trueBrowns Lifestyle: Pioneering Inclusivity And Conscious Fashion
Udita Bansal, Founder and CEO, embarked on a mission to redefine the fashion landscape with the launch of trueBrowns Lifestyle in 2019. Fuelled by a desire to bridge the gap between traditional aesthetics and contemporary fashion for diverse women, Bansal envisioned a brand that not only offered affordable and practical attire but also celebrated inclusivity.
The brand’s commitment to empowering women of all sizes is reflected in its size range from 2XS to 6XL, emphasising inclusivity and body positivity.
Over the last three years, trueBrowns has witnessed transformative trends in the fashion segment including a heightened focus on eco-friendly practices aligned with trueBrowns’ commitment to reducing environmental impact and celebrating cultural heritage through fusion designs has become a captivating trend, resonating globally.
Current Focus And Growth Plans For 2024
trueBrowns is strategically expanding its offline presence by establishing Exclusive Brand Outlets (EBOs), envisioning them as immersive hubs for customers. The brand has diversified its offerings by introducing an exquisite jewellery collection and venturing into menswear. Ambitious plans for the next three years include further expansion into lifestyle categories like bags and home, emphasising a curated and comprehensive lifestyle experience. International success through the global website has prompted considerations for additional expansion opportunities to solidify global presence.
Snapshot of trueBrowns’ Recent Achievements
In the last quarter, trueBrowns witnessed a remarkable journey, achieving a three-fold sales increase in FY23, with the global website now driving 25 per cent of the business. The brand’s strategic focus aims for a two-fold surge in FY24 while maintaining a commitment to quality. Accolades such as India Retailing’s Women Retail Icons and ET Retail D2C Brand Of The Year 2023 affirm trueBrowns’ dedication to excellence, setting higher industry standards and resonating with consumers.
Entrepreneurial Vision For India And Key Growth Factors
Bansal envisions cultivating a fashion landscape in India that celebrates diversity, timeless fashion experiences and cultural richness. Innovation and adaptability, tech-driven advancements and the influence of a youthful demographic are identified as significant factors fuelling India’s entrepreneurial growth. Bansal is committed to contributing to this spirit by nurturing a brand that embodies these values, fostering a fashion ecosystem that honours cultural heritage and stands as a testament to entrepreneurial vigour.
Resilience And Adaptability: Key Entrepreneurial Lessons
A poignant lesson learned in entrepreneurship is the importance of resilience and adaptability. Bansal emphasises the unpredictable nature of the entrepreneurial journey, acknowledging setbacks as opportunities to learn and evolve. The ability to navigate challenges with resilience and adaptability has not only allowed trueBrowns to weather storms but has also fuelled innovation and growth, reinforcing that these qualities are pivotal for long-term success in the dynamic landscape of entrepreneurship.
