For most people, ‘personal styling’ has long been a luxury reserved for celebrities. For Ayushmaan Sethi, that exclusivity looked less like a premium service
and more like a gap waiting to be solved. Popularly known for featuring in his mother Archana Puran Singh’s vlogs, Sethi has built Clueless, an AI-powered personal stylist that promises to make fashion discovery easier, faster and deeply personalised.
The idea is simple: instead of scrolling endlessly across apps, users can turn to an AI stylist that learns their taste and pulls pieces from more than 1,500 brands into one curated feed.
The first version of Clueless, however, looked different from what the app offers today. "Earlier, our app helped you find clothes based on your 'search' and a curated 'explore' feed. But a lot of people found it difficult to navigate between the two interfaces of the app," he says.
Transition to AI
That feedback nudged the team towards a more conversational experience. "So, we came up with an AI chatbot that simplifies the process and makes finding clothes much easier. It’s like talking to an actual stylist."
This shift also laddered naturally into the core philosophy behind Clueless: every user’s taste is unique, so their feed should be too. "We realised that if we train our AI model on the preferences of each individual, it leads to the best overall user experience possible. Our idea was to create an app where no two people’s feeds should look alike.”
Upcoming Fundraise
With over 20,000 downloads as of September 2025 in two months of its launch, Clueless has been entirely self-funded so far, but the team is gearing up for its first fundraise. "The funds will be used to fuel user growth, deepen our brand partnerships, accelerate our product roadmap, and help us attract top talent… our vision is not limited to India; it is global."
India’s online fashion market is booming, and Sethi sees the total addressable market as nothing short of universal. "Ideally, every single person in this country can benefit from our app," he says. "We remove your need to do the tedious searching and get you right to the thing you’re looking for."
Focus on Indie Brands
That proposition — convenience plus hyper-personalisation — is central to how Clueless is designed to scale. One of the app's core differentiators is its focus on independent and homegrown brands.
Also Read:India will define the next era of tech: Google AIFF, Accel unveil DeepMind-backed Atoms AI Cohort 2026
"From a business perspective, the fashion giants don’t need to work with a startup like ours. But the ones who need the spotlight are the homegrown and independent labels. That’s what differentiates us from the other big fashion apps," he says.
"We don’t recommend what 'generally sells', we recommend what the user actually wants… So this makes sure that every person walking on the street isn’t wearing the same outfit that the big brands have influenced us into buying."
Personalisation and Privacy
While growth metrics matter, Sethi is clear about what he believes truly validates product-market fit. "Our most important metric at the moment is perhaps retention. We want this to be a place people like coming back to."
He credits the balance of novelty and familiarity for driving stickiness: "In some ways, it's unique and novel… but in many ways, it's also familiar, which doesn’t alienate them."
For a personalisation-led product, user data practices can make or break user trust. Sethi says Clueless is intentionally conservative in who can access data. "Our core team is less than 10 members. And no one has access to any user data outside of this core team… We don’t have any need to share it with a third party. Privacy is a very important pillar in today’s tech world and we respect that. Our user data isn’t going anywhere without their permission."
Looking ahead, Sethi believes the sector is on the brink of transformation. "Virtual try-ons will become commonplace… fashion will no longer be controlled by just the multi-national fashion giants. It will become more artisanal, bespoke, and individualistic," he says.
And Clueless? "I see ourselves going global for sure… with our app’s personalised experience, we think we will be at the frontier of that change," Sethi says.
Also Read:Why Cursor thinks AI will transform every white-collar job
