In a market where mainstream fashion often overlooks plus-size women, The Pink Moon stands as a beacon of inclusivity and empowerment. Founded in 2018 by Divya Goenka, the brand has transformed from a modest startup into a leading name in India’s plus-size apparel industry. While speaking with Ascendantsrecently, Divya spoke about the journey, policy opportunities, and the motivation behind The Pink Moon, which began from a lived experience and a sense of purpose.
A Personal Journey to Inclusivity
The start of Divya Goenka’s entrepreneurship journey happened because of a personal struggle she felt. As a plus size woman, finding fashionable clothing that fit well and made her feel confident was difficult. While visiting the United States, the fact that a lot of the women there simply shopped in the men’s section for their size struck her as a challenge but also, an opportunity to create a brand to meet the needs of the plus size women in India.
As she recounted to Ascendants, this moment of realization was pivotal: “I knew then that if I was facing this challenge, so were countless other women in India.”
Divya is not a trained designer, so she took a practical approach. She picked ten of her favorite pieces, went to Delhi, and had a factory replicate them in limited quantities. Even without any marketing, they all quickly sold out, which then confirmed her idea and laid the groundwork for The Pink Moon.
With her own savings of ₹10–15 lakh, Divya aimed to make stylish, high-quality clothing accessible and affordable for everyone. The brand’s commitment to quality and customer satisfaction has resulted in a repeat purchase rate of over 50% on the website, demonstrating the trust and loyalty they’ve earned with their customers.
The Pink Moon has a vast range of products including dresses, co-ords, jackets, blazers, workwear, athleisure, and now even underwear and belts. They want to become a one-stop-shop for every plus-size woman.
Speaking with Ascendants, Divya shared: “We’re not just selling clothes, we’re selling confidence. Every piece we create is designed to make plus-size women feel seen, celebrated, and empowered.”
Expanding Horizons: From Online to Offline
The Pink Moon started as an online-only business through sites like Amazon, Myntra and its own site, but the brand has just taken the next step and entered the offline retail market. It has opened a store in Bengaluru. The store includes everything from casual wear to formal wear and more ready-to-wear plus size clothing in sizes L through to 6XL. Customers can also avail of customized solutions to fit their unique style.
As Divya shared with Ascendants about opening a physical store was not just about expanding sales it was about offering a safe, affirming space for women to shop comfortably.
Empowering Women Through Fashion
Divya Goenka is not just building a brand; she’s fostering a community. She is proactive and connects with customers by gathering their feedback and ensuring their voice is heard. The company’s values are on body positivity and self-love. There is a strong, shared belief that each woman should feel beautiful and confident in their own body, regardless of size.
In the conversation she had with Ascendants, she stressed how customer feedback has affected the entire brand identity, not just product design: “Our customers are our co-creators. Their stories inspire our collections.”
A Bootstrapped Success Story
In an industry where funding is often celebrated, Divya takes pride in The Pink Moon‘s bootstrapped journey. She values the achievement of establishing a women’s e-commerce business in India that is profitable. The success of the brand speaks volumes about what can be realized through determination and a passion for customer focus and empathy in understanding the needs of the market.
Looking Ahead
The Pink Moon has been in the fashion business for over seven years and has become a trusted plus-size fashion name. While continuing to broaden their product range and retail presence, they still intend to offer great stylish, quality clothing for every woman.
Divya concluded her conversation with Ascendants with a simple yet powerful thought: “Fashion should include everyone and that’s what we’re here to do.”
