What Being Human Clothing does

Being Human Clothing is an Indian direct-to-consumer fashion brand headquartered in Mumbai, founded in 2014 in association with Bollywood actor Salman Khan and the Being Human charitable foundation (established 2007, focused on healthcare and education). The brand sells men's and women's apparel, accessories, and innerwear through its Shopify-powered e-commerce storefront (beinghumanclothing.com), marketplace channels, and physical retail reachable via a store locator, with free shipping within India. Products span tops (sweatshirts, hoodies, shirts, T-shirts, jackets), bottoms (jeans, trousers, shorts, chinos, cargos, track pants, leggings), and accessories (belts, wallets, caps, bags, socks), offered across fits from XS to 5XL at price points ranging approximately ₹309 to ₹4,499, with frequent markdowns of 50-80%.

The brand's commerce stack is operated on Fynd's AI-native retail platform (backed by Reliance Retail Ventures), integrating an Order Management System, Kaily AI-powered conversational commerce across web, mobile, and WhatsApp, and AI-led catalogue tools (AI Snap, AI PIM) built on OpenAI's GPT-5.4 and GPT-5.4 Mini models. Under a peak load, the platform handled 115,000 customer interactions across a three-day sale and absorbed a six-fold order spike without operational stress. GreenHonchos operates as the parent/operating entity behind the storefront.

The revenue model is straightforward one-time product sales to end consumers in India, with no subscription or membership tier identified. Customer segments are horizontal: men aged 18-45 (primary) and women aged 18-40 (secondary), both seeking affordable, trendy casual wear. The brand's commercial differentiation rests on its celebrity-founder association and charitable mission rather than on technology, pricing power, or proprietary design IP, and it competes in a crowded Indian value-fashion segment where sustained heavy discounting is the norm.

Name

Being Human Clothing

Legal name

Being Human Clothing

Website

https://beinghumanclothing.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Being Human Clothing is an Indian D2C fashion brand selling men's and women's apparel, accessories, and innerwear online and through physical stores. Founded by Salman Khan and linked to the Being Human charitable foundation, it serves value-conscious Indian consumers with affordable casual wear.

Ownership category

akta.pro rank

Product category

Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

akta.pro secondary industries

Women’s Apparel Retail (CRAAABAB), Streetwear & Contemporary Apparel Retail (CRAAABAM)

Keywords

• Fashion apparel
• Men's clothing
• Women's clothing
• Direct-to-consumer retail
• Casual wear

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Apparel and Fashion Product Sales: Direct-to-consumer sales of men's and women's clothing, accessories, and innerwear through owned e-commerce storefront and marketplace channels. Revenue generated through one-time product purchases at various price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Being Human Clothing is an Indian direct-to-consumer fashion brand that designs, brands, and sells men's and women's apparel including tops (sweatshirts, hoodies, shirts, T-shirts, jackets), bottoms (jeans, trousers, shorts, chinos, cargos, track pants, leggings), accessories (belts, wallets, caps, bags, socks), and innerwear. The brand sells its own branded products through its e-commerce storefront, marketplace channels, and physical retail stores at affordable price points (₹309 to ₹4,499), with frequent heavy discounting of 50–80% off.

Product overview

Being Human Clothing is an Indian D2C fashion brand founded by Salman Khan in association with the Being Human Charitable Foundation. The brand offers a comprehensive clothing portfolio for men and women across topwear (sweatshirts, hoodies, shirts, T-shirts, jackets), bottomwear (jeans, trousers, shorts, chinos, cargos, track pants), accessories, and innerwear. The products span various fits (regular, slim, moderno, jogger, boot cut) and are available across men's and women's categories. The brand operates through its own e-commerce platform powered by Fynd's AI-led commerce stack, including Order Management System, Kaily AI-powered customer engagement, and AI-led catalogue tools. Being Human Clothing positions itself as a value-driven fashion brand with charitable ties, funding healthcare and education initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Topwear Men's topwear including sweatshirts, hoodies, shirts, T-shirts, and jackets, available in regular, slim, and moderno fits, across multiple colors and sizes XS to 5XL. Targeted at men aged 18–45 seeking affordable, trendy casual wear.
• Men's Bottomwear Men's bottomwear including jeans, casual trousers, shorts, chinos, cargos, and track pants available in slim, regular, jogger, boot cut, and anti-fit styles. Targeted at men aged 18–45 for everyday casual and seasonal wear.
• Men's Accessories Men's accessories including belts, wallets, caps, bags, and socks, sold as add-on items to complete the casual wardrobe.
• Men's Innerwear Men's innerwear including briefs and trunks, completing the men's apparel portfolio.
• Women's Topwear Women's topwear including tops, T-shirts, polo neck shirts, and jackets available in slim, loose, and boxy fits across multiple colors. Targeted at women aged 18–40 seeking contemporary casual fashion at accessible prices.
• Women's Bottomwear Women's bottomwear including jeans, track pants, and leggings available in slim straight, boot cut, wide leg, and boyfriend fits, with multiple color options.

