Udita Bansal conceptualised trueBrowns in 2016 after the realisation that there wasn’t a go-to young brand in the market that is close to our traditional aesthetics and also offers a contemporary take.“While structuring our product line, range and collections, we moved towards inclusivity being one of the central axis on which the brand would shape up. We wanted to make a truly size-inclusive brand that would cater to everyone, regardless of their measurements which led to us launching our first collection in plus size. We offer a wide range of sizes from 2XS-6XL, a range that was not readily available in the e-commerce market before”.
The trueBrowns collections are based on seasons, right from the fabric to the aesthetic. Design sustainability has been the core of the brand. “Whatever is the ongoing trend, we incorporate some minute part of it in our designs and also keep it classic and versatile. We keep the spark alive by providing clothing that is functional, comfortable, versatile, can be dressed up and dressed down according to the occasion. These are the basics that we follow which further leads to the storyline building when it comes to product photography.There are a few things that we keep in mind while working on a new collection. Embracing our roots is the first step. We try to bring out some aspect of our culture in our collections,” Udita says.
She then goes on to add,“Secondly, we pay a lot of attention on the fabric that we are using. Fabrics like khadi, cotton, silk and linen provide the maximum amount of comfort. Thirdly, the silhouettes should be such that it makes one feel comfortable. Last but not the least the versatility of the outfits; they are made to be worn multiple times, can be dressed up or dressed down. We try using handloom fabrics like cotton and khadi in order to support the Indian weavers. Handmade laces are sourced. We are looking forward to strengthen our ties with Indian artisans and work with them in future.”
The response from the consumers for trueBrowns has been favourable and encouraging so far. As an e-commerce brand, the volume of digital penetration in the Indian subcontinent has really pushed the brand to establish its foothold in the homegrown, size-inclusive retail fashion landscape. “We are present through our website and other platforms and 60 per cent of the sales are contributed by Tier-1 cities.We are a digital only brand, with 100 per cent online sales with multi-channel presence on third party retail platforms such as Myntra, Nykaa Fashion, Ajio, Jaypore etc., which contribute about 95 per cent of the sales. Now we aim to fortify our online presence with specific brand and digital marketing initiatives and reduce third party contribution to about 75 per cent, with 25 per cent coming from the brand website.The journey has just begun, we are still a long way ahead to make a mark in the vertical that we operate, especially in terms of the ethos that we imbibe,” Udita adds.
trueBrowns has already established inclusivity at a product level. “What is going to help us stay is the fact that we are belief-driven and so are our consumers. Our brand ethos of size inclusivity, customisation and sustainability keep us going and we strive to bring that message forward in our consumer’s mind.With the product line being urban ethnic wear, trueBrowns manufactures products with a design sensibility that stays relevant for years and size offering that covers extreme sizes in both spectrums,” Udita sums up.