How this Bengaluru youth’s startup makes Rs40 lakh selling streetwear from a cart

Before admission to the B.Com course at St. Joseph’s College of Commerce in Bengaluru, Nandan Renukkappa made custom jackets and hoodies for colleges in bulk. The work during his pre-university years gave him an understanding of how fashion works. That was 2021.

Today, this 23-year-old clocks an annual turnover of Rs40 lakh selling streetwear on weekends in Namma Bengaluru on just a cart. His brand 'Untamed Streetwear', launched in September 2022, operates India’s first-ever streetwear cart. 

An ice cream cart on Church Street motivated Nandan to start something similar. Currently a sole proprietorship, Untamed Streetwear is set to become a private limited company. 

Also Read: On a bullock cart to the world: How this Jaipur man set up a successful blue pottery business
 
Streetwear is fashionable, casual clothing like sneakers, hoodies, and graphic tees, influenced by youth and urban culture. Comfortable and trendy, streetwear allows for personal expression and individuality.

Bridging the fashion gap on a cart

“I had no knowledge about the clothing industry, designs, graphics, or materials. However, I noticed that Indian brands belonged to either the luxury segment or were basic merchandise; there was nothing in between that offered global-level quality. That’s where I saw a potential,” Nandan tells 30Stades.

“We design and produce our own clothes. Our in-house studio does printing/finishing, with some manufacturing sourced to local partners. We sell direct-to-customer through the cart. Our truck will be launched shortly, and we also plan to sell our merchandise online, focusing on pan-India supply,” says Nandan.

"Our main customers are Gen Z and millennials, says Nandan, adding, “people who want more than just a shirt; they want a vibe.” 

Currently, Untamed Streetwear sells around 40 designs of tees, hoodies, cargos, and accessories, with prices ranging from Rs 899 to 3,499.

Nandan’s six-member team oversees the studio, which functions as a factory and office. It has the required machinery to manufacture the products in-house. As a first-generation entrepreneur with no family business background, Nandan’s enthusiasm is key to propelling the business forward. “My mom is my single biggest supporter,” says Nandan.

Also Read: How sustainable fashion brand Kiniho is empowering women weavers of Meghalaya

Experiments that led to the startup

His brand, however, wasn’t some big ‘startup idea.’ “It came from experimenting. While doing my pre-university course, I made custom jackets/hoodies for colleges in bulk. Then I dabbled in various ventures; I tried launching a food business, but it flopped. Then I operated an event management company (Untamed Media), but lost money. I had no clue what I was doing. But those failures taught me how to run things,” says Nandan.

“I wanted to do something bigger. I dropped out of first year, worked on myself, went to the gym regularly, focused on self-growth, and then asked myself, Why not start a clothing brand?"

Nandan admits it was messy initially. 

“So I paused, learned more, and saved money. I did random jobs. I sold stickers and posters on Church Street, delivered food on Zomato, literally anything to stack up capital,” he says.

“When I relaunched Untamed Streetwear as India’s first-ever streetwear cart, the response was crazy,” laughs Nandan. 

According to Nandan, Untamed Streetwear isn’t just about clothes; it’s about creating an experience. “Streetwear for me reflects culture and freedom. In India, people consider it “casual wear.” But actually, it’s attitude, identity, art. That’s why I chose it.”

“Right now sales are around Rs3-4 lakh just through weekends,” beams Nandan. The Untamed Streetwear cart attracts customers in Indiranagar and Church Street. 

“It is completely bootstrapped, with no outside funding. The initial funding of Rs 1 lakh came from my side hustles, and the current annual turnover is around Rs 40 lakh, and growing rapidly!” says Nandan. 

Also Read: How Okhai handcrafted a success story with 25,000 rural women artisans and one e-commerce platform

Nandan says the market is competitive, but most brands just “sell clothes.” We sell culture + experience.”

He has major plans for his business. “In the short-term, we plan to launch the truck and also grow the business online,” while his mid-term plan is to make “Untamed the streetwear brand of India.” His long-term goal is to take it globally, forge collabs, and provide lifestyle experiences.

As the founder of Untamed Streetwear, young Nandan’s cart-based streetwear venture is proof that a simple college project can be transformed into a thriving business with the right planning, and most importantly, genuine enthusiasm.

(Rama Devi Menon is a Hyderabad-based independent journalist, bird conservationist and animal rights advocate)

Also Read: From Rs 25 per day to Rs 40 lakh revenues, how Bhavini Parikh set up a sustainable fashion business with textile waste

Look up our YouTube Channel