To launch a fashion brand in India, it's crucial to offer something unique that sets you apart in a crowded marketplace. Backed by Amar Nagaram, Former Myntra CEO and Flipkart SVP, VIRGIO possesses deep industry expertise, resources, and vision needed for success. With the debut of its plus-size collection, Beyond the Curve, the brand is not merely attracting attention; it is reshaping the narrative around fashion, inclusivity, and body positivity.
Born from conversations, not concepts
VIRGIO’s Beyond the Curve emerged not from a boardroom, but from meaningful conversations. Nagaram, the visionary behind the homegrown fashion brand, told afaqs! that the collection was inspired directly by the voices of the customers, particularly addressing the challenges they face.
“One thing that we do religiously at VIRGIO is keep talking to consumers who visit our platform—people who buy and who don’t buy,” said Nagaram, co-founder and CEO. “A common thread was women saying: ‘I love your brand, but you don’t have my size.’ That became our call to action.”
Through insights collected from active buyers and those who abandoned their carts, the brand uncovered a significant gap: Indian women in larger sizes were struggling to find stylish, well-fitting clothing crafted from comfortable, breathable fabrics.
He pointed out that many brands approach plus-size fashion as an afterthought, simply enlarging existing patterns in a straightforward way, failing to capture the true variations in real bodies as they grow beyond a certain size.
So instead of simply scaling existing designs, VIRGIO built a new size grid from the ground up. “Bodies aren’t a linear gradient,” Nagaram said. “So, we needed a design-first, bottoms-up approach.”
Anjali Anand joined in as a co-creator
The turning point came when Nagaram met actor Anjali Anand, celebrated for her performances in Rocky aur Rani ki Prem Kahani, Dabba Cartel, Kulfi Kumar Bajewala and many more. Known for her confidence and style, Anand wasn’t pitched to—she was invited to co-create.
“We connected instantly on the need for more inclusive fashion. It wasn’t even a formal pitch—we just said, ‘Let’s do this,’ right there,” he shared.
Anand, having designed her own outfits for years due to limited options, brought both advocacy and personal design sensibilities to the table.
“This was my calling. With Beyond the Curve, I finally get to give other women the freedom I gave myself—to wear something stylish, flattering, and joyful, not just ‘what’s available,’” she added.
Anand’s role isn’t just limited to content creation. She personally styles, tests, and tweaks each piece herself. “If it doesn’t spark joy, we scrap it,” she said. The result is a collection made not just for curvy women, but by one—rooted in lived experience.
Small batches relying on big insights
VIRGIO operates on a lean inventory model—making micro-lots, testing reactions, and scaling accordingly. That approach helps them avoid the massive waste that plagues fast fashion.
“Our inventory model is intentionally low,” Nagaram explained. “We make according to demand, not in bulk. The system tracks which styles are picking up and we respond accordingly. That’s why our delivery timeline is still just 3 to 5 days.”
“There are dresses we made just 20 of, thinking they’d be slow movers. Suddenly some celebrity wears one and it goes viral. We’ve scaled some of those up to 12,000 units,” Nagaram shared.
The initial launch was invite-only—not for exclusivity, but to observe real demand. “We expected 500 signups. We crossed 10,000,” he said. The invite wall has since been removed, and all drops are now open to the public.
Currently, customisation isn’t offered, but it’s in the pipeline. “We’re working on a supply chain that allows made-to-measure clothing without a 30-day wait. Our vision is to let women break free from rigid size grids,” he added.
Sustainability beyond buzzwords
While many fashion brands claim to be sustainable, VIRGIO’s approach transcends mere fabric. “A 100% cotton tag isn't equally sustainable,” said Nagaram. “What matters is minimising waste—especially unsold inventory.”
The team leverages data to accurately predict demand, ensuring they produce only what is certain to sell. By implementing an intelligent supply chain, they can swiftly adapt to trends almost real-time.
To maintain a competitive edge, VIRGIO has developed an internal system dubbed TESLA (Trend Early Signal Learning and Analysis). It constantly monitors global fashion cues, from seasonal changes to celebrity events.
“You’d be surprised how many photos we captured from Jeff Bezos’ wedding—just to track trending silhouettes, colours, and accessories,” said Nagaram. “That insight goes into our design boards in real-time.”
One of the core principles of Beyond the Curve is fairness: all sizes, from 2XL to 6XL, are priced the same. And unlike other labels, they avoid labels themselves. “We made a conscious decision not to call this a ‘plus-size’ line,” Anand explained. “It’s just fashion. Fashion for all.”
Offline expansion—and mall operators are taking note
The brand’s traction is translating to physical retail as well. Several major malls—historically reluctant to accommodate plus-size brands—are now requesting Beyond the Curve.
“Operators told us outright—there’s nothing for curvy women in malls,” said Nagaram. Anand added, “I go shopping and end up buying earrings or shoes. That has to change.”
VIRGIO has successfully launched its first store and is set to unveil new locations in Ahmedabad within the next 10 days, followed by openings in Mumbai, Surat, and Delhi by September. Beyond the Curve is now available internationally on Namshi and 6th Street in the UAE, with additional global platforms on the horizon.
Marketplace requests are on hold—for now
Platforms such as Myntra, Nykaa Fashion, and Ajio are keen to onboard Beyond the Curve. But for now, VIRGIO is focusing on scaling its own infrastructure. “Demand on VIRGIO.com alone is keeping us busy. We want to grow mindfully,” said Nagaram.
The rest of the collection is already live on these platforms.
Beyond the Curve isn’t driven by influencers; it’s inspired by women who embody the essence of the brand. Anand personally dons the pieces every day and interacts directly with her customers.
“You’ll see us hosting feedback sessions where I sit with women and ask what worked, what didn’t,” she said. “That’s how we’ll improve—with real people, not vanity metrics.”
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