Rajshree Upadhyaya | Jaipur | Business Remedies | WomanLikeU was founded by Zoheib Jilani and Shrijal Dave with the vision of redefining inclusive vacation wear fashion for Indian women. In an industry where clothing sizes and styles often revolve around narrow beauty standards, the founders set out to create a brand that celebrates real women and their diverse body shapes.
Their venture, WomanLikeU, began with a simple yet powerful belief: fashion should empower women rather than make them feel excluded. Founded in 2019 and headquartered in Bengaluru, the brand aims to bridge the gap between stylish fashion and body positivity by designing clothes that truly fit and flatter Indian women.
Both founders brought strong fashion credentials and industry experience to the venture. Zoheib Jilani studied fashion at the National Institute of Fashion Technology and spent several years in the apparel industry, gaining deep insights into design, fabrics and consumer behaviour. Shrijal Dave, who also studied at NIFT, shared a similar passion for design and entrepreneurship.
Through their experiences and conversations with women around them, they realised that many people struggle to find fashionable outfits suited to their body types-especially when it comes to vacation wear. This understanding ultimately inspired them to build a brand focused on inclusivity and confidence.
WomanLikeU initially focused on a niche segment that was largely overlooked in India’s fashion market. The founders introduced a range of stylish vacation wear, swimwear, dresses and co-ord sets designed for different body shapes instead of a one-size-fits-all approach. Over time, the brand expanded its portfolio to include cover-ups, professional workwear and other modern wardrobe essentials that balance comfort and elegance. Each collection was created with the goal of helping women feel confident while wearing clothes that genuinely fit them.
A Technology-Driven Approach to Fashion
One of WomanLikeU’s most distinctive features is its technology-driven approach to fashion. The company introduced an AI-powered body shape calculator, a digital tool that allows customers to enter their measurements and identify their body type. Based on this information, the platform recommends clothing styles suited to the user’s body shape. This feature simplifies online shopping by reducing the guesswork often involved in selecting clothes online and helps customers discover outfits designed specifically for them. As the brand grew, it adopted a digital-first strategy, enabling it to reach customers across India. WomanLikeU sells its products through its own website as well as popular online marketplaces such as Myntra, Nykaa and Ajio.
Over time, the brand has built a loyal community of customers who resonate with its message of body positivity and inclusive fashion. Within a few years, the company served thousands of customers and witnessed repeat purchases, indicating that its approach to fashion is resonating with modern Indian consumers.
The founders eventually brought WomanLikeU into the national spotlight when they presented their business to investors on the television show Shark Tank India while seeking capital to scale the company. They asked for Rs. 1 crore in exchange for 2% equity, valuing the company at Rs. 50 crore.
Their presentation sparked discussions about branding, technology and the potential of body-inclusive fashion in India. After deliberation, entrepreneur Aman Gupta decided to support the venture with an investment of Rs. 1 crore for 3% equity along with a 2% royalty until the investment amount is recovered, providing the startup with both capital and mentorship.
Expanding the Brand’s Fashion Vision
Beyond its core offerings, the founders have also experimented with expanding their fashion vision through a premium line called “Waves by Shrijal.” This collection focuses on stylish resort-inspired outfits designed for women seeking elevated vacation fashion. The move reflects the company’s broader ambition to become a complete destination for modern travel wear, rather than remaining only a niche swimwear label. Today, WomanLikeU operates as an active fashion startup based in Bengaluru, with a growing presence in India’s direct-to-consumer (D2C) apparel market.
By combining thoughtfully designed clothing with technology and maintaining a clear mission of celebrating real body types, Zoheib Jilani and Shrijal Dave have built WomanLikeU into a brand that encourages women to embrace their identity while enjoying fashion that truly feels made for them.
