What Truebrowns does

trueBrowns, legally trueBrowns Lifestyle Pvt. Ltd., is an Indian direct-to-consumer sustainable fashion brand headquartered in Gurugram with a physical retail showroom at DLF Mall of India in Noida. The company sells modern ethnic and fusion apparel primarily through a Shopify-based e-commerce storefront, complemented by a presence on Blinkit's quick-commerce platform and a single offline store. Its portfolio covers women's kurta sets, co-ord sets, sarees, dresses, and jacket sets; men's ethnic wear under the Rangrez and Rutba sub-brands; jewelry under the Umang sub-brand; the trueCORE cotton basics line; the tB Plus inclusive sizing range (2XS–6XL); accessories including shawls, stoles, and yoga bags; a Personalized Calligraphy customization service; and seasonal offerings such as the Rakhi collection.

The business runs on a multi-channel DTC model that combines the owned website, Blinkit, organic social media (Instagram and Facebook), a content blog called tB Digest, celebrity endorsements from Kajol and Kareena Kapoor, and physical retail. Pricing is unit-based with products ranging from ₹149 entry-level jewelry to ₹5,599 premium silk wear, augmented by tiered discounts (10% above ₹7,999; 20% above ₹11,999; 5% on prepaid) and heavy promotional markdowns observed on the storefront (frequently 50–60% off MRP). Customer segmentation is horizontal across women (primary), men, and plus-size consumers, with breathable natural fabrics and inclusive sizing positioned as the central differentiators. The firm operates as an independent private limited company with no disclosed institutional backing, funding rounds, headcount, or management team information in the available data, and reported 3,605+ on-site customer reviews as the most direct engagement signal.

Name

Truebrowns

Legal name

trueBrowns Lifestyle Pvt. Ltd.

Website

https://truebrowns.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

trueBrowns is an Indian sustainable fashion DTC brand selling modern ethnic apparel, jewelry, and accessories through its Shopify website, Blinkit, and a Noida retail store, targeting women, men, and plus-size consumers with inclusive 2XS–6XL sizing.

Ownership category

akta.pro rank

Product category

Ethnic Apparel and Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Modest & Religious Apparel Retail (CRAAABAK)

Keywords

• Sustainable ethnic wear
• Indian apparel retail
• Women's kurta sets
• Inclusive size fashion
• Direct-to-consumer clothing

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for apparel including kurta sets, co-ord sets, sarees, dresses, and jewelry. Products sold at various price points from entry-level to premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

trueBrowns designs, produces, and sells sustainable Indian ethnic apparel and accessories for women, men, and jewelry shoppers, with inclusive sizing from 2XS to 6XL. Core categories include kurta sets, co-ord sets, sarees, dresses, jacket sets, men's kurtas, jewelry (Umang), shawls/stoles, yoga bags, and personalized calligraphy services, sold through its own Shopify website, Blinkit, and a physical store.

Product overview

TrueBrowns is an Indian sustainable clothing brand offering a diverse portfolio of ethnic wear products for women, men, and children. The core product lines include trueCORE (premium cotton basics), women's kurta sets, co-ord sets, sarees, dresses, and jacket sets. The brand operates with a platform-plus-modules architecture, featuring sub-brands like Umang (jewelry collection), tB Plus (inclusive plus-size sizing from 2XS to 6XL), and seasonal offerings such as Rakhi. Additional offerings include personalized calligraphy services, yoga bags, shawls and stoles, and men's ethnic wear collections including Rangrez and Rutba. The brand emphasizes sustainability, Indian craftsmanship, and inclusive sizing across its product range.

