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In recent years, India’s fashion and apparel landscape has witnessed a dynamic transformation, and at the heart of this evolution are women-led start-ups that are not only thriving but reshaping consumer narratives. Founders like Sujata and Taniya Biswas of Suta, Sheetal Kapoor of SHREE, an ethnic wear brand and Esha Bhambri of House of Fett are proving that entrepreneurial spirit, paired with creativity and resilience, can carve new avenues in a highly competitive industry.
These homegrown brands aren't just selling garments — they’re building ecosystems around conscious fashion, authentic storytelling, and a deep understanding of the Indian consumer.
A Fast-Growing Industry with Room for Innovation
The number of women-led startups has nearly doubled—from 10% in 2017 to 18% in 2022— with fashion and apparel being one of the most active sectors as per a ‘Textile Value Chain’ study. In the D2C (direct-to-consumer) fashion space, women-led ventures accounted for over 52% of companies in May 2023—a phenomenal 2700% increase since 2017.
According to a 2024 report by Statista, the Indian apparel market is projected to reach a value of USD 105 billion by 2026, growing at a CAGR of over 11%. While large corporations dominate market share, there's been a sharp uptick in consumer preference for homegrown, design-first, purpose-driven brands — a niche where women-led ventures are flourishing.
In the digital era, where brand stories, sustainability, and individuality matter more than ever, women entrepreneurs are leading with empathy, creativity, and strategic agility.
- Suta: Handwoven Stories, Woven by Women
Sisters Sujata and Taniya Biswas founded Suta with a simple yet powerful goal: to bring India’s handloom heritage back into everyday wardrobes. The Mumbai-based label specializes in handwoven saris, blouses, and garments, partnering with over 14,000 weavers across India.
What sets Suta apart is its focus on sustainability, softness, and storytelling. The brand combines traditional weaving techniques with modern aesthetics, offering clothing that is not only stylish but also deeply rooted in India’s craft culture.
Despite starting with a modest investment, Suta grew rapidly, thanks to a strong digital-first strategy and authentic voice that resonated with millennial and Gen Z customers alike. With a vibrant online presence and a loyal community, Suta now has multiple offline stores and ships globally.
- Shree: Making Ethnic Fashion Accessible
When Sheetal Kapoor launched Shree, the ethnic wear brand in 2009, she envisioned a brand that made ethnic wear accessible to working women — garments that were elegant, comfortable, and affordable. Shree quickly gained traction by focusing on ready-to-wear kurtis, tunics, and fusion wear, catering to women who needed functional fashion for everyday life.
“At SHREE, every creation begins with the fabric, not the fast-fashion model. We craft our own textiles using pure natural fibers, woven for strength, softness, and durability. Eco-friendly dyes ensure gentle, earth-safe printing. Much of our production is done in-house, allowing us to maintain quality at every step—from yarn to final stitch. The result: elegant, lasting ethnic wear that celebrates a woman's comfort, grace, and daily journey”, says Sheetal Kapoor, Co-Founder, SHREE.
Today, Shree operates over 100 stores across India and has a strong e-commerce presence. What truly makes it remarkable is its affordability and inclusivity, catering to customers from Tier I to Tier III cities. Sheetal’s success reflects how deep-rooted consumer insight, combined with disciplined operations, can lead to scalable growth.
In an era where many brands focus on aspirational fashion, Shree’s strength lies in offering style without complexity — proving that accessible fashion is not only profitable but essential in a country as diverse as India.
- House of Fett: Where Runway Meets Retail
Founded by Esha Bhambri (a NIFT Delhi and London College of Fashion alumna) and Abhinav Gupta, House of Fett was born from a clear market gap: high-fashion, runway-inspired clothing tailored to Indian body types and climates but priced accessibly.
From its first retail store in DLF Saket in 2018, House of Fett has grown into a 15+ store network across premium retail destinations like Khan Market, DLF Mall of India, and Ambience Mall. Speaking about the brand’s journey, Esha shares, “What differentiates us is our bold yet wearable design language. We translate global runway trends into functional, fashion-forward pieces that work for the Indian woman — her body, her lifestyle, her climate.”
With a 68% YoY revenue growth, House of Fett has not only expanded its offline footprint but also seen significant traction online. The pandemic accelerated their digital transformation, and today, 40% of their revenue comes from online channels, with 70% of that driven by their own website.
“For FY26, we are aiming to deepen our physical footprint across India, expanding into high-potential new regions such as Punjab, Kolkata, and Raipur. Simultaneously, we’re strengthening our presence in cities where we already have a stronghold, including Hyderabad, Bangalore, and Mumbai. We aim to scale up to 25 company owned retail stores and open an additional 10 stores through franchise partnerships. This hybrid approach allows us to maintain control over brand experience while leveraging the regional strength and community integration of local partners”, signs off Esha.
Leading with a Human Centric approach
Women-led start-up brands in the fashion apparel sector resonate strongly with customers because they often blend authenticity, purpose, and innovation. These brands tend to prioritize inclusivity, sustainability, and body positivity—values that increasingly align with the expectations of modern consumers.
By leveraging personal experiences and a deep understanding of their audience, women founders create designs that reflect real-world needs rather than abstract trends. They also tend to build communities around their brands, fostering strong emotional connections through storytelling, transparency, and social engagement. This human-centric approach builds trust and loyalty, making these start-ups stand out in a crowded market.
A New Era for Women in Fashion Entrepreneurship
These success stories are more than just business case studies — they represent a cultural shift. According to a 2023 report by YourStory, over 35% of fashion start-ups in India are now led by women, up from just 18% in 2017. These founders are not only creating profitable ventures, but also challenging traditional notions of leadership, prioritizing sustainability, and building inclusive ecosystems.
Their rise reflects a generation of women who are blending passion with professionalism, style with strategy, and creativity with commerce.
These founders are not only redefining how fashion is made and marketed but also creating brands that resonate deeply with the Indian woman — confident, conscious, and globally inspired.
As the sector continues to grow, it’s clear that the future of fashion in India is female-forward, design-driven, and digitally empowered. With visionaries like Esha Bhambri, Sujata & Taniya Biswas, and Sheetal Kapoor leading the way, the runway is wide open for more women to shine.
