Uptownie Creates Women’s Western Wear In Line With New-Age Indian Preferences

Uptownie Creates Women’s Western Wear In Line With New-Age Indian Preferences

SUMMARY

The D2C brand thrives on its ‘rooted in India’ motto, keeping in mind Indian women’s body types, complexion and preferences

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Although Duke University is far from any fashion district, Priyanka Agarwal never had any difficulty buying trendy clothes online while pursuing her studies there in 2009. On returning home, she found that ecommerce was still nascent in India, and women keen on Western wear often struggled to find outfits that suited their body types and other preferences. Realising that a new label would be required to dress up the homegrown fashionistas, she joined forces with sibling Shivani to launch Uptownie.   

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