Ivey Publishing

Product Details

FableStreet: My Style, Your Fit
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13 pages (8 pages of text)
Product Type:
Case (Field)
With an increasing number of women joining the workforce in India, the women's office-wear segment was gaining traction in the clothing industry and a number of start-ups had recently appeared in the country. Ayushi Gudwani founded FableStreet (FS), a premium office-wear brand, when she found it difficult to find office-wear that fit her well. She found this to be a major pain point for many professional Indian women and decided to solve the problem. After extensive research, Gudwani developed a sizing guide unique to Indian women’s body types and an algorithm that drove the development of FS’s well-fitting quality clothing for professional women. In December 2019, FS raised US$2.95 million in a Series A round to fund its expansion. Now Gudwani has to choose the company’s next course of action by evaluating various growth options and choosing whether to build an offline presence, add accessory items as a new product category, or expand internationally.
Learning Objective:
The case is designed for use in graduate-level courses on entrepreneurship and new venture creation with a particular focus on growth strategies. The case can also be used in a course on strategy focusing on growth strategies. After working through the case and assignment questions, students will be able to do the following:
  • Understand how a pain point can be a potential source of opportunity.
  • Develop a better understanding of changing socio-cultural and economic factors and how these can lead to the emergence of new opportunities.
  • Identify and evaluate the pros and cons of various growth opportunities.
  • Develop a better understanding of a large, diverse, and complex market such as India and the need to identify the right mix of distribution channels in the market for faster growth.
  • Develop an understanding about how and when start-ups move across different stages of growth.
General Management/Strategy
India, Medium, 2019
Intended Audience:
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