Highlander is an Indian menswear label owned by Brand Studio Lifestyle, a Bengaluru fast-fashion company. It sells casual shirts, T-shirts, jeans, cargo pants and track pants, almost all of it for under ₹1,000, mostly online and now in its own stores.
It is one of the biggest names most shoppers have never thought about: Highlander and its sister label Tokyo Talkies have sold more than 30 million pieces. Across the 41 Highlander products we track, the typical piece sold for just ₹569.
Highlander is a genuine Indian fast-fashion brand, made in India for Brand Studio Lifestyle, a company with ₹1,300 crore of revenue in FY24. Its clothes are very cheap at the real price: a typical ₹569. The MRP is close to meaningless, with a median discount of 72% and shirts at 79% off, so treat Highlander as a ₹400 to ₹800 brand and buy it for value, not longevity.
Snapshot
- Founded
- Brand Studio Lifestyle was incorporated in Bengaluru in December 2014
- Founder
- Shyam Prasad, Anant Tanted and Rohit Jaiswal. Shyam Prasad is chief executive
- Headquarters
- Bengaluru, Karnataka, India
- Current owner
- Brand Studio Lifestyle Private Limited, which also owns Tokyo Talkies, Vishudh, Ketch and Locomotive
- Category
- Menswear: casual shirts, T-shirts, jeans, cargo pants, track pants and sweatshirts
- Price band in India
- MRPs of ₹899 to ₹3,999; most pieces sell for ₹400 to ₹800. Budget
- Available in India
- Official: Myntra and other marketplaces, quick-commerce apps, the Ketch app and its own stores
How it started
Highlander belongs to Brand Studio Lifestyle, a Bengaluru company incorporated in 2014 by Shyam Prasad, Anant Tanted and Rohit Jaiswal. The company calls itself a fast-fashion business, and it built its brands online first, selling through the big marketplaces rather than shops.
Myntra played a large part in that growth. In 2020, the rating agency Acuité credited the company’s rise mainly to a brand accelerator agreement with Myntra, under which FK Myntra Holding put ₹67.99 crore into the company in FY2019 and was expected to add ₹34.85 crore more. India Ratings later recorded that the programme ended after March 2023. So Highlander is not a Myntra label, but Myntra helped fund and build it.
FY18 to FY20 from Acuité, July 2020 (FY20 provisional). FY24 is net revenue reported by Storyboard18, August 2024. Whole-company figures, not Highlander alone.
By FY24 the company had reached ₹1,300 crore of net revenue, and Highlander and Tokyo Talkies together brought in 65% of it. It aimed for ₹1,600 crore in FY25.
The move into shops came in February 2024 with a 600 square foot store in Ahmedabad. By September 2025 the two brands had 40 stores, including a 12,000 square foot flagship in Bengaluru, and the company was aiming for 75 by March 2026. It has also opened stores in the UAE with a local partner.
Sources: Storyboard18, August 2024; Indian Retailer, September 2025. The last bar is the company’s target.
What they actually make
Highlander is casual menswear: checked and striped shirts, plain and printed T-shirts, jeans, cargo pants, track pants and sweatshirts. The company works at fast-fashion speed. In September 2025 it said the two brands launch more than 800 new styles a month, made through about 200 vendor partners.
The clothes are made in India. On 30 October 2026, three Highlander pieces we checked on Myntra listed India as the country of origin and named Brand Studio Lifestyle, at Marasur village in Anekal taluk near Bengaluru, as the manufacturer or packer.
What Highlander costs in India
We looked at all 41 Highlander products listed on FashionAudit on 30 October 2026. The median MRP was ₹1,999. The median selling price was ₹569.
- Typical MRP
- ₹1,999
- Typical selling price
- ₹569
- Gap
- 72% below MRP
- Checked on
- 30 October 2026
28 of 41 listings, or 68%, sold at 70% or more below MRP.
Median prices, FashionAudit listings, 30 October 2026. The blue part is what you pay.
A Highlander shirt with a ₹2,049 MRP sells for ₹479. The shirt is a ₹479 shirt; the rest is printing.
Highlander discounts even more than the other big online labels. Its typical piece also sells for less than most of them.
Typical selling price after each name. FashionAudit listings: Highlander 41, HRX 21, Tokyo Talkies 21, Roadster 25.
On what you pay, Highlander sits with Roadster and HRX. Its sister brand Tokyo Talkies follows the same pricing.
Who Highlander is actually for
Highlander suits a student or young working man who needs casual shirts, jeans and cargo pants on a tight budget. At ₹400 to ₹800 a piece, it lets you build a full casual wardrobe for the price of one branded shirt.
