Ayushi Gudwani is the Founder and CEO of FS Life (prev. Fable Street) - a house of brands running three brands i.e. FableStreet - a premium western-wear clothing brand for women, Pink Fort - a modern Indian wear brand reimagining traditional clothing for women, and March - a sterling silver and semi-precious jewelry brand. Ayushi ventured into entrepreneurship in September 2016, after first experiencing the difficulty in finding well-fitted and comfortable western work-wear for herself in the Indian market. She evaluated the underpenetrated category of women’s work-wear, and undertook extensive R&D to understand the characteristics of sizes and body types among Indian women. Starting off by taking measurements of 200 women by herself, over the years the company has built a sizing database of 1 lakh+ measurements of Indian women. This has been instrumental in strengthening the brand's core proposition, its sizing algorithm for Indian bodies. The size range varies from XS to XXL along with an option of getting the outfit tailored for oneself.