Jaipur: The Indian fashion industry is witnessing a shift in the way apparel businesses are building and scaling their brands. While manufacturing continues to remain the backbone of the industry, an increasing number of businesses are exploring opportunities to move closer to the consumer and build their own fashion identities.

Vani Lifestyle, a women’s apparel manufacturing company founded by Avi Gupta, is taking a similar path. After establishing itself in the B2B segment over the past four to five years, the company has now entered the direct-to-consumer space with the launch of Baano Studio, a consumer-facing fashion brand led by Co-founder Shivani Rawat.

The move marks an important evolution for the company—from primarily manufacturing for other businesses to also building a brand that can directly engage with consumers.

A Manufacturing Foundation

Vani Lifestyle began its journey with a focus on manufacturing women’s apparel for the B2B market. Its product portfolio includes categories such as kurtis, palazzos, coordinated sets and other women’s garments, serving retailers, wholesalers, distributors and fashion businesses.

Over the years, the company has expanded its manufacturing operations and moved to a two-factory setup, allowing it to build a larger production infrastructure and cater to growing business requirements.

For founder Avi Gupta, the manufacturing business has provided the foundation for the company’s next stage of growth. Rather than remaining limited to supplying products to other brands and retailers, Vani Lifestyle is now using its experience within the apparel ecosystem to explore the consumer side of the industry.

Entering the D2C Fashion Space

The launch of Baano Studio represents this new direction.

Led by Co-founder Shivani Rawat, Baano Studio has been established as a D2C fashion brand with a focus on connecting directly with consumers. The venture gives the group an opportunity to create its own brand identity, understand consumer preferences firsthand and participate in the rapidly evolving digital fashion market.

For Shivani Rawat, leading Baano Studio represents a different side of the fashion business—one that goes beyond production and focuses on how consumers discover, experience and connect with a brand.

The D2C model also allows the company to gain direct insights into consumer behaviour, including preferences around designs, styles, collections and purchasing patterns. These insights can potentially complement the manufacturing expertise that Vani Lifestyle has developed through its B2B operations.

Two Sides of the Same Fashion Business

The development of Baano Studio does not replace Vani Lifestyle’s B2B operations. Instead, the two businesses represent different sides of the same fashion ecosystem.

Vani Lifestyle continues to operate as a manufacturing-focused business, working with other businesses and supplying women’s apparel across categories. Baano Studio, on the other hand, gives the group a direct connection with the end consumer.

This combination creates an interesting model for an apparel company—one that has visibility across manufacturing, wholesale and increasingly, the consumer market.

It also reflects how the boundaries between manufacturers and fashion brands are becoming less defined. With access to production capabilities, market understanding and digital distribution, manufacturers have an opportunity to develop their own brands and establish a direct presence in the market.

Looking Beyond Manufacturing

Vani Lifestyle’s journey over the last four to five years has been centred around building its manufacturing business. Its recent expansion into the D2C segment signals a broader ambition.

Under Avi Gupta’s leadership, the company is exploring opportunities not only within the B2B apparel ecosystem but also in international markets, including business connections with Dubai and the USA.

At the same time, Shivani Rawat’s leadership of Baano Studio brings a consumer-focused dimension to the group’s growth strategy.

The combination of these two directions—strengthening the manufacturing business while developing a consumer-facing fashion brand—could allow the company to participate across multiple stages of the apparel value chain.

The Next Chapter for Vani Lifestyle

For Vani Lifestyle, the launch of Baano Studio represents more than the introduction of another fashion label. It marks a shift in the company’s vision—from being primarily behind the scenes in the apparel supply chain to also building a direct relationship with consumers.

With Avi Gupta continuing to drive the company’s manufacturing and B2B journey and Shivani Rawat leading the D2C direction through Baano Studio, the business is entering a new chapter.

As the Indian fashion market continues to evolve, Vani Lifestyle’s transition from manufacturer to a business with both B2B and D2C ambitions highlights a broader opportunity within the industry: building a fashion business that is capable of creating, manufacturing and taking products directly to the consumer.

For Vani Lifestyle and Baano Studio, the journey ahead is about building on that foundation and creating a larger presence within India’s evolving women’s fashion landscape.

Bengaluru-based technology company behind Nearwala reaches a major valuation milestone as it scales its hyperlocal commerce ecosystem across India

Bengaluru, October 2026: NearPay Innovations Pvt. Ltd., the company behind hyperlocal commerce platform Nearwala, has achieved a valuation of ₹100 crore following the successful closure of its recent investment round.

