An ‘all-inclusive’ fashion brand

With a vision to bring joy and confidence to every woman in any nook and corner of the country, Dr. Drishti Anand, Co-founder, LetsDressUp is dressing them up in their size and their style with her brand. Talking about affordable, comfortable and chic dressing, she talks to Urban Melange about her brand and her journey.

What was your vision behind LetsDressUp? Tell us about your journey.

Right from a young age, I was extremely fashion-conscious. I understood the impact and confidence a woman experiences when dressing up well, especially when it is tough to find the right outfits. This became tougher with age and a changing body type. This was when I had elaborate discussions with my family and friends, who described the same pain point to me. I conducted secondary research with my co-founder and husband, Aditya Balani, who was then working with Kearney, solving CXO-level problems. We found that 2 out of 3 Indians are dissatisfied with the clothes they purchased. I talked to 2000+ women to realize they faced a problem finding their size in their style. We also found that about ~ 30%-40% of the clothes bought are returned because of fitting issues in size and style. Thus, LetsDressUp (LDU) was born out of this need gap, and we are addressing the enormous concern of Indian women’s size-specific needs. We are building the most inclusive brand for Bharat.

How is LetsDressUp different from the rest of the fashion platforms available?

We are India’s first company to develop an Indian size chart by measuring 2500+ Indian women in real-time. Today users have a range of sizes from XS to 8XL, unmatched by the most prominent brands. The sizes we create fit the Indian body better than foreign size charts like the UK, US, etc.  At LDU, we have successfully brought the return rate to <3%, which is 10X better than the industry standards.

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