Ayushi Gudwani

 Founder & CEO, FableStreet 


Born on 26th September 1984, Ayushi Gudwani is a native of New Delhi. She is an engineer by education and holds an MBA from IIM Calcutta. She founded FableStreet in September 2016 as a tech-enabled, solution-driven, premium work-wear brand for women, specialising in Tailored Fits (raised $3 million in Series A from Fireside Ventures in December 2019). Prior to setting up FableStreet, Ayushi spent 7 years at McKinsey & Co. where she consulted various organisations on strategy, growth and scale across sectors. She ventured into entrepreneurship after first experiencing as a customer & then evaluating the underpenetrated category of women’s work-wear. 


The vision was clear—to address and solve the unmet needs of professional women by offering premium apparel and lifestyle choices customised to their sizes. The brand is distinctive in 3 ways:

1. R&D-oriented and analytics-drivenStrong focus on fits, comfort and functionality.

2. USP in sizing—The brand’s proprietary Tailored Fit algorithm offers bespoke clothing to women by using just 3 body measurements. 

3. Customer-Backward approach as opposed to design-forwardFocusing on evolving customer needs and building products to address them.


Ayushi is proud of the growth, loyalty and followership that FableStreet has seen along with the recognition achieved in terms of awards. Despite not having a background in fashion, she decided to build a business from scratch, without a co-founder, and took a risk by investing personal money to found the brand. Today, the brand has prominent investors such as Harmeet Bajaj (Fashion Expert), Pradeep P (CEO, Uber India), Dilip Khandelwal (MD, Deutsche Bank), Pameela P (Director, HUL) and Kanwaljit Singh (Managing Partner, Fireside Ventures) backing the company. Till date, FableStreet has served more than 1,00,000 customers including prominent CEOs/CXOs such as Kiran Mazumdar-Shaw. FableStreet primarily sells through its own website www.fablestreet.com and via E-commerce platforms like Myntra, and currently has one retail store in New Delhi. 


Ayushi has been awarded many accolades in recognition of her work in the industry, 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. She was also one of 5 women entrepreneurs to be invited by the State Government of Victoria, Australia to the prestigious Global Victoria Women’s (GVW) 2020 Summit.