The milestone marks an important phase in NearPay Innovations’ journey as it moves towards building a comprehensive technology ecosystem for consumers, local businesses, retailers, D2C brands, regional brands and hyperlocal delivery partners.

Rather than positioning itself solely as a shopping or marketplace platform, NearPay is building an integrated infrastructure layer designed to help local businesses participate more effectively in India’s rapidly evolving digital commerce economy.

From Local Shopping to a Hyperlocal Commerce Ecosystem

Nearwala began with a simple proposition: make local businesses more discoverable, more competitive and more digitally connected to consumers.

The platform has since evolved into a broader ecosystem covering multiple aspects of local commerce.

Today, the NearPay ecosystem includes NW Shopping, NW Biz, NW Super Brand, NW D2C Super Seller, NW Flow and NW Super Store, each addressing a different layer of the local commerce value chain.

For consumers, Nearwala brings together local discovery, shopping, offers, rewards and hyperlocal services.

For businesses, the ecosystem provides digital storefronts, customer acquisition, promotional tools, loyalty and rewards, CRM capabilities, product discovery, online commerce and delivery enablement.

The company’s objective is to create a network where local businesses can retain their neighbourhood advantage while gaining access to technology traditionally available to larger digital-first companies.

Building a Digital Growth Layer for Local Businesses

NearPay Innovations believes the next phase of India’s commerce growth will not simply be about consumers moving from offline to online. It will also involve digitising the infrastructure behind millions of neighbourhood businesses.

Through NW Biz, Nearwala is building tools that help retailers and local businesses establish and manage their digital presence, engage customers, run targeted promotions and participate in online commerce.

The company’s NW Super Brand initiative focuses on helping regional and growing brands build awareness and customer engagement through hyperlocal campaigns.

Meanwhile, NW D2C Super Seller is designed to provide emerging brands and sellers with access to hyperlocal consumer markets and distribution opportunities.

Moving Beyond Dark Stores, Building Bright Stores

Another key part of NearPay’s strategy is NW Flow, its decentralized hyperlocal delivery network.

The model is designed to create a network of local delivery partners who can serve defined geographic markets and connect participating merchants with nearby consumers.

This is complemented by NW Super Store, the company’s approach to enabling existing supermarkets, grocery stores and neighbourhood retailers to function as digitally connected local fulfilment points.

The underlying idea is simple: instead of replacing local retail infrastructure, NearPay aims to make that infrastructure more digitally capable.

A Growing Hyperlocal Network

Nearwala has grown into a multi-city hyperlocal commerce network, with 7,000+ retail businesses listed across 10+ cities in India and a growing consumer community.

The company currently reports 5 Lakh+ orders processed, alongside a broader consumer engagement ecosystem that includes 1.5 lakh+ social media followers.

Together, these networks give Nearwala an expanding base through which consumers, retailers and brands can interact within the hyperlocal commerce ecosystem.

The company’s current focus is on deepening engagement within existing markets while preparing for expansion into additional Indian cities.

₹100 Crore Valuation Marks the Beginning of the Next Phase

Commenting on the milestone, Rajiv Surendran, Co-Founder & CEO, NearPay Innovations, said:

“Reaching a ₹100 crore valuation is an important milestone for NearPay Innovations, but we see it as the beginning of a much larger journey. From the beginning, our belief has been that local businesses should not have to choose between their traditional strengths and the advantages of digital technology.”

Rahul, Co-Founder CTO said:

“We are building Nearwala as a tech infrastructure that brings together consumers, local businesses, brands, sellers and delivery partners. The confidence reflected in this milestone gives us the opportunity to accelerate that vision, strengthen our technology infrastructure and expand our presence across India or even further.”

The Road Ahead

With the latest investment closure, NearPay Innovations plans to accelerate the development and expansion of its technology ecosystem, strengthen its merchant network and increase consumer engagement across its markets.

The company’s longer-term vision is to build a large-scale hyperlocal commerce network that enables local businesses to discover customers, build digital relationships, sell online, run targeted promotions, access delivery infrastructure and participate in the wider digital economy.

For consumers, the vision is to make local commerce more convenient, rewarding and connected.

For businesses, it is about providing the digital infrastructure required to compete in an increasingly technology-driven retail environment.

For brands and D2C sellers, it is about creating access to neighbourhood-level demand and distribution.

And for delivery partners, it is about building a decentralized network capable of serving local commerce at scale.

The ₹100 crore valuation is therefore not being viewed by NearPay Innovations as an endpoint, but as a validation of its direction and a foundation for its next stage of growth.

About NearPay Innovations Pvt. Ltd.

