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Ayushi Gudwani: Pioneering the Evolution of Women's Fashion


Entrepreneurial Vision Ayushi Gudwani, the Founder and CEO of FS Life, has redefined the landscape of women's fashion with her innovative approach. 

After a fruitful 7-year stint at McKinsey & Co., where she specialized in strategy, growth, and scalability, Ayushi embarked on an entrepreneurial journey in September 2016. 

Her motivation stemmed from personal frustration in finding well-fitted and comfortable western workwear in India. 

Solving the Fit Challenge 

Ayushi recognized the underexplored market for women's workwear and undertook extensive research, personally measuring 200 women to gather valuable sizing data. 

This data formed the foundation of FS Life's sizing algorithm, catering to Indian body types from XS to XXL, even offering tailored options. 

Adapting to Changing Times 

With the pandemic reshaping workwear demands, FS Life underwent a significant transformation. 

Fable Street expanded into a multi-category western wear brand, introducing evening wear and more. This success story paved the way for the launch of two sister brands - March and Pink Fort - within a short span. 

Awards and Recognition 

Despite her non-fashion background, Ayushi's risk-taking and dedication bore fruit. She earned accolades such as BW 40 under 40 (2022), Fortune India 40 under 40 (2021), 'Queen of Workwear' by India Today (2022), and the 'Incredible Women Achiever' title from the Indian Chamber of Commerce (2022). 

Ayushi's achievements 

Her good work also earned her a place among five women entrepreneurs invited to the Global Victoria Women’s (GVw) 2020 Summit in Australia. 

Future Prospects In September 2022, FS Life secured 50 crores in Pre-Series B funding from Fireside Ventures, positioning itself for further online expansion and the launch of offline stores. 


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