From writing code in a corporate cubicle to building one of India’s fastest-growing ethnic fashion brands, Nidhi Yadav’s story is the kind of real-life success saga that inspires an entire generation of women entrepreneurs. The former software engineer, who once drew a stable paycheck at Deloitte, today helms Aks Clothing, a homegrown ethnic wear brand valued at Rs 200 crore—and racing towards the Rs 500-crore mark.
Launched in 2014 with a modest investment of just Rs 3.5 lakh, Aks Clothing has rewritten the rules of India’s fashion industry, proving that passion, persistence, and a clear vision can create magic—even from a small 2BHK apartment.
From Indore to Italy… and Back Home to Her Dreams
Born in Indore to lawyer parents, Karan Singh Yadav and Rajbala Yadav, Nidhi grew up with discipline, ambition, and an unwavering belief in excellence. She secured a coveted job opportunity in Italy, a dream destination for fashion professionals. Yet, she made a life-changing decision—to return to India, stay close to her family, and build something of her own.
Armed with international exposure from Polimoda Fashion School, Florence, Nidhi identified a massive gap in India’s ethnic wear space: beautiful, stylish ethnic fashion that doesn’t burn a hole in the pocket.
That insight became the foundation of Aks Clothing.
Aks Clothing: Where Zara’s Fast-Fashion Meets Indian Ethnic Flair
Inspired by Zara’s rapid design cycles, Nidhi adopted the same model:
● New styles every 2 weeks
● Trend-driven ethnic wear at accessible prices
● A customer-first approach built on freshness and speed
Her collections blended traditional prints with contemporary silhouettes—instantly clicking with young Indian shoppers online.
Heart of a Mother, Hustle of a Founder
With a toddler on her hip and big dreams in her heart, Nidhi ran Aks out of her 2BHK apartment in Gurugram. She handled everything—designing, packaging, customer support, inventory, logistics.
Her husband, Satpal Yadav, an IIM Kozhikode graduate and then Ops Manager at Jabong, became her biggest support system. The couple frequently travelled with their daughter to Jaipur—the city that later became Aks’ creative and production hub.
By 2015, demand soared and the small home office was no longer enough. The Yadavs rented a basement to store stock and manage operations.
Scaling from a Basement to a Rs 200-Crore Empire
Orders soon exploded on Myntra, Jabong, and Limeroad. Aks became synonymous with quality, style, and affordability—a rare combination in the ethnic wear market.
Nidhi partnered with Jaipur’s production houses, secured flexible credit, and reinvested every rupee back into growth. What started as a proprietorship grew into Yuvdhi Apparels Pvt. Ltd., cementing her ambition for scale.
A breakthrough came when Aks Clothing was selected for Myntra’s Accelerator Program, catapulting the brand into the mainstream fashion spotlight.
Today, Aks Clothing:
● Employs hundreds across India
● Works with multiple production units
● Has a fanbase of millions of repeat customers
● Stands as a top-selling ethnic brand online
Despite the huge success, Nidhi remains grounded, continuing to focus on innovation, affordability, and staying deeply connected with customer needs.
A Role Model for India’s New Wave of Women Entrepreneurs
From overcoming societal expectations to taking bold risks in a crowded industry, Nidhi Yadav embodies the spirit of India’s new-age self-made women leaders.
Her rise from a corporate job to a Rs 200-crore brand owner is a powerful reminder that sometimes, the biggest breakthroughs start with the smallest beginnings—and a belief that you can build your own destiny.