NearPay Innovations Pvt. Ltd. is a Bengaluru-based technology company building infrastructure for the next generation of hyperlocal commerce.

Its flagship platform, Nearwala, connects consumers, local businesses, retailers, D2C brands, regional brands and hyperlocal delivery partners through an integrated commerce ecosystem.

The company’s ecosystem includes NW Shopping, NW Biz, NW Super Brand, NW D2C Super Seller, NW Flow and NW Super Store, with capabilities spanning digital business infrastructure, customer acquisition, loyalty and rewards, promotions, advertising, online commerce, D2C enablement and hyperlocal delivery.

NearPay Innovations’ vision is to build a technology-enabled ecosystem that empowers local businesses to participate, compete and grow in India’s rapidly evolving digital commerce economy.

Media Contact

NearPay Innovations Pvt. Ltd.
Bengaluru, Karnataka, India

Email: Mail@nearpayglobal.com

Website: https://nearpayglobal.com

Contact: Rajiv Surendran / CEO / 7907764039

Kerala, India: Businesses today increasingly need technology for more than maintaining a website or adopting a software platform. They need digital systems that can support operations, connect with customers, automate processes and create new business opportunities. At the same time, technology alone does not guarantee growth; businesses also need effective marketing, positioning and customer engagement.

Working across both sides of this equation is Vivil Raj S, a technology entrepreneur, IT consultant, software developer and business professional whose work combines technology development with marketing and business solutions.

His professional experience covers software development, web and mobile applications, artificial intelligence, automation, e-commerce, IoT, enterprise systems, digital marketing and business consulting. His exposure also extends to projects and business requirements connected with international markets, including the GCC and Europe.

Combining IT and Marketing From Two Different Business Perspectives

A notable aspect of Vivil Raj S’s professional approach is his involvement in both IT and marketing, which address different but connected business requirements.

On the technology side, businesses may need software, websites, mobile applications, automation, ERP systems, HRMS platforms, e-commerce infrastructure or custom digital products. On the marketing side, they may need SEO, branding, social media, digital campaigns and strategies to reach potential customers.

These are two different functions within a business. Technology helps create and operate the digital infrastructure, while marketing helps businesses communicate their value, reach audiences and generate opportunities.

Vivil Raj S works across both areas, allowing him to approach projects from a technology-development perspective as well as a business-growth perspective. This cross-functional experience is particularly relevant for companies that need their digital systems and marketing activities to support broader business objectives.

HORECA Hub: An AI Voice-Enabled B2B E-Commerce Platform

One of the technology projects associated with Vivil Raj S is HORECA Hub, a B2B e-commerce platform developed for the hospitality and food-service ecosystem in the UAE.

The platform has both web and mobile applications and incorporates an AI voice feature, bringing conversational technology into a B2B commerce environment.

HORECA refers to the hotel, restaurant and catering segment, where businesses frequently deal with suppliers, products, purchasing requirements and recurring commercial transactions. A specialised B2B platform can provide a digital environment for businesses to manage these interactions.

The HORECA Hub project reflects Vivil Raj S’s interest in developing technology around a specific industry requirement rather than simply creating a general-purpose digital platform. It combines B2B e-commerce, software development, mobile technology and AI-enabled functionality within one business application.

Turning Traditional Games Into IoT-Based Interactive Experiences

Another distinctive area of his work involves bringing traditional games into the digital environment.

Vivil Raj S has explored the use of IoT and interactive technology to transform traditional games into digital experiences for events and businesses. The concept connects physical participation with technology, creating an experience that can be used for engagement and experiential marketing.

The games involved include activities such as Snack Boat Race, Sack Race and Ball Hiding. Instead of keeping these activities entirely offline, technology can be incorporated to make participation interactive and digitally trackable.

This approach creates a connection between traditional games, IoT, software and event technology, offering businesses a different format for customer engagement, employee activities, promotional events and experience-driven marketing.

For brands, experiential marketing is often about creating memorable interactions rather than relying solely on conventional advertising. Digitising traditional activities can provide another way to build that interaction while introducing technology into the experience.

From Software Development to Business Applications

Vivil Raj S’s technology work extends across several categories of business software. His experience includes custom software development, web development, mobile app development, ERP, HRMS, B2B platforms, e-commerce and automation.

These systems serve different organisational requirements. ERP platforms can bring business functions together, HRMS software can support employee-related processes, while e-commerce and B2B platforms can provide digital channels for commercial transactions.

The underlying approach is centred on identifying the business requirement first and then selecting or developing technology around it.

This is particularly important for companies that have processes that do not fit neatly into off-the-shelf software. Custom development can allow businesses to create workflows, interfaces and integrations around their own operational structure.

