New Delhi: Harfun, a men’s workwear startup, is planning to expand its presence through offline and online channels. With expansion plans in place, it aims to reach a gross merchandise value (GMV) of Rs 100 crore by the end of the next fiscal year, said Saurabh Agrawal, co-founder and CEO of Harfun in an interaction with ET Retail.
The company is gearing up to launch its first experiential store in Delhi NCR next month. “For us, the channel is just a means to reach consumers. While D2C has allowed us to connect with customers directly, we recognize the need to expand across multiple touchpoints,” Agrawal said.
The brand is also in talks with additional marketplaces and is open to entering quick commerce platforms to cater to evolving consumer needs. Furthermore, Harfun is planning to expand into the Dubai market in the next quarter as part of its global outreach.
Currently, the workwear brand is operating at an annual recurring revenue (ARR) of Rs 50 crore and monthly recurring revenue (MRR) of Rs 4 crore. The company aims to close FY25 with Rs 25 crore in revenue and double its ARR to Rs 100 crore by CY25, it shared. Despite the festive season having minimal impact on its sales due to its season-agnostic product line, the brand is confident about scaling further.
Harfun has served nearly one lakh customers, with a significant portion of demand emerging from tier-1 and tier-2 cities. “While our efforts are largely targeted at tier-1 cities, we see about 35% of our sales coming from tier-2 markets,” Agrawal noted. Southern India remains a key region contributing to Harfun’s growing customer base.
Seeing a growing competition in the D2C segment, the brand differentiates itself through its focus on functionality over fashion. Agrawal said, “Our goal is to solve real consumer problems rather than just selling garments. The consumer mindset is shifting towards utility and convenience over vanity, and that aligns with our brand philosophy.”
While online channels remain the core of its strategy, the workwear startup is keen on leveraging technology and research. “We are investing in research collaborations with educational institutions, including those in Japan and Thailand, and exploring technology-driven product innovations,” Agrawal shared. It also plans to explore influencer marketing and digital media campaigns to strengthen its reach.
Looking beyond India, Harfun plans to pilot its international expansion in the next quarter, with Dubai as one of its first markets. Agrawal stated, “We are evaluating potential markets and will begin with a smaller base through our D2C model.” However, he stressed that consumer needs would remain the primary focus over channel selection.
