How Deivee Built a Yoga Lifestyle Brand to $1.6M in Revenue

Who built it, and what they built

Darshan M founded Deivee, an organic and fairtrade yoga lifestyle brand based in Bengaluru, Karnataka, India. The brand sells yoga-inspired clothing, mats, and accessories, with flagship items including a Yoga Kurti, copper water bottles, and biodegradable yoga mats.

The company earned 500,000 INR ($7K) in its first financial year, reached 5.5M INR ($73K) in the second year, and hit 120M INR ($1.6M) in the third year. Darshan describes the business as not very well funded, growing in a price-conscious market despite premium, handwoven products.

Where the idea came from

Darshan spent close to two decades in the sports business, managing World Champion athletes, running events, leading the India sports arm of a large advertising agency, and serving as CEO of an IPL cricket team. He had no plans to build a sports product brand.

The idea came from noticing that many Indian women felt uncomfortable in available sportswear. Conversations with women across the country revealed they disliked tight, sticky polyester clothing. Darshan concluded Indian women had different body types, environments, and sensibilities, and teamed up with model, actor, and fitness icon Milind Soman to launch Deivee, a name meaning goddess.

While researching materials, Darshan learned the apparel industry was among the planet's largest polluters. The brand committed to fairtrade practices, paying farmers higher prices and working with factories that pay fair living wages, and to using only cotton free of pesticides and chemical fertilizers.