The new youth-focused fashion brand “Burnt Toast” has been introduced by Trent Limited, the retail juggernaut of the Tata Group that owns Westside, Zudio, and Star. The first store, a 2,500-square-foot establishment intended to serve as a cultural centre for Gen Z and young millennials, opened its doors in Bengaluru earlier this month.
Exploring Gujarat’s Market
Trent’s latest fashion retail venture was a logical starting point because of the city’s reputation as a trend-forward, youth-driven market. Trent has now expanded Burnt Toast to Surat, setting up shop in Unity Corner, City Light, Gujarat, its first location in the state. As a hub for textiles and fashion, Surat expands the brand’s geographic reach beyond major cities and provides access to a youthful, fashion-forward customer base.
Financial Dynamics of Trent
Trent’s expansion is financially sound; its consolidated revenue for the first quarter of FY26 was INR 4,883 crore, with a profit before tax of INR 565 crore and an 11% EBIT margin. Without going overboard, this powerful performance offers the firepower to support novel ideas like Burnt Toast.
Given that Zudio’s explosive development has already redefined inexpensive fashion, Burnt Toast is Trent’s attempt to enter a niche, youth-focused market. The company’s early boutiques in Bengaluru and Surat indicate that it is experimenting with a variety of areas, including tier-II fashion hubs and urban metro cultures.
Quick Shots
•First store (2,500 sq. ft) opened in Bengaluru,
designed as a cultural hub for Gen Z & young millennials.
•Trent expanded to Surat, Gujarat at Unity Corner,
City Light — brand’s first store in the state.
•Surat chosen for its strong textile & fashion
ecosystem and young customer base.
•Financials Q1 FY26: Revenue at INR 4,883 crore,
Profit Before Tax INR 565 crore, EBIT margin 11%.
•Strong financial performance gives firepower for
new ventures like Burnt Toast.
•Zudio’s success in affordable fashion shows Trent’s
capability to scale new concepts.
According to a US media outlet, Phoebe Gates, the youngest daughter of Microsoft founder Bill Gates, recently disclosed that her rich father had been apprehensive when she initially chose to pursue entrepreneurship. Phoebe revealed that at first, her parents, Bill and Melinda French Gates, were concerned about her desire to pursue entrepreneurship. She stated that when she initially made her professional decision, her father questioned her if she was certain she wanted to pursue this. Phoebe’s education has to be finished first, according to Bill and Melinda Gates. After earning a degree in human biology from Stanford University in the spring of 2024, Phoebe Gates is now pursuing a career in sustainable design with her new business, Phia.
‘The Burnouts’ the Podcast
Phoebe also launched her podcast, “The Burnouts”, with her business partner Sophia Kianni. The 22-year-old Gates family member talked about her new fashion company endeavour and her fears of being a nepotism product. She claimed that being called a “nepo baby” had made her uneasy, but she was also driven to establish her worth. She claimed that although she is extremely privileged to be from the Gates family, this is not what defines her. She wants to diverge from that and have her own identity and personality. How can she accomplish that in a way that will result in some kind of change? The answer is with the help of “The Burnouts” and “Phia”.
Close Bond with Stella McCartney
Phoebe acknowledged that she came to understand that the children of wealthy and well-known people might go their own way because of her mother’s association with Stella McCartney. Regarding McCartney, the daughter of The Beatles icon Paul McCartney who has achieved fame as a fashion designer, Phoebe told a media outlet, “She and my mum are actually good friends.”
“Even as a little child, I would become really pleased when mother sent me things and brief comments. I have been requesting to meet with my mother for ages.
“I think we are really deeply connected because that’s a lot of what I think about. ‘Okay, I’m my parents’ daughter, which gives me immense privilege, but that’s not what I’m defined by,’” Phoebe continued.
Phoebe clarified that she frequently views situations from the perspective that there is no hidden cost. It’s simple to look back and believe that the various areas we study—such as human biology and law—do not necessarily directly link to the fashion tech work we’re doing now. Additionally, she believes it’s critical for people to understand that you can always alter course. You can always decide right away to do something quite different from what you’re doing right now.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The fashion and lifestyle industry in India is seeing a rise in demand for inclusive, sustainable, and versatile designs. A brand name shining bright in the area is trueBrowns. trueBrowns blends ethnic wear with modern style, focusing on size-inclusive fashion that celebrates individuality. The brand offers products suitable for both everyday wear and special occasions.
In this edition of Recap’24, we highlight trueBrowns, known for its creative product launches, expanding retail presence, and meaningful customer connections. Udita Bansal, Founder of trueBrowns, shares insights into the brand’s journey, its recent achievements, and her vision for trueBrowns as a lifestyle brand that combines heritage and modern elegance.
StartupTalky: What inspired you to start trueBrowns, and how has your vision evolved over time?
Ms. Udita Bansal: I conceptualized trueBrowns to bridge the gap between traditional aesthetics and modern sensibilities in urban ethnic wear. My inspiration stemmed from the lack of size-inclusive brands that celebrate individuality. Over the years, my vision has evolved to transform trueBrowns from an apparel brand into a holistic lifestyle brand. With a focus on creating products that seamlessly blend ethnicity with contemporary elegance, I am committed to offering a lifestyle experience that resonates with everyday moments and special occasions alike.
