FableStreet

What FableStreet does

FableStreet is a privately-held, India-based direct-to-consumer apparel company that designs, manufactures, and sells premium western wear for Indian women. Founded in 2016 by Ayushi Gudwani, a former McKinsey consultant, the company targets the historically under-served segment of working Indian women who struggle to find well-fitting western workwear built for Indian body types rather than adapted from European or American sizing. Its core product portfolio spans tops, shirts, t-shirts, dresses, trousers, the signature 'LivIn' stretch pants, skirts and shorts, denim, camisoles, jackets and blazers, and jewellery, organized into curated sub-brand collections such as The Formal Edit, Natural Fibres, and the Winter Edit.

The company's primary technical differentiator is its proprietary 'Tailored Fit' algorithm, developed from an initial 10,000 measurements and subsequently scaled to over 200,000 measurements of Indian women. This algorithm asks for only three body measurements and produces sizing recommendations, supplemented by body-type-specific product lines (hip-friendly, belly-friendly, bust-friendly, arm-friendly). FableStreet distributes through its owned e-commerce storefront, native iOS and Android apps, and 7 physical retail stores located in premium malls across Delhi NCR, Mumbai, and Pune, with international shipping to most destinations outside the USA. It also operates FS Life as a wholly-owned 'House of Brands' subsidiary, signaling a multi-brand expansion strategy. Revenue is generated via one-time direct product sales at unit price points between approximately ₹1,297 and ₹1,995, with no disclosed subscription, licensing, or enterprise revenue streams.

Name

FableStreet

Legal name

Fable Street Lifestyle Solutions Private Limited

Website

https://fablestreet.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

FableStreet is a privately-held Indian direct-to-consumer apparel brand designing premium western wear for Indian women, built on a proprietary fit algorithm derived from 200,000+ body measurements and sold via e-commerce, mobile apps, and 7 retail stores.

Ownership category

akta.pro rank

Product category

Women's Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Women's Clothing Stores (5621), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industries

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear) (IMAOAEAF)

Keywords

• Women's apparel
• Western wear
• Workwear clothing
• Made-to-fit fashion
• Direct-to-consumer fashion

Headquarters

HQ city

Haryana

HQ country

India

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time transaction-based sales of western wear apparel including tops, dresses, trousers, skirts, shirts, jackets, and accessories through e-commerce and retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

FableStreet designs, brands, and sells premium western wear apparel for Indian women — including tops, dresses, trousers, jeans, skirts, jackets, blazers, and jewellery — built on a proprietary 'Tailored Fit' sizing algorithm derived from over 200,000 measurements of Indian women. The brand distributes through its own e-commerce site, iOS and Android apps, and 7 physical retail stores across Delhi NCR, Mumbai, and Pune.

Product overview

FableStreet is a premium western wear brand for Indian women, offering a unified e-commerce platform with clothing designed specifically for Indian body types. The core product portfolio includes Tops & Shirts, Dresses, LivIn Pants (the signature limitless stretch pant), Trousers, Skirts & Shorts, Denim, Camisoles, Jackets & Blazers, T-Shirts, and Jewellery. The brand is organized around sub-brand collections including Natural Fibres (cotton and linen), The Formal Edit (workwear), and the Winter Edit (seasonal). All products are built on a proprietary "Tailored Fit" algorithm developed from over 200,000 measurements of Indian women to ensure proper fit without requiring women to fit into standard sizing.

