
They Watched K-Dramas and Found a Business. Now NEWME Is India's Answer to Shein.
Sumit Jasoria was watching Korean dramas with his nieces during the pandemic. They were 10 and 12. They were obsessed — not just with the shows but with the fashion in them. He noticed that Indian Gen Z wanted to dress like what they saw on screen, and that nothing in the Indian market was moving fast enough or affordably enough to give it to them. That observation became NEWME








