India, Jan 9 – Odd Not Even, the Mumbai-based contemporary lifestyle start-up brand recognized for its culture-led storytelling and experimental scribble-first design language, today announced a strategic partnership and significant investment from Team Innovation, India’s youngest live events, nightlife, and hospitality enterprise, founded by Mohit Bijlani, Siddhesh Kudtarkar and Akash Jain.
This marks Team Innovation’s first foray into India’s youth fashion ecosystem, signalling a strategic expansion beyond experiential platforms to support culture-driven, youth-focused lifestyle brands that celebrate individuality. The partnership also represents the first external funding for the homegrown apparel brand which was launched in 2023. The brand, currently valued at over $ 1 million USD, has achieved 10% YOY growth since inception.
The first globally available collection following this investment features the official merchandise for Punjabi music stars AP Dhillon and Karan Aujla, with plans to expand from e-commerce into retail formats. Currently, Odd Not Even sells online through its official website as well as the Crepdog Crew online marketplace and its offline retail stores in Mumbai, Delhi and Hyderabad. With this new investment, the brand targets a year-on-year growth of 100% over the next year.
The capital infusion will be strategically deployed to expand production capabilities, strengthen marketing, scale digital and website-driven growth, and develop experiential drops and artist-led campaigns. This partnership positions Odd Not Even to enter a new phase of growth, with a focus on scaling into the concert and artist merchandise space with enhanced access and execution. Leveraging Team Innovation’s extensive pan-India and international reach, the brand aims to broaden visibility, engage new audiences, accelerate entry into newer markets, and reinforce operations, experiential drops, and marketing initiatives that seamlessly integrate lifestyle, music and art. Through these efforts, Odd Not Even is committed to establishing itself as a leading culture-first lifestyle brand with a long-term global roadmap, while continuing to be creatively led by co-founders Bhavya Shah and Stuti Sharma, supported strategically by Team Innovation.
Mohit Bijlani, Founder, Team Innovation, shares, “Odd Not Even stands out because it has authenticity, culture and community at its core. India is at the cusp of a transformative growth phase, with consumption poised to be a primary driver. We see massive potential in the brand and are excited to support its next chapter. We aim to build India’s first portfolio of billion-dollar homegrown brands in the fashion and lifestyle segment.”
Bhavya Shah, Co-Founder, Odd Not Even states, “For me, this partnership is very personal. Mohit, Siddhesh and Akash have been friends for years, and it’s special to see our journeys align at a moment where we’re all building with intention. Odd Not Even has always been more than clothing – it’s culture, attitude and individuality. We’ve grown organically by staying honest to who we are, and this investment allows us to take that energy to a larger audience. Team Innovation operates at a massive scale, and combining that reach with our creative direction gives us the perfect push to shape Odd Not Even into a strong lifestyle and culture brand with global ambitions. This is the foundation for something much bigger than apparel, and it’s only the beginning.”
Stuti Sharma, Co-Founder & Creative Director, Odd Not Even adds, “Our design identity has always been rooted in expression — raw, bold and very human. Whether it’s through custom merchandise with artists like Diljit Dosanjh, AP Dhillon and Karan Aujla, or projects with brands like BoldCare and Sunburn, every piece we create is meant to feel personal to the person wearing it. Odd Not Even has become a space where people who love individuality, art and high-energy culture naturally gravitate. With Team Innovation’s support, we get to scale that emotion into a larger community, newer markets and eventually global audiences. There’s a very exciting journey ahead, and this moment is a big step toward building the lifestyle brand we’ve always envisioned.”
India’s homegrown apparel market is a dynamic and rapidly growing sector, projected to reach $130–$150 billion by 2030, with a CAGR of 10–12% over the coming decade. Growth is driven by a diverse consumer base, including value-conscious millennials and status-seeking Gen Z, who are increasingly open to new brands and comfortable purchasing through both organized retail and online channels.
Over the past year, Odd Not Even has achieved several key milestones, including producing the official merchandise for RUSS India Tour & Karan Aujla’s global tour, to designing custom merchandise for artists like Diljit Dosanjh, AP Dhillon & KING. Beyond artist collaborations, Odd Not Even has partnered with leading brands and high-profile events such as BoldCare and the Sunburn Festival, further reinforcing its presence at the intersection of fashion, music and experiential culture. This track record, combined with the strategic partnership with Team Innovation, lays a solid foundation for Odd Not Even to scale rapidly and expand its influence in both national and international markets.
Starting as bootstrapped nightlife event promoters, Team Innovation has grown into a ₹500 crore-plus enterprise with over 200 workforces. The company has hosted sold-out multi-city tours featuring artists such as Karan Aujla, AP Dhillon, Rishab Rikhiram Sharma, Krishna Das, Sagar Qawalli, Talwiinder, Sunidhi Chauhan, G-Eazy, Black Coffee and DVLM across India and the UAE, and maintains strategic partnerships with Sunburn and Live Nation. Team Innovation is renowned for building large-scale shows, cultural IPs, artist-led experiences and youth-focused entertainment events, shaping some of the most influential cultural experiences in India.