Differentiator

Problem solved

Functional benefit

Brands

• FS Life: A House of Brands lifestyle platform operated by FableStreet

Products and services

• Tops & Shirts Versatile wardrobe essentials including casual tees, elegant cropped tops, and formal shirts designed to flatter Indian body types. Targeted at Indian women seeking stylish everyday and office-ready tops.
• Dresses One-and-done statement pieces including formal dresses, casual wrap dresses, A-line dresses, shift dresses, and knitted bodycon dresses for work and play. Designed for Indian women seeking versatile dress silhouettes.
• LivIn Pants Signature limitless stretch pants featuring 4-way stretch, limitless comfort, and limitless styles. Available in skinny, straight, culottes, and wide-leg silhouettes. Targeted at Indian women seeking all-day comfort pants.
• Trousers Classic women's trousers in straight, bootcut, and wide-leg silhouettes designed for all-day comfort from AM to PM. Priced from ₹1,297 to ₹1,995.
• Skirts & Shorts Versatile bottoms including pleated midi skirts, functional skorts (skirt+shorts hybrid), and above-knee shorts in various fits. Skirts priced from ₹1,427 to ₹1,492.
• Denim Denim wear for women including jeans in slim straight fit and other silhouettes with stretch and comfort features, designed for Indian body shapes.
• Camisoles Elevated everyday wear camisoles in satin, modal blends, cotton-rich knits, and breathable stretch materials with cowl necks, V-necks, and adjustable straps.
• Jackets & Blazers Formal and casual outerwear including business jackets, blazers, and coats for professional and versatile styling. Targeted at working Indian women building a corporate wardrobe.
• T-Shirts Soft, lightweight, and stretchable casual tees for everyday wear in various colors and styles.
• Jewellery Handcrafted jewellery including earrings, necklaces, bracelets, and cuffs featuring unique artisanal designs. Sold as a complementary accessory line.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AND (AND Designs India): AND is a premium Indian women's western wear brand by AND Designs India, sold through exclusive stores, multi-brand outlets, and e-commerce. It targets the same premium working-woman segment as FableStreet with comparable price points and a focus on contemporary office-to-evening styling.
• Global Desi: Global Desi (TCNS Clothing) is an Indian women's western wear brand with playful, contemporary styling and a strong mall presence across metros. It competes with FableStreet in the same premium-mid tier and shares a similar omnichannel retail-plus-online distribution model.
• W for Woman: W for Woman (TCNS Clothing) is an Indian women's apparel brand offering western and indo-western workwear across price points, with both retail stores and e-commerce. It is the closest direct competitor to FableStreet, targeting the same working Indian woman customer segment with similar workwear-focused merchandising.
• Aurelia: Aurelia (TCNS Clothing) is an Indian women's contemporary wear brand offering fusion and western styles across stores and online. While slightly more fusion-focused than FableStreet, it competes for the same working Indian woman in metro malls and on major e-commerce platforms.

Broad incumbents

• ONLY: ONLY (Bestseller India) is an international women's fashion brand with extensive Indian mall and online presence. It overlaps with FableStreet's western wear category but operates at higher scale and broader assortment, making it a broader incumbent rather than a direct specialist.
• Zara (Inditex India): Zara operates premium fast-fashion stores in India's top metros and online, directly competing for the western-wear-shopping working woman. As a global incumbent, it has significantly broader assortment, brand recognition, and pricing power than FableStreet.
• Vero Moda: Vero Moda (Bestseller India) is a large international women's fashion brand with deep Indian retail penetration across metros. It is a broader incumbent competing in the same western wear category as FableStreet but with a wider portfolio, lower price points on basics, and significantly larger scale.
• H&M (India): H&M operates value-priced fast-fashion stores across major Indian metros and online. While positioned below FableStreet on price, it competes for the same working woman's wardrobe occasions, making it a relevant broad incumbent in the women's western wear category.

Others

• Nykaa Fashion: Nykaa Fashion is an Indian online fashion marketplace operated by FSN E-Commerce Ventures, selling women's apparel and accessories. Like Myntra, it is a marketplace competitor to FableStreet's owned e-commerce channel and a key discovery platform for premium Indian women's brands.
• Myntra: Myntra is India's largest fashion e-commerce marketplace, carrying W, AND, Aurelia, Vero Moda, and hundreds of other brands including D2C players. It is not a direct competitor to FableStreet but a critical distribution and discovery channel — and a benchmark for the broader Indian online fashion category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/fable.street
• Xx.com/FableStreet
• Facebookfacebook.com/fablestreet

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 FableStreet