STORY BEHIND ‘BUTTERCUPS’
1. Story behind 'Buttercups'
A bra fitting session in New York in early 2008
changed my life! For the first time 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
fitting application available on iPhone and Android.
The blog and app helped greatly to generate interest
amongst different brands so I began consulting with
both International & 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. After much procrastination, I
threw in the towel on a 10 year advertising career
and went to Dubai to train with Chantelle, to learn
about bras, bra fitting 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. Internationally 150 sizes are available whereas
in India currently most brands offer only 30 odd
sizes!
I started Buttercups, India's first luxury lingerie