True Browns, True You: Udita Bansal on Building a Brand That Feels Like Home

Why you’ll love this read

If you care about fashion that fits your life, not the other way around, this conversation is for you. In this episode of The AboutHer Show, I sat down with Udita Bansal, the dynamic founder of trueBrowns, to talk about fashion, identity, entrepreneurship, and the courage it takes to create something that lasts.

trueBrowns is more than a clothing label, it’s a philosophy of staying rooted in heritage while speaking to the modern lifestyle. Udita’s story is packed with lessons for anyone chasing a dream: whether you’re an aspiring entrepreneur, a creative professional, or someone curious about how brands become movements.

This article captures the highlights of our conversation: Udita’s spark of entrepreneurship, the gap she spotted in the market, the principles that guide her designs, and how she’s building a community around authenticity. Along the way, you’ll find practical takeaways, a standout quote, and the links to watch or listen to the full episode.

Meet Udita Bansal

Founder & CEO of trueBrowns, Udita Bansal has taken her brand from a small experiment in 2016 to a recognized name in urban-ethnic fashion. A NIFT graduate who went on to study at Harvard and gather rich corporate experience at Madura (part of the Aditya Birla Group), Udita blends academic rigor, corporate discipline, and entrepreneurial grit.

Under her leadership, trueBrowns has carved out a unique space: fashion that is comfortable, size-inclusive, minimal yet striking, and proudly rooted in Indian aesthetics. Today, the brand spans women’s wear, jewellery, and menswear (pilot launched in 2023), and has built a strong presence in India as well as international markets, particularly the US.

The Spark of Entrepreneurship

For Udita, entrepreneurship was both inherited and chosen. Coming from a family of business owners, she grew up around conversations about risk, resilience, and independence. Yet, she also spent years in the corporate world before deciding to step out on her own.

Also Read: The First Stitch- Meena Bindra on Building Biba, Defying Norms, and the Power of Late Bloomers

That decision wasn’t born out of frustration but from curiosity. She recalls the moment she realized she wanted ethnic wear that felt modern, comfortable, and personal, but couldn’t find it in the market. That simple gap, ethnic wear for younger consumers who wanted heritage without heaviness, lit the spark for trueBrowns.

She started small, testing products quietly before formally launching. The response was strong from the beginning, validating her intuition that millennials were turning toward Ayurveda, yoga, and homegrown brands, and wanted clothes to match that cultural shift.

Key Pillars That Guide the Brand

What keeps trueBrowns distinct in a crowded market? Udita says it comes down to four or five non-negotiable pillars:

• Comfort-first silhouettes
• Minimalism, often expressed through solids
• Rooted aesthetics inspired by Indian craft
• Subtle detailing that elevates basics
• Contemporary relevance without dilution

Every new design is filtered through these principles. If something could just as easily be found at Zara or H&M, it doesn’t make the cut. That discipline has given the brand a clear language that customers recognize.

Comfort, Inclusivity, and Confidence

One of the strongest parts of trueBrowns’ DNA is size inclusivity. From the very first batch of products, Udita offered extended sizes (up to 10XL at the time, now 6XL). This wasn’t a marketing tactic but a reflection of the brand’s ethos: if you say “embrace yourself as you are,” you must mean it.

The decision has paid off. Extended sizes now make up more than 20% of sales, proving there was a real need. But beyond numbers, it has given many women the joy of buying clothes that fit straight off the rack, without endless tailoring.

And then there’s the myth Udita loves to bust: that only tight-fitting clothes make a woman look sensual. For her, comfort and ease are powerful forms of confidence. A flowing, well-cut kurta set or a minimal solid can make just as strong a statement as a bodycon dress.

Expanding Beyond Borders

While trueBrowns was born in India, its story resonates globally. The brand’s biggest international market is the US, where customers love the craftsmanship and Indianness of the clothes. Interestingly, Udita points out, international buyers often prefer the more ethnic pieces, while Indian buyers lean slightly more toward fusion and contemporary cuts.

This insight has helped trueBrowns shape its collections differently for different markets, showing that listening to data is as important as listening to intuition.

Beyond Products: The True You Community

For Udita, fashion is only one part of the picture. She’s equally passionate about building True You, a community rooted in authenticity and self-expression. Customers don’t just wear the clothes, they tag the brand, share their own stories, and become part of a larger movement about embracing the “True You.”

The plan is to make this more tangible with small events, collaborations, and experiences where people can connect over shared values. As Udita says, a brand becomes lasting not just when people buy products, but when they buy into a way of life.

Also Read: Beyond Stereotypes- Why This Conversation With Samina Mishra Matters

Lessons from the Journey

Udita is refreshingly candid about the realities of entrepreneurship. When she started, she didn’t know 98 out of 100 things required to run a business. What she did have was intent, and that intent carried her through.

Her advice to budding entrepreneurs is simple but powerful:

1. Find a co-founder if possible. Two skill sets are better than one, and it helps with fundraising credibility.
2. Be crystal clear on your “why.” Don’t start a company just for the sake of it.
3. Stay at it. Entrepreneurship is lonely and humbling, but persistence is where magic happens.

And, of course, there are no shortcuts to hard work.

A Quote to Keep

“Every individual has the power to create within. When the intent is clear and the process is strong, the rest follows.”

📺 Watch or Listen

Listen to “The trueBrowns Story: Udita Bansal on Heritage, Comfort & Building Community”

👤 Guest: Udita Bansal

▶️ Watch on YouTube
🎧 Listen on Spotify | Apple Podcasts | Audible

Final Thoughts

Udita’s journey is a reminder that the best brands aren’t just built on products—they’re built on intent, community, and values. trueBrowns started with one woman’s desire to wear ethnic clothes differently, and today it stands as a symbol of confidence, comfort, and authenticity.

For anyone dreaming of starting something of their own, her story is proof that you don’t need to know everything. You need clarity, resilience, and the belief that what you’re building matters. The rest, as Udita says, follows.