Ayushi Gudwani is the Founder and CEO of FS Life (prev. Fable Street) - a house of brands running three brands i.e. FableStreet - a premium western-wear clothing brand for women, Pink Fort - a modern Indian wear brand reimagining traditional clothing for women, and March - a sterling silver and semi-precious jewelry brand. Prior to setting up FS Life, Ayushi spent 7 years at McKinsey & Co. where she consulted various organizations on strategy, growth and scale across sectors. By education, she is an engineer from NSIT, Delhi and an MBA from IIM Calcutta, from where she graduated as a silver medalist. Ayushi ventured into entrepreneurship in September 2016, after first experiencing the difficulty in finding well-fitted and comfortable western work-wear for herself in the Indian market. She evaluated the underpenetrated category of women’s work-wear, and undertook extensive R&D to understand the characteristics of sizes and body types among Indian women. Starting off by taking measurements of 200 women by herself, over the years the company has built a sizing database of 1 lakh+ measurements of Indian women. This has been instrumental in strengthening the brand's core proposition, its sizing algorithm for Indian bodies. The size range varies from XS to XXL along with an option of getting the outfit tailored for oneself. In 2020 with the onset of the pandemic, as workwear became irrelevant as a category, a massive product revamp and expansion took place. Fable Street evolved into a multiple category western wear brand, which included not only workwear but also evening wear, day wear etc. The experimentation that took place within FableStreet, and its phenomenal success gave birth to two more brands — March and Pink Fort — launched just 2 months apart. Despite not having a background in fashion, Ayushi had decided to build the business from scratch, without a co-founder, and took a risk by investing personal money to set it up. Today, she is proud of the growth, loyalty and followership that Fable Street saw and the incredible start Pink Fort and Mikoto got, along with the recognition achieved in terms of awards. Ayushi has been recognised at BW 40 under 40 (2022), Fortune India 40 under 40 (2021), titled the ‘Queen of workwear’ by India Today group (2022), and awarded the ‘Incredible Women Achiever’ by the Indian Chamber of Commerce (2022). Furthermore, she was one among 5 women entrepreneurs invited by the State Government of Victoria, Australia to the prestigious Global Victoria Women’s (GVw) 2020 Summit. In recognition of her work in the industry, she has been awarded many accolades, including Business World Young Entrepreneur Award (2019), Times She Unltd Entrepreneur Awards (2019), FICCI Young Leaders (2019), Small Enterprise Business Award, Best SME (Garments & Textile) (2019), Business Today Coolest Startups (2018), Debutant E-Retailer of the Year, Star Retailer Awards (2018), Your Story Shesparks (2018), India Today - 10 Women Changing the Face of SME in India and Facebook - Top Women in Business and Tech. FS Life (prev. FableStreet) remains distinctive in its approach - in that it is customer-backward as opposed to design-forward, with a keen focus on understanding the evolving customer needs, and building products which offer great fits, comfort as well as functionality. Started as a digitally native vertically integrated brand, till date the brand has served more than 1,00,000 customers, which included prominent CEOs/CXOs, and celebrities. It has expanded into adopting an omni-channel retail approach, and sells on platforms like Myntra, Ajio and Nykaa. In September 2022, it raised 50 crores in Pre-Series B from Fireside Ventures, and is now looking at scaling up the brands online & launching offline as well.