It is not the brand for office formals, for women, or for clothes you expect to wear for many years. A business that launches 800 styles a month is built for variety and low prices, not for long-lasting garments.
Casual menswear at ₹400 to ₹800
Made in India, by a large and growing company
Huge range, now also in 40-plus stores
MRPs are three to four times the real price
Fast fashion, not built for years of wear
Many marketplace sellers, so check who is selling
Reputation and controversies
Highlander’s owner built its business mostly online. It is a private company and does not publish results the way a listed one does, so its recent numbers come from its own statements to the press. Credit agencies give an outside view: Acuité rated it BB+ in July 2020, and India Ratings affirmed IND BBB with a negative outlook in September 2023. A rating is an agency’s opinion on the company’s ability to repay debt, and it says nothing about the clothes.
The company has also missed its own targets before. It aimed for ₹2,000 crore of gross sales by the end of FY24 and reported ₹1,300 crore of net revenue for that year. The two figures measure different things, but the gap is a reminder that growth targets are not results.
On Myntra, Highlander is sold by several sellers, such as Flashstar Commerce, rather than by Brand Studio Lifestyle directly. Our Myntra audit explains how sellers on the platform work.
Buying it in India
Check the maker line
Genuine Highlander names Brand Studio Lifestyle Pvt Ltd, Anekal, Bengaluru, as the manufacturer or packer, with India as the country of origin.
Never pay near the MRP
Highlander shirts typically sell for about ₹480 and most items for under ₹800. A price close to ₹2,000 is not a fair price for this brand.
Read the fabric
Look for 100% cotton or a cotton-rich blend for shirts and T-shirts worn in Indian heat. The fabric is listed in the product details.
Try one in a store first
If there is a Highlander store near you, try your size there once. Online orders become much easier after that.
You can compare current Highlander prices on our Highlander shop page.
Common questions
Is Highlander an Indian brand?
Yes. Highlander is owned by Brand Studio Lifestyle, a Bengaluru company founded in 2015. The pieces we checked on Myntra were made in India, with the company’s address near Bengaluru named as the maker.
Who owns Highlander?
Brand Studio Lifestyle Private Limited of Bengaluru, incorporated in 2014 by Shyam Prasad, Anant Tanted and Rohit Jaiswal. It also owns Tokyo Talkies, Vishudh, Ketch and Locomotive. Highlander is not a Myntra label, though a Myntra company invested under a programme that ended after March 2023.
Is Highlander good quality?
For ₹400 to ₹800, it is fair value for casual wear. It is fast fashion, so do not expect clothes that last many years. Check the fabric and read reviews for the exact item.
Why is Highlander so cheap?
Its real prices are low and its MRPs are high. In our check, the median Highlander piece sold for ₹569, 72% below MRP. The company sells huge volumes online, through about 200 vendor partners.
Does Highlander have stores?
Yes. It opened its first store in Ahmedabad in February 2024, and Highlander and Tokyo Talkies had 40 stores by September 2025, including a large flagship in Bengaluru.
How we research and verify brand audits: our methodology.
References
- Storyboard18, 29 August 2024 — FY24 net revenue of ₹1,300 crore, FY25 target, 65% share of Highlander and Tokyo Talkies, fast-fashion model, 13 stores, brand portfolio
- Indian Retailer, 3 September 2025 — 40th store, 75-store target, 30 million pieces, 800+ styles a month, 200 vendor partners, first store in February 2024, sales channels
- Acuité Ratings, rating rationale, 29 July 2020 — founders, 2014 incorporation, FY18 to FY20 turnover, Myntra brand accelerator agreement, FK Myntra Holding investment, BB+ rating
- India Ratings and Research, rating release, 4 September 2023 — end of the Myntra programme after March 2023, IND BBB rating and negative outlook
- Brand Studio Lifestyle press release, 29 September 2023 — operations since 2015, ₹2,000 crore GMV target for FY24, brand portfolio
- Indian Retailer, UAE debut — stores in the UAE with a local partner
- Myntra, Highlander product listings, checked 30 October 2026 — country of origin, manufacturer name and address, sellers
- FashionAudit Highlander listings, 30 October 2026 — MRP and selling-price analysis of 41 products, and comparison with HRX, Tokyo Talkies and Roadster
Highlander is a large, genuine Indian fast-fashion brand, made in India, and at ₹400 to ₹800 a piece it is one of the cheapest ways to fill a casual wardrobe.
Its MRPs are three to four times what anyone pays, so a “72% off” tag is simply the price. And clothes from a range that adds 800 styles a month are built for this season, not for years.
At ₹500 a shirt, Highlander is good value; at anything near its ₹2,000 MRP, it would not be.
