This document provides an overview of the Done By None fashion brand. It summarizes the brand's key differentiators as being affordable global fashion with a unique, digitally viral personality. It targets young, price-conscious consumers sensitive to trends. The founding team has extensive experience in fashion, retail, and direct-to-consumer businesses. Done By None has cracked establishing an aspirational brand through strong word of mouth on social media, building emotional connections, and prioritizing density over scale. It has a DNA for profitability through low customer acquisition costs and operational excellence. There is significant growth opportunity given India's young population and the gap in the women's western wear market. The goal is to become a Rs. 200 cro