What is EasyBuy's vision for digital presence?

Our immediate focus remains on expanding our physical footprint, but digital plays a critical role in how we engage and inspire consumers. We’re using social media and influencer collaborations to connect authentically with Gen Z audiences, focusing on storytelling that feels real, relatable and community-driven. We’re also evaluating quick-commerce and omnichannel partnerships to extend our reach where it makes financial sense. The idea is not to chase digital scale blindly, but to use it meaningfully: to amplify our brand voice and build lasting consumer relationships.

Mr. Karan Mehta, CEO, EasyBuy talks about Democratizing Fashion for Modern India

From being a small apparel category within SPAR hypermarkets to becoming one of India’s fastest-growing standalone value fashion formats, EasyBuy’s journey is a story of focus, discipline, and evolution — one that has now been recognized by the BARC Asia platform, which celebrates Prestigious Brands and transformative leaders shaping modern India.

At the centre of this transformation is Mr. Karan Mehta, a young leader who believes in building quietly, executing relentlessly, and letting the core fundamentals and CVP speak louder than advertising. Over the few years, EasyBuy has redefined affordable fashion space in India by blending sharp pricing, quality product, and technology-led agile supply chain to make everyday fashion accessible for all. 

In this conversation, Karan reflects on his leadership journey, the role of innovation and technology in EasyBuy’s growth, and how the brand continues to stay relevant in a rapidly changing fashion retail landscape.

Karan Mehta​

CEO, EasyBuy

As a leader, how do you foster high-performing and empowered teams? Can you share some success stories?
Empowerment at EasyBuy comes from trust and accountability. I have a very entrepreneurial approach to the business and I believe in giving teams the autonomy to take ownership, make decisions, and learn through execution. Cross-functional collaboration has been key. Whether it’s launching large-format stores on tight timelines or implementing agile tech across functions, our success stories are driven by shared purpose. “Culture is built in the everyday, in how people decide, collaborate, and show up for each other. That’s where transformation truly begins.”

What key lessons have you learned across your 17-year journey in the retail industry?

Retail is a masterclass in resilience. It’s taught me that discipline, empathy, and adaptability are the most powerful assets a leader can have. The most valuable lessons? Stay close to the consumer. Execute relentlessly. Build consistency over speed. Growth that lasts is built through one customer, one team, one store at a time. Above all, I’ve learnt that retail is, and will always be, about people: customers, partners, and teams. Their trust defines the trajectory of any brand.

How does the consumer-first approach influence product and channel strategy at EasyBuy?

Our philosophy is simple: value lies in the product, not in the packaging around it. This mindset drives everything we do, from clean, inviting, and easy to navigate store layouts to disciplined pricing and trend adoption based on real consumer behaviour. We use data-led insights and on-ground feedback to understand what consumers truly want. Our design and assortment decisions are driven by digital trendspotting, not just traditional forecasting. This consumer-first ethos ensures that every EasyBuy store feels contemporary, relevant, and consistent in the value it delivers.

What are some of the important strategic priorities for EasyBuy over the next three to five years?

Our strategic priorities revolve around profitable, sustainable, and tech-enabled growth. Over the next few years, we’ll continue expanding in Metros and new regions like the West and North, led by large-format stores that offer the full EasyBuy experience. We’re strengthening our backend through superior planning, improved supply chain efficiency, and smarter merchandising systems. At the same time, we’re deepening consumer engagement through relatable storytelling, frequent product refresh, and fashion edits that speak their language. While physical retail remains at our core, we’re also evaluating digital and quick-commerce models that complement our store network. For us, technology will be the bridge between operational excellence and consumer relevance. “We’re not chasing scale; we’re building strength. Every new store must add to the bottom-line, not just footprint.”

How is EasyBuy incorporating innovation into its product development and business processes?

At EasyBuy, innovation is rooted in pragmatism and purpose. We leverage tech across the value chain, from trend prediction to production to in-store navigation. AI and data analytics help us anticipate demand, improve sell-through, and maintain fortnightly freshness in our stores. Our process innovations, including direct vendor partnerships, smart sourcing, and real-time replenishment, enable us to stay nimble and cost-efficient. On the shop floor, digital dashboards and automated systems make operations seamless. Ultimately, innovation at EasyBuy isn’t always about doing something new or out of the box; it is about getting the basics right by effectively utilising the resources available at hand and integrating technology/tools in our everyday tasks to improve overall efficiencies.

What has been your most significant achievement as the CEO of EasyBuy?

Transforming EasyBuy from a category within SPAR hypermarkets into a formidable player in the large and rapidly growing Value Fashion Space has been the most fulfilling milestone. Leading this evolution, expanding into new markets, connecting with a younger audience, and maintaining profitability reflects our team’s unwavering belief in the brand’s purpose. Remaining profitable while investing consistently in quality and sustainable scale has been a collective triumph. “The real success isn’t in how fast you grow, but in how consistently you deliver value as you grow.”

With value fashion emerging as a major trend, how do you see it shaping the Indian retail landscape?

Value fashion is no longer a segment; it’s the pulse of Indian retail. With the advent of internet and social media even in the remotest parts of the country, aspirations are rising every day and consumers are seeking meaningful, easy fashion that combines quality, comfort, and affordability. This trend is driving the organized retail shift across the aspirational middle class and younger consumers. EasyBuy stands at the forefront of this evolution, offering everyday fashion that’s functional, stylish, and proudly affordable. “Value fashion isn’t about less; it’s about giving more for what people pay. It’s the most democratic form of retail.”

What shaped your journey into the corporate retail sector?

From the very beginning, I knew I wanted to build something that connects deeply with people and stays relevant today and in the longer term. Retail gave me that opportunity; it’s one of the few industries where every decision almost immediately impacts customer behaviour. The energy, speed, and the ability to see the results of your work every day continues to excite me even today. Being from a business family myself, I chose a different route, stepping into the corporate world out of curiosity and ambition. My MBA in Marketing with a specialization in Retail from the S.P. Jain Centre of Management gave me the strategic foundation, but it was the early exposure to dynamic market environments that shaped my leadership DNA. Over the last 17+ years, I have had the opportunity to work across various segments, value, premium, and luxury, different markets (local & global), different lifestyle categories and led varied functions with leading MNCs. Each role gave me a different perspective, taught me agility, consumer empathy, and operational discipline, qualities that now guide me as I lead EasyBuy in our mission to democratize fashion and make contemporary styles accessible to millions.

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What have been some key areas of focus in establishing EasyBuy as a leading affordable fashion destination in India?

From inception, our focus has been clear: accessibility, affordability and building a strong relationship of trust with the customer. In short, our mantra was to deliver genuine value without compromising quality. To do that, we strengthened our sourcing model, focused on packing great value into our product, exposed our design/buying teams towards latest market trends and valuable customer feedback, and integrated technology into almost all of our processes in order to improve efficiency and become more agile. We made deliberate choices early on, avoiding vanity spends on celebrity endorsements or high-decibel campaigns. Instead, every rupee was reinvested into improving design, quality, and pricing. Our disciplined expansion in Metros and Tier 1 cities, along with frequent assortment refresh and strong supplier partnerships has helped EasyBuy emerge as a trusted name in value fashion. “We built EasyBuy without the noise; no frills, just consistent delivery of value. That discipline is our biggest differentiator.”