Rajshree Upadhyaya | Business Remedies | By launching the sustainable streetwear brand Offmint in India, Ashutosh Roy has established his identity. When he stepped into the world of entrepreneurship, he not only had a big ambition but also carried the burden of a difficult past and a firm determination to rewrite his story. Before starting Offmint, he appeared on Shark Tank India with an earlier fashion venture, but he was disappointed when he did not receive equity in that business. On the same day his previous episode aired, his father also passed away. That turning point became the foundation of a new beginning. In January 2024, Ashutosh co-founded Offmint with London-based designer Rani Ahluwalia and set a goal to build a brand that stands for ownership, individuality and resilience. Offmint was envisioned as a unisex multi-category fashion brand designed to bring contemporary street style to young Indian customers.
From the beginning, the company focused on creating oversized T-shirts, hoodies, jackets and everyday streetwear essentials that combined global aesthetics with affordability. The founders prepared the brand not only to serve metro cities but also aspirational customers in tier-2 and tier-3 markets who were looking for stylish yet accessible fashion. The idea was simple but powerful: to democratize expressive fashion without compromising on quality. One of the most distinctive aspects of Offmint in its early days was its thoughtful approach. Every order included a seed pen, encouraging customers to plant it after use. This small but symbolic gesture reflected the brand’s sustainability intent in an industry often criticized for overconsumption and waste. Instead of treating sustainability as an afterthought for marketing, Offmint integrated it into the customer experience, strengthening its story of responsible fashion.
Offline expansion with a physical retail store in Delhi
Operating from Noida, the company adopted a strong direct-to-consumer model. Most of its sales came through its own website, allowing better control over branding, margins and customer engagement, while additional sales came from online marketplaces. Within a few months of launch, the brand reported consistent revenue growth, indicating product-market fit among young buyers. By the end of 2024, Offmint expanded offline with its first physical retail store in Delhi, offering customers an immersive brand experience beyond digital platforms. One of the most important moments for Offmint came in early 2025 when it appeared on Shark Tank India Season 4. In a move that surprised both viewers and investors, Ashutosh asked for just 10 rupees in exchange for 1 percent equity. This symbolic demand made it clear that he was seeking mentorship and strategic support rather than capital. His pitch combined business clarity with emotional honesty, where he spoke about his past failures and the lessons he learned from them.
Brand remains active through online and retail expansion
The sharks responded positively to both the numbers and the story. In a rare joint offer, all five sharks Anupam Mittal, Namita Thapar, Peyush Bansal, Aman Gupta and Vineeta Singh together invested 10 lakh rupees for 4 percent equity, valuing Offmint at 2.5 crore rupees. This deal provided not only funding but also validation and access to networks that could accelerate scale. Offmint is currently operational and expanding its presence in the Indian fashion market. The brand remains active through online channels and retail expansion, continuously launching new clothing and accessory collections aligned with its streetwear identity. Offmint’s journey is more than just a startup story. It reflects a founder’s agency in building a purpose-driven brand and proves that resilience and clear vision can transform personal struggles into a growing fashion business.
