Aparnna Gupta
In an exclusive chat with the Mid-Day online team, Aparnna Gupta, the visionary Founder and CEO of Beachbum, opens up about her journey in creating a brand that celebrates femininity and sustainability. Launched during the pandemic in 2020, Beachbum blends global fashion trends with Indian craftsmanship to offer versatile holiday wear designed for the modern woman. Aparnna shares insights into how her past experiences and passion for local craftsmanship have shaped the brand's identity.
Can you share the story behind the creation of Beachbum? What inspired you to launch this brand in 2020?
Beachbum emerged as a celebration of femininity, nature, and the essence of a laid-back lifestyle. In 2020, the pandemic highlighted the importance of supporting local craftsmanship and sustainable practices. Drawing from my experience as an exporter working with international brands, I envisioned a label that combines global silhouettes with Indian artistry. The idea was to create versatile holiday wear that is as eco-conscious as it is stylish, embodying the spirit of effortless elegance and functionality.
Your journey from being an exporter to creating a fashion label is fascinating. How did your previous experiences shape the vision for Beachbum?
My background in exports provided me with a deep understanding of global fashion trends, quality standards, and consumer preferences. This experience shaped Beachbum's vision by inspiring a blend of international aesthetics with Indian craftsmanship. I wanted to leverage the expertise of local artisans and create a brand that caters to both global and domestic audiences while staying true to sustainable and ethical practices.
What products are part of your collection? Which are the most popular, and how extensive is your SKU range?
Beachbum offers a diverse range of stylish and trendy resort wear designed for comfort and versatility. Our collection includes co-ords, kaftans/cover-ups, long and short dresses, lifestyle bikinis (woven), jumpsuits, tops & shirts, bottoms, and an assortment of accessories.
One of our standout collections, "Soak'N Bum," has been a best-seller, celebrated for its terry towel fabric and 100% cotton designs. It features oversized shirts, shorts, lifestyle bikinis, and accessories like mini bags and comfy chappals. Other popular collections include the "Macrame Exclusive" line, known for intricate handcrafted details, and the "Gaia by Beachbum" series, which highlights natural aesthetics.
Currently, Beachbum offers around 320 SKUs, ensuring a wide variety of styles to suit diverse preferences and budgets.
Who is your target audience?
Our primary audience is women seeking stylish, versatile, and comfortable resort wear. This includes young professionals, avid travelers, and beachwear enthusiasts who value both fashion and functionality. Notably, in 2025, we will be expanding our range to include men's styles and gender-neutral fashion, along with our first-ever collection of knits.
The age group ranges from early 20s to late 50s, focusing on individuals who embrace a relaxed, holiday-inspired lifestyle.
Beachbum is known for its versatile and multifunctional designs. How do you decide which pieces to create, and what influences your design process?
The design process starts with understanding the needs of modern women who seek both style and comfort. We draw inspiration from nature, travel, and the spirit of holidays. Our focus is on creating versatile pieces that work across different occasions, such as kaftans, co-ords, and jumpsuits. Feedback from customers and retail partners also plays a critical role in refining our collections and deciding on new designs.
You emphasize combining international silhouettes with Indian sensibilities. Can you elaborate on how you blend these two worlds to create something unique?
We merge international silhouettes like relaxed co-ords and maxi dresses with Indian elements such as hand embroidery, macrame, and natural dyes. This combination ensures our designs appeal to global sensibilities while reflecting the warmth and artistry of Indian craftsmanship. It's about finding a balance between minimalism and intricate detailing to create pieces that feel timeless and contemporary.
What are some of the best-selling products this season, and what factors have contributed to their popularity?
The Threads of Grace series has been a standout this season, with collections like Desi Valentine, Digital Nomad, and Soak N Bum leading the charts. These collections resonate with current trends, offering versatile options such as loungewear, kaftans, co-ord sets, and holiday outfits that cater to a variety of customer needs. Designed for all age groups, the range combines comfort and breathability with style, making it ideal for everything from casual lounging to holiday adventures. The incorporation of Indian craftsmanship, including embroidery and mirror work, adds a touch of elegance to the western-inspired designs, striking a balance between tradition and modernity that appeals to today's fashion-conscious audience.
How has the pandemic impacted Beachbum's growth, and what opportunities did it present for a brand like yours to thrive in the domestic market?
The pandemic emphasized the importance of local brands, creating an opportunity to connect with consumers who value sustainability and thoughtful design. With a focus on e-commerce and collaborations with stores in resort destinations like Goa and Pondicherry, we tapped into a growing demand for comfortable, versatile, and stylish resort wear. This shift also allowed us to strengthen our digital presence and build a loyal community around Beachbum.
Sustainability and ethical production are central to Beachbum. Can you walk us through how you ensure your garments are eco-friendly from design to delivery?
We focus on using eco-friendly materials such as 100% cotton, lightweight double gauze, macrame, shantoon, viscose, flex cotton, and single jersey. Our automated inventory system minimizes overproduction, reducing waste. Ethical practices extend to working with suppliers who share our values of quality and ecological responsibility. From sourcing sustainable fabrics to packaging in eco-friendly materials, every step reflects our commitment to the planet.
As a passionate traveler and advocate for embracing imperfections, how do these personal values translate into the clothing you create for Beachbum?
Travel influences the easy, carefree vibe of our collections, while embracing imperfections is about celebrating individuality. Our designs prioritize comfort and adaptability, ensuring women of all shapes and sizes feel confident and beautiful. Each piece reflects a relaxed elegance, perfect for the imperfect beauty of real life.
What is your vision for the future of Beachbum, and how do you see the brand evolving in the next few years?
In the coming years, I envision Beachbum emerging as a prominent sustainable fashion brand that celebrates Indian craftsmanship while addressing the needs of modern, conscious women. With the rise of eco-conscious fashion, I anticipate sustainable fabrics and multifunctional designs becoming pivotal trends. Our focus will remain on creating timeless, size-inclusive styles, blending innovation with traditional artisanship, and upholding ethical production practices.
Size inclusivity seems to be a core part of Beachbum's philosophy. How important is it for you to create designs that empower women of all shapes and sizes?
Inclusivity is at the heart of Beachbum. Fashion should celebrate individuality, and our designs are created with that in mind. Whether it's adjustable co-ords, flowy kaftans, or easy jumpsuits, every piece is designed to empower women, ensuring they feel confident and comfortable, regardless of their size.
Beachbum offers a diverse range of pieces, from kaftans and co-ords to jumpsuits and bikinis. How do you approach designing for such a varied collection, and what categories do you see as key staples in the modern woman's wardrobe?
Our approach starts with identifying the staples every woman needs for a versatile holiday wardrobe- kaftans for easy layering, co-ords for mix-and-match flexibility, and bikinis for that perfect resort vibe. We focus on timeless designs with modern updates, ensuring each category complements the others while offering standalone value. These staples reflect the laid-back sophistication our customers love.
