storefront and Meesho/Flipkart marketplaces, targeting women aged 18-45 with inclusive sizing and value-tier pricing.

Ownership category

akta.pro rank

Product category

Women's Western Fashion Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro industry

PRIMARYCRAAABAB

Women’s Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

Keywords

• Women's fashion apparel
• Western wear clothing
• E-commerce fashion brand
• Affordable dresses tops
• Online apparel shopping

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct retail sales of women's western fashion apparel including dresses, tops, shirts, bottoms, and jackets through owned e-commerce platform and marketplace channels. Products sold at one-time purchase prices ranging from budget to mid-range segments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

250 Designs is an Indian direct-to-consumer e-commerce fashion brand that sells women's western apparel, including dresses, tops, shirts, bottoms, and jackets/blazers. The brand targets women aged 18-45 across India, offering affordable trendy clothing priced between Rs. 699 and Rs. 3,499 through its own Shopify-based online storefront and third-party marketplaces (Meesho, Flipkart). The company operates a fast-fashion model with frequent new arrivals, inclusive sizing (XS to 4XL plus numeric sizes 28-42), and provides COD, free shipping, and a 7-day return/exchange policy.

Product overview

250 Designs is an Indian women's fashion e-commerce brand operated by Dulari Exports Pvt Ltd, founded in 2020. The company offers a curated portfolio of western women's clothing across five core product categories: Dresses (midi, maxi, cocktail, A-line styles in chiffon, georgette, and crepe), Tops (blouses, tunics, kaftans), Shirts (casual and formal styles in cotton), Bottoms (skirts, shorts), and Jackets & Blazers. The brand is organized into promotional sub-collections including the Elite/Luxury Dresses sub-brand for premium occasion wear, a Sale section, New Arrivals for latest styles, budget-priced items under Rs. 799, and a bundled multi-item tops promotion. The entire catalog spans approximately 269 products across sizes XS to 4XL, priced between Rs. 699 and Rs. 3,499, distributed exclusively through the brand's own Shopify-powered e-commerce website.

Differentiator

Problem solved

Functional benefit

Products and services

• Dresses Collection A range of women's dresses including midi, maxi, cocktail, A-line, wrap, and fit-and-flare styles in fabrics such as chiffon, georgette, and crepe, covering casual, semi-formal, and occasion-wear categories. Targeted at women aged 18-45 in India shopping for personal western wear.
• Tops Collection Women's tops including blouses, tunics, peasant tops, kaftan tops, and casual tops in various styles and fabrics (rayon, georgette, cotton) with sleeve variations such as puff, bell, and sleeveless. Targeted at women in India seeking everyday and occasion-wear tops.
• Shirts Collection Women's shirts including casual, formal, oversized, and printed styles in cotton and cotton blends, with various sleeve lengths and collar types. Targeted at women in India needing everyday and workwear shirts.
• Bottoms Collection Women's bottoms including pleated, maxi, pom-pom, and trumpet skirts along with shorts, available in various colors and sizes. Targeted at women in India shopping for western-style bottoms.
• Jackets & Blazers Collection Women's outerwear including denim jackets, blazers, shrugs, and eyelet shirts, offered in limited styles and sizes. Targeted at women in India seeking western-style outerwear and layering pieces.
• Elite-Collection (Luxury Dresses) A premium sub-brand offering higher-end, embellished, and embroidered dresses at higher price points (Rs. 2,500-3,499), targeting occasion-wear and formal events for women in India.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• MeeshominorChannel Partner/ Reseller/ DistributorSocial commerce marketplace partnership enabling 250 Designs products to reach Meesho's extensive network of resellers and individual buyers across India.
• FlipkartminorChannel Partner/ Reseller/ DistributorMarketplace distribution partnership through India's leading e-commerce platform, providing access to Flipkart's established customer base and logistics infrastructure.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Aurelia (TCNS): TCNS Clothing's Aurelia offers contemporary women's wear with strong e-commerce and marketplace distribution in India, overlapping on women's everyday and occasion wear pricing tier.
• Global Desi: Indian women's ethnic-fusion and contemporary brand selling through marketplaces and own site; comparable mid-market positioning and multi-channel playbook.
• Limeroad: Indian fashion marketplace and D2C platform focused on women's everyday and western wear, often featuring indie brands similar in size and assortment to 250 Designs.
• Tokyo Talkies: Indian D2C and marketplace women's western-wear brand selling dresses, tops, and co-ords at affordable price points across Meesho and Flipkart — near-identical positioning, channels and price band to 250 Designs.
• Biba: Established Indian women's apparel brand with strong D2C and marketplace presence across price points — comparable omni-channel structure and target woman, although stronger in ethnic wear.
• AND (by M-Brand Fashion): Indian contemporary women's western-wear label (part of M-Brand / Aditya Birla group) selling dresses, tops, blazers — overlapping assortment with 250 Designs' core categories but at a higher price tier.

Broad incumbents

• Ajio: Reliance-owned fashion marketplace with a strong women's western-wear assortment and own private labels (AJIO, Trnd). Direct channel competitor to 250 Designs on Meesho/Flipkart-style value shopping.
• W (TCNS Clothing): TCNS Clothing's W brand is a women's western-wear omni-channel player in India with both retail stores and online, competing in the same 'everyday to occasion' dressing occasion that anchors 250 Designs' positioning.
• Myntra: India's largest fashion e-commerce marketplace (Flipkart-owned), selling women's western wear across hundreds of brands including private labels. Competes with 250 Designs for the same shopper and is one of its listing channels at the same time.
• Vero Moda India: Bestseller-owned women's western-wear brand in India with significant e-commerce presence; comparable product mix (dresses, tops, jackets) but at a premium price band.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/designs_250
• Xx.com/Designs250
• Facebookfacebook.com/250-Designs-109673010537143
• LinkedInlinkedin.com/company/ritika-styles-llp

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 250 Designs