LOOKING TO carve out a space in contemporary ethnic apparel, Udita Bansal started her entrepreneurial journey in 2019 with trueBrowns. Armed with a modest investment of ₹15 lakh for first two years, Bansal, an alumna of National Institute of Fashion Technology, set out to tap the over ₹70,000 crore women ethnic wear market, 85% of which is unorganised.
“There was no brand bringing ethnicity in a more contemporary way,” says Bansal, who describes her designs as ‘urban ethnic’.
trueBrowns took another leap when it embraced inclusive sizing. It expanded its size range from 2XS to 6XL, challenging conventional sizing practices. Around 20% sales come from the extreme size portfolio.
After establishing a presence in smaller online marketplaces, trueBrowns launched its own website in 2019. Bansal attributes the brand’s success to its distinctive design language, particularly its innovative approach to silhouettes.
During early days, trueBrowns handled manufacturing in-house but as the brand evolved, outsourced production to third-party manufacturers in Delhi-NCR. The brand anticipates 1.5 times growth in FY25.
Last year has been significant, characterised by establishment of international business through a microsite, expansion into men’s segment and initiation of retail operations. International business, which began in January 2023, already contributes nearly 25% to overall revenue with U.S. being the biggest market, followed by U.K.
The brand also launched men’s wear in October 2023. The segment contributes 5% to revenue. “In just five-six months, this is a significant contribution. For the entire year, I expect it to grow to 10%,” says the founder. — Urvashi Mishra