Starting a Clothing Brand: Production to Revenue with Nihal from Blue Tyga

About this episode

In this episode of The eCom Show, host Shan A Salam interviews Nihal TC, co-founder of the functional apparel brand Blue Tyga. Coming from the family behind major footwear enterprises such as Walkaroo and VKC, Nihal reflects on the foundational lessons he learned working on the ground in retail sales and supply chain management across Kerala. He discusses how Blue Tyga launched right before the pandemic and adapted to disruptions by identifying urgent consumer needs, beginning with functional protective face masks. Nihal details the brand's shift from general trade distribution to an online-first model, highlighting challenges such as returns, marketplace dynamics, and high customer acquisition costs. He explains how listening directly to customer reviews enabled Blue Tyga to create distinct problem-solving categories, including travel joggers with zippered pockets and sun-protection jackets designed specifically for Indian weather conditions. The conversation covers product development, the rise of quick commerce, and the strategic value of founder-led content.

Key takeaways

1. 1Direct frontline sales experience provides essential insights into customer behaviour that cannot be understood from an office desk.
2. 2Building a successful apparel brand requires addressing practical consumer pain points rather than merely competing on generic aesthetics.
3. 3Rapid adaptation during unexpected market crises can establish early brand awareness and operational momentum.
4. 4Product-market fit differs considerably across traditional distribution channels, marketplaces, and direct-to-consumer websites.
5. 5Continuous analysis of customer reviews and direct feedback offers actionable guidance for iterating functional product features.
6. 6Expanding too quickly across diverse product categories dilutes operational focus, making it wiser to dominate a core niche first.

Chapters

1. 0:00Introduction
2. 2:55First Episode of The eCom Show
3. 4:12Early Childhood Exposure
4. 9:05MBA Journey & Starting as a Salesman
5. 22:27Supply Chain Operations
6. 27:53How Blue Tyga Was Started
7. 37:11Focus on Marketplaces
8. 42:07Digital Marketing
9. 49:29General Trade
10. 53:35Shifting Focus to eCommerce
11. 57:32Building Products Based on Customer Reviews
12. 1:05:35Creatives for Sales
13. 1:06:34Comfort Over Aesthetics
14. 1:10:29Creating Sun Protection Clothing & Work Wear
15. 1:27:33Obsession with Clothing
16. 1:28:40Failed Products
17. 1:34:17Advice From VKC Mammed Koya
18. 1:36:54Next Step of BlueTyga
19. 1:45:36"Why We Exist" & Conclusion