Startup Stories

Shubham Khetan’s D2C Kearo: Sustainable Fashion Pioneers from Surat with Eco-Friendly Tencel Apparel; 30% customer retention


India generates around 7800 kilotonnes of textile waste every year. That’s a staggering 8.5% of global textile waste! This alarming statistic highlights the urgent need for sustainable solutions in the fashion industry. Introducing Kearo, a brand dedicated to creating eco-friendly apparel that not only looks good but also feels good and does good for our planet.


The Story of Kearo

Meet Shubham Khetan with a background in mechanical engineering and a minor in business management, Shubham graduated in 2020 during the tumultuous pandemic period. It was during this time that he decided to join his family’s long-standing textiles business. The family’s 25+ years of experience in textiles ignited Shubham’s curiosity about fabrics, leading him to explore sustainable alternatives. Thus, Kearo was born—a brand that merges his engineering prowess with his passion for eco-friendly fashion.


From Curiosity to Creation: The Kearo Story

Shubham’s journey from a mechanical engineer to a sustainable fashion entrepreneur is nothing short of inspiring. His fascination with different types of fabrics led him to discover Tencel fibers, which are not only biodegradable but also use 50% less water in their production and significantly reduce carbon footprints. Recognizing the potential of this fabric, Shubham founded Kearo in Surat, aiming to revolutionize the apparel industry with sustainable and hygienic alternatives.

During the pandemic, while many were navigating the challenges of a new normal, Shubham was busy learning and innovating. He experimented with Tencel A100 Modal, an antimicrobial, extremely soft, comfortable, and breathable fabric. This innovation positioned Kearo as India’s first brand to use this fabric for undergarments, providing a sustainable solution to a common problem.

Crafting a Sustainable Business Model

Kearo operates on a direct-to-consumer (D2C) model, which means they sell directly to customers through their website, marketplaces, and selected offline stores. This approach allows Kearo to maintain control over the quality and sustainability of their products, ensuring that each piece meets their high standards. By cutting out the middleman, they can also offer their products at competitive prices, making sustainable fashion accessible to more people.

Their revenue streams include sales from their website, various online marketplaces, and a few experimental offline stores. This diversified approach helps them reach a broad audience and continually adapt to market demands. By focusing on quality and sustainability, Kearo has built a loyal customer base that appreciates their mission and products.

Steady Growth and Strong Values

Since its inception, Kearo has seen steady growth. They cater to around 2500 customers with an impressive retention rate of 30%. Their monthly revenue ranges from 3 to 4 lakhs, reflecting their successful business model and the growing demand for sustainable fashion. The positive reviews and repeat customers are a testament to the quality and comfort of Kearo’s products, reinforcing their commitment to excellence.

Despite the ups and downs of any startup journey, Kearo’s growth trajectory has been upward. This success is fueled by their dedication to providing sustainable, high-quality apparel and their ability to adapt to customer needs and market trends.

Vision for a Sustainable Future

Kearo’s vision is  to provide the most sustainable apparel and create customer loyalty by offering products of utmost quality and comfort. They aim to address two significant problems in the fashion industry—textile waste and garment hygiene. By using Tencel fibers, Kearo offers a solution that is both environmentally friendly and beneficial for consumers’ health.

Their long-term goal is to become a leading brand in sustainable fashion, inspiring other companies to adopt eco-friendly practices. With their innovative approach and strong values, Kearo is well on its way to achieving this vision.

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Kearo’s story is one of passion, innovation, and a commitment to sustainability. It has grown into a brand that offers stylish, comfortable, and eco-friendly apparel.


Their use of Tencel fibers sets them apart, providing a sustainable alternative to traditional fabrics.As Kearo continues to grow, they remain dedicated to their mission of reducing textile waste and promoting garment hygiene. They combine engineering expertise with a passion for sustainability, proving that fashion can be both beautiful and responsible.

Ready to join the sustainable fashion revolution? Explore Kearo’s collection today and make a difference with every purchase!

Frequently Asked Questions (FAQs)

What is Kearo? 

Kearo is a sustainable apparel brand based in Surat, India. They specialize in eco-friendly clothing made from Tencel fibers, which are biodegradable and require less water to produce.

How does Kearo generate revenue? 

Kearo generates revenue through direct sales on their website, various online marketplaces, and a few offline stores. Their diversified approach helps them reach a broad audience and adapt to market demands.

Who founded Kearo? 

Kearo was founded by Shubham Khetan, who has a background in mechanical engineering and business management. His family’s experience in the textiles industry inspired him to create a sustainable fashion brand.

What makes Kearo’s products unique? 

Kearo uses Tencel fibers, which are biodegradable, require less water, and reduce carbon footprints. This fabric is also antimicrobial, extremely soft, comfortable, and breathable, making it ideal for undergarments.

What is Kearo’s vision? 

Kearo’s vision is to provide the most sustainable apparel and create customer loyalty by offering high-quality, comfortable products. They aim to address textile waste and garment hygiene issues in the fashion industry.

How has Kearo grown since its inception? 

Since its founding in 2020, Kearo has catered to around 2500 customers with a 30% retention rate. They have seen steady growth, with monthly revenue ranging from 3 to 4 lakhs, reflecting the demand for their sustainable products.


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