How Udita Bansal is Shaping the Future of Inclusive, Contemporary Fashion with trueBrowns

StartupTalky presents Recap'24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.

The fashion and lifestyle industry in India is seeing a rise in demand for inclusive, sustainable, and versatile designs. A brand name shining bright in the area is trueBrowns. trueBrowns blends ethnic wear with modern style, focusing on size-inclusive fashion that celebrates individuality. The brand offers products suitable for both everyday wear and special occasions.

In this edition of Recap'24, we highlight trueBrowns, known for its creative product launches, expanding retail presence, and meaningful customer connections. Udita Bansal, Founder of trueBrowns, shares insights into the brand’s journey, its recent achievements, and her vision for trueBrowns as a lifestyle brand that combines heritage and modern elegance.

StartupTalky: What inspired you to start trueBrowns, and how has your vision evolved over time?

Ms. Udita Bansal: I conceptualized trueBrowns to bridge the gap between traditional aesthetics and modern sensibilities in urban ethnic wear. My inspiration stemmed from the lack of size-inclusive brands that celebrate individuality. Over the years, my vision has evolved to transform trueBrowns from an apparel brand into a holistic lifestyle brand. With a focus on creating products that seamlessly blend ethnicity with contemporary elegance, I am committed to offering a lifestyle experience that resonates with everyday moments and special occasions alike.

StartupTalky: What were some notable achievements for trueBrowns in 2024, such as product launches, new features, or sales milestones?

Ms. Udita Bansal: trueBrowns, a brand celebrated for redefining contemporary Indian fashion, continues to innovate with exciting new launches and expansions that cater to the modern, discerning clientele. Here's a glimpse of the latest milestones:

1. New Product Categories: trueBrowns ventures into fresh territories with the launch of versatile Sharara sets, men’s reversible jackets, and an exclusive range of woolen winterwear featuring phirans, three-piece jacket sets, and coordinated tops and bottom wear. Additionally, the introduction of thoughtfully designed rakhis made with Sterling Silver and 22K Gold Plating offers a unique touch of tradition blended with modern aesthetics.
2. Expanding Retail Footprint: Bringing the trueBrowns experience closer to customers, the brand has opened 10 new Shop-in-Shop (SIS) stores across the country, making its elegant and inclusive designs more accessible nationwide counting now to a total of 16 stores across the country today.
3. Musical Narratives for Iconic Collections: trueBrowns continues to celebrate the synergy of fashion and art with the release of two original music tracks inspired by its major collections. Phoolmandi by Wild Wild Women captures the vibrant essence of timeless blooms, while Par Na Karoon Main Bayaan by Echoes and Whistles evokes deep emotions, mirroring the brand’s philosophy of storytelling through design.

With each new venture, trueBrowns remains committed to celebrating individuality and heritage while embracing contemporary sensibilities.

StartupTalky: What key strategies do you use to keep customers coming back and reduce churn? Can you share a hack that works for you?

Ms. Udita Bansal: trueBrowns' size-inclusive philosophy is a key factor in fostering deep customer loyalty. The brand's focus on timeless, versatile designs ensures repeat purchases. A strategy that works particularly well is engaging with the community through social media, actively incorporating customer feedback, and initiatives like the 'Relove' platform, which build a strong emotional connection with the audience.

StartupTalky: What tools or platforms have been game-changers in running your business efficiently?

Ms. Udita Bansal: Some of the platforms and tools we commonly use to run our business are Google Trends, Google Analytics, Unicommerce, Simplex, and more.

StartupTalky: What is your overall marketing strategy, and how do you use organic channels like content and social media to connect with your audience?

Ms. Udita Bansal: trueBrowns focuses on authentic storytelling and community building. I always emphasize the importance of using social media to share not just collections but also the brand’s ethos of inclusivity, eco-consciousness, and modern living. Campaigns like 'Relove,' influencer collaborations, and behind-the-scenes glimpses have helped create a narrative that resonates with their audience, fostering long-term loyalty.

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StartupTalky: What strategies did trueBrowns implement in 2024 to overcome challenges and maintain growth, and what key lessons did you learn from them?

Ms. Udita Bansal: trueBrowns continues to surpass its previous growth benchmarks by staying ahead of the curve and consistently aligning with emerging trends in fashion. The brand's ability to balance contemporary aesthetics with timeless appeal ensures it resonates with a wide range of customers.

Key to this growth is trueBrowns’ commitment to maintaining accessible pricing, ensuring that its thoughtfully crafted designs remain within reach while upholding the highest standards of quality. This strategic approach strengthens customer loyalty.

The lesson learned was “Staying attuned to market dynamics ensures a clear understanding of evolving trends and customer preferences.”

StartupTalky: What metrics do you prioritise when evaluating the performance and growth of trueBrowns?

Ms. Udita Bansal: Some of the metrics that we prioritise for evaluating trueBrowns' performance and growth include?

• Organic impressions (Instagram)
• Return On Ad Spend
• Returning Customer Rate

StartupTalky: What trends or opportunities do you foresee for D2C brands in India and globally in the coming years?

Ms. Udita Bansal:

• Indieworkwear
• Versatile silhouettes
• Comfortable fabrics
• Omnichannel approach to growing the business
• Building a robust customer loyalty base

StartupTalky: How do you plan to expand your customer base, product offerings, and team in the next 2-3 years?

Ms. Udita Bansal: Our key expansion plans include:

• New market acquisition
• New category introduction
• Fabric innovations

StartupTalky: As a founder, what advice would you share with other D2C founders based on your experience building trueBrowns?

Ms. Udita Bansal:

• Maintain a close connection to the customer base and therefore take learnings from the same.
• Focus on engaging communication through social channels.
• Embrace innovations like live commerce and quick commerce to stay ahead.

Explore more Recap'24 Interviews here.