Campus Sutra: internationalization of an Indian online fashion brand

What is it about?

Campus Sutra is one of India’s biggest bootstrapped online fashion retail brands. In 2017, the company embraced the internationalization journey, but it turned out to be an unsuccessful adventure. However, convinced of the international fashion market's potential, the founders re-entered the global market in 2019 with an improved business strategy. The second entry turned out to be successful. As the co-founders plan their expansion in the international market, they reflect on the trade-offs they must make to arrive at the right balance between domestic and global markets. They realize the need to segregate the operations that could support domestic and international markets and those that need to be market-centric. This case provides the context of India’s online fashion retail market and its growth drivers with a special focus on the fast fashion business model. The core issue of the case is whether the company should expand in the global market or penetrate deeper into the Indian market to leverage its decade-long experience, strengths, and resources in the domestic market.

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