In 2019, Udita Bansal conceptualized trueBrowns, a homegrown urban ethnic lifestyle brand that blends traditional Indian roots with a contemporary style, catering to diverse sizes for modern women. Recognising the lack of high-quality apparel available in a wide range of sizes at affordable prices, Udita aimed to establish trueBrowns as a reliable brand with inclusivity at its core. Having aspired to establish her brainchild as a comprehensive lifestyle brand, she was able to successfully achieve the same, by launching the brand’s jewellery category in the year 2023. Additionally, the brand’s expansion into the international market through its global website significantly boosted its overall business performance.
trueBrowns not only focuses on sustainable and enduring fashion but also celebrates India’s cultural heritage through its designs. It envisions becoming a global leader in urban ethnic fashion, celebrating inclusivity and India’s cultural heritage while promoting sustainable and enduring fashion. According to Founder & CEO, Udita Bansal, the brand aims to empower modern women by providing stylish, high-quality, and size-inclusive apparel that blends traditional Indian aesthetics with contemporary design.
Udita says consumer behaviour in the ethnic wear market has notably shifted towards a preference for comfort and versatility, blending tradition with modernity, over the past decade.
- Sustainable and ethical fashion has gained traction, with consumers seeking eco-friendly fabrics and fair trade
- The rise of digital and omnichannel shopping has transformed how people purchase ethnic wear, while social media and celebrity endorsements significantly influence trends and buying decisions.
- Personalisation and customisation have become key, as consumers desire unique, tailor-made outfits.
- Additionally, increased spending power and a focus on health and well-being are driving demand for high-quality, comfortable, and luxurious ethnic wear.
She says trueBrowns has adapted to these trends with ease, by embracing sustainability, offering customisation, innovatively combining traditional and contemporary styles which are essential for staying relevant and appealing to modern consumers and leveraging digital platforms.
Online Vs Offline: What Makes trueBrowns Click
trueBrowns’ believes in seamlessly integrating its online store, social media, and physical retail presence to provide a consistent customer experience. By leveraging data analytics, the brand tailors product recommendations, exclusive offers, and personalised communication based on customer preferences and shopping behaviours. The bespoke experience is also enhanced online through a user-friendly website.
Udita is of the opinion that clicks and bricks both need to go hand-in-hand for a wholesome shopping experience.
“Online shopping offers convenience and access to a wide range of designs, appealing to a broader audience. In-store shopping provides a tactile experience and personalised service, crucial for customers who value fabric quality and expert advice on traditional craftsmanship and styling. We embrace both mediums to cater effectively to diverse consumer preferences,” she explains.
She says that online retail significantly contributes to trueBrowns’ overall sales, accounting for over 80% of the total revenue. “This substantial share highlights the growing importance of e-commerce in our business model, reflecting the increasing preference of customers for online shopping. The ease of access, wide product range, and seamless shopping experience offered through our online platforms have driven this remarkable contribution, positioning online retail as a critical pillar in our overall sales strategy.”
Countering the Unorganised Sector Challenge
Despite the ease of business brought about by Omnichannel integration, Udita says that her brand acknowledges several challenges posed by the unorganised sector to the ethnic wear industry in India.
“One significant issue is the lack of standardised quality control and consistency in products, which can affect consumer trust and brand reputation. Pricing variability in the unorganised sector often leads to price wars, making it challenging for organised brands like ours to maintain competitive pricing while ensuring high-quality craftsmanship and materials,” she says.
“Additionally, distribution and reach can be limited in rural and semi-urban areas where the unorganised sector often dominates, posing hurdles in market penetration and brand visibility. Addressing these challenges requires a strategic approach focusing on quality assurance, competitive pricing strategies, and targeted market expansion efforts tailored to diverse consumer segments across India,” she explains.
Innovation & Technology
Udita says that innovation is poised to revolutionise the ethnic wear retail landscape in India, catering to diverse consumer demands and advancing industry practices.
Key innovations include:
- Customisation and personalisation, allowing customers to tailor their outfits online Conscious and responsible fashion initiatives, promoting eco-friendly materials and processes, are gaining traction among environmentally conscious shoppers
- Technology integration, such as virtual try-ons and AI-driven recommendations, enhances the online shopping experience
- A seamless omnichannel approach ensures consistency across digital and physical platforms
- Cultural fusion techniques combine traditional craftsmanship with contemporary designs
As for technology, there is no greater tool for meeting evolving consumer expectations and driving growth and competitiveness in the ethnicwear market. The brand’s top technologies that significantly enhance both its in-store and online experiences are:
- Omnichannel Inventory Management System: This ensures seamless integration and real-time visibility of trueBrowns’ inventory across all channels, allowing the brand to efficiently manage stock levels and meet customer demands promptly.
- Unified POS: This system integrates both online and offline sales, providing a cohesive shopping experience and enabling the brand to offer features like click-and-collect, returns, and exchanges across different platforms effortlessly.
Expansion Plans
On the back of its impressive omnichannel strategy and technology integration, trueBrowns aims to expand its global footprint by strengthening its presence in existing international markets as well as by exploring new geographies. “We are already positioned with a global website and nationwide presence across India, including Tier II cities and beyond. Expansion into Tier II cities is part of its strategy to tap into growing consumer demand for fashion while fostering cultural inclusivity and celebrating heritage. This expansion not only broadens market reach but also aligns with the brand’s mission to offer conscious, culturally rich fashion choices to a diverse audience, both domestically and internationally,” explains Udita.
She says that trueBrowns’ annual turnover reflects its strong market presence and consistent growth.
“Looking ahead, we expect our Annual Recurring Revenue (ARR) to reach Rs 100 crore over the next 2 years. This projection is based on our robust business strategies, expanding product lines, and increasing customer base. We are confident that our continued focus on innovation, quality, and customer satisfaction will drive this significant growth, solidifying our position in the market and delivering exceptional value to our stakeholders,” she concludes.
