STORY BEHIND ‘BUTTERCUPS’
1. Story behind 'Bu ercups'
A bra fi ng session in New York in early 2008
changed my life! For the first me I loved my body,
felt confident and had a great posture. The right bra
had completely changed the way I felt. A day with
this happy feeling, and I had made up my mind that I
had to offer the same to as many women, because
every woman deserved to feel the change I had felt.
launch of ABTF (A Bra That Fits), India's ONLY bra
fi ng applica on available on iPhone and Android.
The blog and app helped greatly to generate interest
amongst different brands so I began consul ng with
both Interna onal & Indian lingerie brands
including M&S India, Amante, Fredrick's of
Hollywood, LA helping with their market strategy,
product development and sourcing.
On my return to India, I thoroughly researched the
Indian lingerie market and spoke to as many brands
across the world. A er much procras na on, I
threw in the towel on a 10 year adver sing career
and went to Dubai to train with Chantelle, to learn
about bras, bra fi ng and realized that I was a
natural at this.
Through these assignments and having fit over 3000
women by 2013, I realized I had to develop my own
brand of bras, as I understood what women in India
wanted and their struggle to find their sizes. I spent
another 8 months researching and planning my own
label, working with a designer in Hamburg, and a
manufacturer in Hong Kong to make bras in over 80+
sizes. Interna onally 150 sizes are available whereas
in India currently most brands offer only 30 odd
sizes!
I started Bu ercups, India's first luxury lingerie
bou que in 2009, exclusively retailing lingerie
brands like Chantelle, Trinny & Sussanah, Ce e
amongst others. Soon I realized that the Indian
market wasn't ready to pay INR 5000 for a bra! And,
those who wanted to come for a fi ng to find