STYLE, COMFORT AND FIT CAN CO-EXIST
Ayushi Gudwani, 33 founder, fablestreet, delhi fablestreet.com
It was during her stint with McKinsey & Company that Ayushi Gudwani found herself struggling to find smart work clothes that not only looked good but also suited her body type. “I was inspired by the clothes that I bought internationally, in terms of design and stitch quality, and realised all of them were made in India,” says Gudwani, who did her MBA from IIM Calcutta and worked for McKinsey & Company for seven years before taking the plunge. When she left the consultancy firm, it was natural for her to pursue the idea of starting a premium workwear brand for women, which offers timeless pieces tailored to suit different body shapes and sizes. After a year of research and development, and investing her personal savings, she launched FableStreet in February 2016 and started selling online seven months later in September. “With three body measurements, we provide a great fit to our customers. We are about real women and don’t differentiate between plus sizes and normal sizes,” she says. Their one garment and custom fit algorithm, where women can give them three measurements and get a great fit delivered at their doorstep has gained significant traction, both within India and globally. With breathable fabrics used for the collection— shirts, tops, dresses and trousers—in the last one year alone, FableStreet has grown exponentially and has engaged with over one million women online and served more than 25,000 customers.