Startup to Scaleup: FableStreet, brand that redefines western workwear for Indian women

Imagine yourself confidently wearing office attire that perfectly aligns with Indian standards, tailored to your unique body shape, in contrast to the typical Western sizes. Well. that's precisely what FableStreet offers.

In the 13th episode of the "Startup to Scaleup" series, we sat down for an insightful interview with Ayushi Gudwani, the Founder and CEO of FableStreet.

Established in 2016, FableStreet's distinctive selling point lies in its sizing tailored to Indian body types. The brand's core mission is to bridge the gap in the market by delivering well-fitted and comfortable western workwear that aligns with the unique body shapes and preferences of Indian women.

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Speaking with Avni Raja about the transition from FableStreet to FS Life, Gudwani highlighted the brand's expansion by introducing two new brands, elevating themselves to a dynamic three-brand powerhouse.

Gudwani also emphasized the common mismatch of Western sizing with the needs of Indian women. In response, FableStreet undertook a comprehensive mission to craft sizing that is meticulously tailored to Indian women. ''This effort included substantial research and development, culminating in a vast repository of over 100,000 body measurements'' Gudwani said.

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Talking about the expansion plan, Gudwani further said that the brand is set to achieve EBITDA profitability in the coming year and is eyeing fundraising efforts shortly, although an IPO is still 3-4 years away.

FableStreet, known for its frugal approach to building the organization, is on an ambitious path of aggressive expansion and growth. ''We also have a plan to open ten stores within a year and aim for a balanced 50:50 online and offline sales split to further their vision'' Gudwani added.