About FableStreet: Founded in 2016, FableStreet offers solution-driven styles that address the lifestyle needs of working women. As an organisation, they strive for agility, authenticity & taking care of women’s work/life needs. Crafted thoughtfully using luxury fabrics, their premium pieces are timeless, effortless & tailored to body measurements. Like the women they design for, they are also constantly learning & unlearning but never stopping. And the same is reflected in their products & philosophy. About Ayushi Gudwani, Founder, FableStreet A Post Graduate Diploma in Management from IIM Calcutta, having worked with McKinsey & Co. for over six years as a Senior Engagement Manager Ayushi had the vision of manufacturing and delivering international quality work-wear especially designed to fit body types and cater to the like and preference of Indian women. After working on several public health and welfare projects in Bihar and U.P, she wanted to establish her own venture, one that would create a positive impact and alleviate the challenges associated with fit and sizing for women’s western work-wear. She observed that there was an untapped potential in the professional work-wear space for women in the Indian market. Ayushi then undertook an extensive, hands-on R&D program wherein she spoke to and measured over a 1000 Indian women in order to understand the problems associated with the western work-wear options available in the Indian market. She was able to identify the commonalities and distinctness of shapes and sizes amongst Indian women. After accumulating an invaluable data pool on the various types of body shapes, she devised a ‘Tailor Fit’ algorithm that requires just 3 body measurements (chest, waist and hip) along with the height to extrapolate the remaining measurements with great accuracy. With the algorithm in place and having interned over a course of six months in an apparel house to understand the construction and sizing of garments, Ayushi founded FableStreet in 2016. Sensing the opportunity she was able to take advantage of the E-commerce boom, lack of good work-wear in the Indian market, increase in the number of women who prefer to wear western attires in the workforce and her vast knowledge to carve out a niche for herself in the Fashion and Lifestyle E-commerce sector.

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