FableStreet: My Style, Your Fit
With an increasing number of women joining the workforce in India, the women's office-wear segment was gaining traction in the clothing industry and a number of start-ups had recently appeared in the country. Ayushi Gudwani founded FableStreet (FS), a premium office-wear brand, when she found it difficult to find office-wear that fit her well. She found this to be a major pain point for many professional Indian women and decided to solve the problem. After extensive research, Gudwani developed a sizing guide unique to Indian women's body types and an algorithm that drove the development of FS's well-fitting quality clothing for professional women. In December 2019, FS raised US$2.95 million in a Series A round to fund its expansion. Now Gudwani has to choose the company's next course of action by evaluating various growth options and choosing whether to build an offline presence, add accessory items as a new product category, or expand internationally.