Differentiator

Problem solved

Functional benefit

Brands

• trueCORE: Cotton-forward collection featuring premium cotton, functional silhouettes, everyday solids, and inclusive sizing from 2XS to 6XL.
• Sitara
• Phoolmandi
• Rangrez
• Rutba
• tB Corner

Products and services

• trueCORE Cotton Basics Collection Premium cotton-forward basics collection featuring airy, breathable fabrics and functional silhouettes designed for all-day comfort across seasons, offered in inclusive sizing from 2XS to 6XL.
• Women's Kurta Sets Traditional Indian kurta sets for women in styles including Anarkali, A-line, and straight cuts with matching bottoms, priced from Rs. 1,600 to Rs. 4,699.
• Co-ord Sets Coordinated outfits featuring matching tops and bottoms in silhouettes including flared pants, shararas, and skirts, priced from Rs. 1,600 to Rs. 4,999.
• Saree Collection Traditional Indian sarees including cotton, silk, and tissue varieties with prints and embroidery, priced from Rs. 2,000 to Rs. 5,599.
• Dresses Ethnic and fusion dresses including maxis, Anarkalis, and everyday wear styles for women, priced from Rs. 1,600 to Rs. 4,799.
• Jacket Sets Three-piece sets featuring jackets paired with kurtas or tops and matching bottoms, designed for festive occasions, priced from Rs. 2,200 to Rs. 2,320.
• Shawls & Stoles Accessories including embroidered and woollen stoles in various colors and patterns.
• Yoga Bags Functional yoga accessories including yoga sleeve bags and tote bags.
• Umang Jewelry Collection Jewelry collection for women featuring earrings, rings, bracelets, necklaces, and pendant sets in gold and silver tones, priced from Rs. 149 to Rs. 2,100.
• Men's Ethnic Wear Men's ethnic clothing including kurtas, shirts, jackets, and coordinated sets in various prints and fabrics under collections Rangrez and Rutba.
• tB Plus Inclusive Sizing Collection Inclusive sizing collection offering women's ethnic wear from 2XS to 6XL.
• Personalized Calligraphy Service Custom calligraphy personalization service allowing customers to add handwritten text to products.
• Rakhi Collection Seasonal Rakhi accessories and festive wear for Raksha Bandhan celebrations.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• BlinkitminorChannel Partner/ Reseller/ DistributortrueBrowns products are available on Blinkit's quick commerce platform, enabling rapid delivery of select products to customers in select cities.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Global Desi: Indian ethnic-fusion brand for young women, with playful prints and contemporary silhouettes. Competes with trueBrowns for the same modern, urban ethnic wear shopper.
• Biba: One of India's largest ethnic wear brands for women, offering kurtas, suits, and fusion sets through offline stores and e-commerce. Closest direct competitor to trueBrowns in the Indian ethnic wear category, with overlapping customer base and price points.
• W for Woman: Major Indian ethnic and fusion wear brand for women with strong offline + online presence, including plus-size lines. Highly comparable to trueBrowns on positioning, collection cadence, and target demographic.
• Aurelia (TCNS Clothing): Mid-market Indian women's ethnic wear brand by TCNS Clothing, with national retail and online footprint. Directly comparable in assortment (kurtas, co-ords, bottom wear) and customer overlap with trueBrowns.
• AND (AND India): Premium western-ethnic fusion brand for women with pan-India retail and celebrity-led marketing. Overlaps with trueBrowns on occasion wear (workwear, evening) and aspirational buyer profile.
• Libas: India-based ethnic wear brand with strong e-commerce focus and tie-ups with quick commerce platforms. Highly comparable to trueBrowns on DTC distribution, occasion segmented catalog, and value-to-mid price positioning.
• Sangria (Shoppers Stop): Indian festive and fusion wear brand owned by Shoppers Stop, sold online and through department stores. Directly comparable assortment and customer base to trueBrowns.

Emerging players

• Janasya: Fast-growing DTC Indian ethnic wear brand with a wide assortment of kurtas, co-ords, and sets at accessible price points. Closely comparable to trueBrowns on Shopify-led DTC model and occasional heavy discounting.

Broad incumbents

• Myntra: India's largest fashion e-commerce marketplace, carrying a wide range of ethnic wear brands including competitors. Comparable as the dominant demand aggregator where trueBrowns' brand is also discoverable.
• Nykaa Fashion: Online fashion retailer with a strong ethnic wear and jewelry assortment, including influencer-led brands. Comparable as a multi-brand channel and bellwether for India's online ethnic wear category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Truebrowns