Homegrown urban ethnic lifestyle brand trueBrowns has ventured into physical retail, with the launch of its maiden exclusive brand at outlet at DLF Mall of India, Noida.
The beautifully crafted store features upcycled furniture including antique framed mirrors, trial room chairs and even wooden pillars, hand carved clothes rods, handcrafted curtains made with pattu weave and upholstered consoles. Alongside this, the store features a wall which is an ode to two of the brand’s first collections – Meera & Maati.
The brand is available online through its robust website, as well as in shop-in-shops across the country, in Delhi-NCR, Mumbai, Bengaluru, Ahmedabad and Bhubaneswar.
READ MORE: trueBrowns to be a 100 cr brand in 2 years on the back of innovation: Udita Bansal
The Beginning
In 2019, Founder & CEO, Udita Bansal, conceptualized trueBrowns, a brand that blends traditional Indian roots with a contemporary style, catering to diverse sizes for modern women. Recognising the lack of high-quality apparel available in a wide range of sizes at affordable prices, Udita aimed to establish trueBrowns as a reliable brand with inclusivity at its core.
Having aspired to establish her brainchild as a comprehensive lifestyle brand, she was able to successfully achieve the same, by launching the brand’s jewellery category in the year 2023. Additionally, the brand’s expansion into the international market through its global website significantly boosted its overall business performance.
trueBrowns not only focuses on sustainable and enduring fashion but also celebrates India’s cultural heritage through its designs. It envisions becoming a global leader in urban ethnic fashion, celebrating inclusivity and India’s cultural heritage while promoting sustainability.