Quantifiable outcome

• Managed six-fold spike in orders during peak seasonal sales without operational stress
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• FyndcoreTechnology or Integration · 10 February 2026Fynd, an AI-native retail technology company backed by Reliance Retail Ventures, partnered with Being Human Clothing to power the brand's end-to-end digital commerce and operations platform. The partnership integrates Fynd's AI-driven commerce stack including Order Management System, Kaily AI-powered customer engagement, and AI-led catalogue tools (AI Snap and AI PIM). This technology partnership enabled Being Human Clothing to manage a six-fold spike in orders during peak seasonal sales without operational stress.
• GreenHonchoscoreOthersGreenHonchos is identified as the parent/operating company behind Being Human Clothing, appearing in the website footer as the business entity operating the e-commerce platform.
• Salman KhancoreOthersBollywood actor Salman Khan is the founder of the Being Human charitable foundation and the brand ambassador/creator behind Being Human Clothing. The brand is directly associated with Khan's celebrity status and charitable mission, with the kitchen van being part of his film production activities.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bewakoof: Indian D2C casual apparel and lifestyle brand selling trendy men's and women's clothing at accessible prices. Direct peer because it competes in the same value-priced, online-first, mass-Indian casual apparel category.
• The Souled Store: Indian D2C casual and pop-culture apparel brand selling men's and women's clothing online. Direct peer due to overlapping digital-first model, similar price band, and shared focus on trendy casual wear for young Indian consumers.
• HRX: Indian celebrity-backed athleisure and casual apparel brand founded by Hrithik Roshan. Direct peer because it shares the Bollywood-celebrity + mass-market D2C apparel model targeting Indian consumers seeking trendy, affordable fashion tied to a star identity.
• Biba: Leading Indian women's ethnic and casual apparel brand with both offline and online presence. Peer because it competes for the same Indian female consumer spending on accessible, trend-driven casual wear and contemporary styles.
• W for Woman: Indian ethnic and contemporary women's apparel brand. Direct peer where Being Human's women's line overlaps, particularly in bottoms, tops, and casual wear at accessible price points within the Indian market.

Broad incumbents

• Zara India: Inditex-owned global fast-fashion retailer with a significant India footprint. Broad incumbent because it competes for the same trend-conscious Indian consumer with broader international brand cachet and established supply chain.
• Myntra: India's largest fashion e-commerce marketplace operated by Flipkart/Walmart. Broad incumbent because Being Human likely distributes via marketplaces (per its Fynd marketplace integration) while also competing indirectly for the same Indian online fashion consumer.
• Ajio: Reliance Retail-owned fashion marketplace in India. Broad incumbent and ecosystem counterpart given Reliance's stake in Fynd (Being Human's tech partner), creating potential distribution and competitive overlap.
• H&M India: Global fast-fashion retailer with extensive physical and online presence in India. Broad incumbent competing for the value-conscious Indian consumer seeking trendy casual apparel at similar accessible price points.

Emerging players

• Snitch: Indian D2C men's fashion brand rapidly scaling with trendy casual wear at accessible prices. Emerging player with strong overlap in men's casual apparel target market and D2C distribution model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bebeinghuman
• YouTubeyoutube.com/user/beinghumanclothing
• Facebookfacebook.com/beinghumanclothing
• Instagraminstagram.com/beinghumanclothing
• LinkedInlinkedin.com/company/being-human-clothing-fafh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Being Human Clothing