Binks was founded in 2019 by Aamna Khan and Raj Vardhan, as a platform that enabled customised tailoring solutions for Indian wear. With the objective of catering to Indian customers, Binks hoped to capture a share of the country’s USD 60 billion women’s apparel market. Its primary customers were working women aged 25–40 living in Tier 1 cities, who valued convenience and quality in their clothing choices.

Initially a marketplace, Binks transitioned to a full-stack tailoring service by introducing in-house tailoring and distribution services. Starting from 2019 up until December 2021, the startup secured USD 500,000 from angel investors through multiple tranches. In 2022, the co-founders sought to improve their technology, expand to seven metro cities and explore new markets and services. Their goal was to serve 10,000 customers and achieve an annual run rate of USD 2 million by 2022–2023 for which they would need additional funding.

Khan and Vardhan now faced the challenge of identifying the right investors for further funding and were in the process of refining their pitch. What kind of investors could they approach and how should they steer their pitch accordingly?