What if the Instagram stores around you delivered fashion as fast as groceries?
Groceries arrive in 10 minutes. A single outfit takes 20–30 minutes of scrolling, filtering, and second-guessing — but the real gap was on the other side of the transaction. Local stores in Gandhinagar, places like Pinky Fashion, had real stock and real style, but no way to sell beyond their own Instagram DMs.
Buyers wanted speed. Stores wanted reach. FICK wasn't a delivery app — it was infrastructure for a hyperlocal fashion community that didn't have one yet.
Built with Mrinmai (marketing), Teerth (systems), and Jay (photography) — four people, one question, and a decision to actually try it.
What the numbers told us
People wanted to shop by vibe, not filters — and existing apps made them work for it.
And they wanted it focused: 35% preferred a clothing-only platform over a mixed one (21%), and convenience (71%) and fast delivery (48%) were the top reasons to buy through quick commerce at all.
Finding the stores
These weren't random suppliers — they were local, often Instagram-only stores stuck taking orders through DMs with no way to reach anyone outside their own following. So the calls started.
Most calls went like that. A few stores finally said yes.
The stock problem
The website said an item was available. The store had already sold it. Stock moved fast, racks changed daily, and there was no system to catch the gap.
The fix
A manual tagging system. Every item on the site got a tag — F0-16, F0-22, F0-31. When something sold, the vendor texted “F0-16 sold,” and it came off the site instantly.
The backend was a spreadsheet. Each piece: a tag, a number, a row. Not glamorous. It worked.
Going live
Learned Shopify from scratch in a week — store setup, infinite scroll, real-time stock — and shipped the first version after a week of trial and error.
Marketing & campaigns
Weekly reels, flyers, campus outreach — then brands started reaching out first.
All of it ran on one brand system — logo, hangtags, packaging, and campaign art, built to stay consistent across every reel, flyer, and collab.
→ The FICK brand guidelines
Features
Pick a screen to preview it.
What this taught me
This taught me more about leadership than I expected. People can build your dream or break it. I learned to show up scared anyway, to slow down before I fall, and that nothing meaningful gets built without relationships, persistence, and the ability to get back up.