Artificial Intelligence and Automation

Artificial intelligence is another area within Vivil Raj S’s technology interests. His work includes AI-powered software, AI automation and AI voice functionality.

Rather than treating AI as an independent trend, these technologies can be applied to specific business processes. Voice-enabled interfaces, for example, can provide another way for users to interact with software, while automation can reduce repetitive manual activities.

The HORECA Hub project is one example of how AI voice functionality can be incorporated into a commercial digital platform.

His wider technology interests also include IoT and intelligent business solutions, reflecting the increasing convergence of software, connected devices and automated systems.

Poll Master and Digital Business Systems

Vivil Raj S has also worked on Poll Master, a software concept focused on poll and election management.

Projects of this nature require structured handling of information, user interaction and digital workflows. Alongside such applications, his broader technology portfolio includes business management systems, enterprise software and digital platforms.

The variety of projects reflects an interest in applying software development to different operational and commercial use cases rather than limiting technology work to a single industry.

International Exposure Across the GCC and Europe

Vivil Raj S’s professional work has also included exposure to global projects and business requirements across the GCC and European markets.

This international exposure provides experience with projects operating in different commercial environments and with businesses that may have distinct technology, customer and operational requirements.

His association with ibill Software LLC in the UAE, along with his work on UAE-focused technology such as HORECA Hub, has contributed to his connection with the Gulf technology and business ecosystem.

International project exposure also adds another dimension to his professional work, particularly when developing digital solutions intended for businesses operating outside the Indian market.

Education and Professional Foundation

Vivil Raj S’s academic background includes a graduation from Tata Institute of Social Sciences (TISS), Mumbai, followed by a Post Graduate Diploma in Management (PGDM) from IMT Ghaziabad.

The combination of management education and technology-focused professional experience has contributed to his cross-functional approach to business. It provides a foundation for understanding both organisational requirements and the technology used to address them.

His professional journey subsequently expanded into entrepreneurship, consulting, software development, marketing and technology leadership.

Entrepreneurship and Technology Leadership

Entrepreneurship has remained an important part of Vivil Raj S’s career. He serves as Managing Director of LCM Productions Pvt. Ltd. and has held technology leadership responsibilities, including Chief Technology Officer at Burffy India Pvt. Ltd.

He is also associated with ibill Software LLC in the UAE.

Through these roles, his work covers multiple sides of a technology-driven business, including product development, software, consulting, marketing and business operations.

Technology as a Business Tool

For Vivil Raj S, technology is not limited to creating digital products. The larger objective is to use technology to address specific business requirements.

A company may need a custom application to manage its operations, a B2B platform to connect buyers and suppliers, an AI-enabled feature to simplify interaction, or an IoT-based experience to engage customers at an event. Each requirement can call for a different technological approach.

At the same time, businesses need marketing to communicate their offerings and reach their intended audiences. This creates a distinction between the IT side of building and operating digital systems and the marketing side of creating visibility, engagement and business opportunities.

His professional experience across both areas allows him to work with businesses from these two complementary perspectives.

Building Digital Solutions Around Real-World Requirements

From an AI voice-enabled B2B e-commerce platform in the UAE to IoT-powered versions of traditional games for events, Vivil Raj S’s projects demonstrate different applications of technology in business.

His experience spans IT consulting, software development, web and mobile applications, AI, automation, IoT, e-commerce, enterprise systems, digital marketing, branding and business consulting, along with exposure to international projects across the GCC and Europe.

As businesses continue to adopt digital platforms and emerging technologies, the ability to connect technology with practical business requirements is becoming increasingly important. Vivil Raj S’s professional journey reflects this intersection, combining technology development, management education, entrepreneurship and marketing to explore different ways businesses can use digital solutions.

About Vivil Raj S

Vivil Raj S is a technology entrepreneur, IT consultant, software developer, web and mobile application developer, business consultant and marketing professional. He graduated from TISS Mumbai and holds a PGDM from IMT Ghaziabad.

His areas of work include custom software, web and mobile applications, AI-powered solutions, automation, ERP, HRMS, B2B e-commerce, IoT, game development, event technology and digital marketing. His projects include HORECA Hub, an AI voice-enabled B2B e-commerce platform with web and mobile applications developed for the UAE market, as well as IoT-based interactive digital experiences built around traditional games for events and businesses.

He serves as Managing Director of LCM Productions Pvt. Ltd. and has held the position of CTO at Burffy India Pvt. Ltd. He is also associated with ibill Software LLC in the UAE and has worked on projects involving international markets, including the GCC and Europe.