StartupTalky: What were some notable achievements for trueBrowns in 2024, such as product launches, new features, or sales milestones?
Ms. Udita Bansal: trueBrowns, a brand celebrated for redefining contemporary Indian fashion, continues to innovate with exciting new launches and expansions that cater to the modern, discerning clientele. Here’s a glimpse of the latest milestones:
New Product Categories: trueBrowns ventures into fresh territories with the launch of versatile Sharara sets, men’s reversible jackets, and an exclusive range of woolen winterwear featuring phirans, three-piece jacket sets, and coordinated tops and bottom wear. Additionally, the introduction of thoughtfully designed rakhis made with Sterling Silver and 22K Gold Plating offers a unique touch of tradition blended with modern aesthetics.
Expanding Retail Footprint: Bringing the trueBrowns experience closer to customers, the brand has opened 10 new Shop-in-Shop (SIS) stores across the country, making its elegant and inclusive designs more accessible nationwide counting now to a total of 16 stores across the country today.
Musical Narratives for Iconic Collections: trueBrowns continues to celebrate the synergy of fashion and art with the release of two original music tracks inspired by its major collections. Phoolmandi by Wild Wild Women captures the vibrant essence of timeless blooms, while Par Na Karoon Main Bayaan by Echoes and Whistles evokes deep emotions, mirroring the brand’s philosophy of storytelling through design.
With each new venture, trueBrowns remains committed to celebrating individuality and heritage while embracing contemporary sensibilities.
StartupTalky: What key strategies do you use to keep customers coming back and reduce churn? Can you share a hack that works for you?
Ms. Udita Bansal: trueBrowns’ size-inclusive philosophy is a key factor in fostering deep customer loyalty. The brand’s focus on timeless, versatile designs ensures repeat purchases. A strategy that works particularly well is engaging with the community through social media, actively incorporating customer feedback, and initiatives like the ‘Relove’ platform, which build a strong emotional connection with the audience.
StartupTalky: What tools or platforms have been game-changers in running your business efficiently?
Ms. Udita Bansal: Some of the platforms and tools we commonly use to run our business are Google Trends, Google Analytics, Unicommerce, Simplex, and more.
StartupTalky: What is your overall marketing strategy, and how do you use organic channels like content and social media to connect with your audience?
Ms. Udita Bansal: trueBrowns focuses on authentic storytelling and community building. I always emphasize the importance of using social media to share not just collections but also the brand’s ethos of inclusivity, eco-consciousness, and modern living. Campaigns like ‘Relove,’ influencer collaborations, and behind-the-scenes glimpses have helped create a narrative that resonates with their audience, fostering long-term loyalty.
StartupTalky: What strategies did trueBrowns implement in 2024 to overcome challenges and maintain growth, and what key lessons did you learn from them?
Ms. Udita Bansal: trueBrowns continues to surpass its previous growth benchmarks by staying ahead of the curve and consistently aligning with emerging trends in fashion. The brand’s ability to balance contemporary aesthetics with timeless appeal ensures it resonates with a wide range of customers.
Key to this growth is trueBrowns’ commitment to maintaining accessible pricing, ensuring that its thoughtfully crafted designs remain within reach while upholding the highest standards of quality. This strategic approach strengthens customer loyalty.
The lesson learned was “Staying attuned to market dynamics ensures a clear understanding of evolving trends and customer preferences.”
StartupTalky: What metrics do you prioritise when evaluating the performance and growth of trueBrowns?
Ms. Udita Bansal: Some of the metrics that we prioritise for evaluating trueBrowns’ performance and growth include?
Organic impressions (Instagram)
Return On Ad Spend
Returning Customer Rate
StartupTalky: What trends or opportunities do you foresee for D2C brands in India and globally in the coming years?
Ms. Udita Bansal:
Indieworkwear
Versatile silhouettes
Comfortable fabrics
Omnichannel approach to growing the business
Building a robust customer loyalty base
StartupTalky: How do you plan to expand your customer base, product offerings, and team in the next 2-3 years?
Content creation is buzzing today like never before. Just a decade ago, we couldn’t have imagined the impact that content would have on our lives. As per a report by EY, the Indian content industry stood at a whopping $19 billion valuation in 2020 and is expected to reach an impressive $30.6 billion this year, highlighting the growth potential in content creation.
This growth has led to a massive rise in digital content creators. Among them shines a rising star, Ishita Khanna, whose journey from UPSC exam preparation to the world of fashion and lifestyle content has been inspiring.
We at StartupTalky recently had the pleasure of interviewing Ishita, and in this article, we’ll explore her journey, her insights, and her invaluable experiences in the world of digital content.
Now, let’s dive into her inspiring journey and gain wisdom from her valuable insights.
StartupTalky: Ishita, can you share your journey from UPSC aspirant to successful fashion and lifestyle content creator? What prompted your career pivot?
Ishita: When I was in my school and university years, I was extremely drawn to creative direction, filmmaking, editing, and digital media. My mother is an artist, and that definitely had an influence on my tastes and what I liked creatively as an adult. However, I was also very academic-oriented, I am a postgraduate in financial economics and even prepared full-time for the UPSC examinations for over 2 years. It was sometime in 2018 when I began freelancing across social media managerial and content writing roles and started working for a food blog.
While creating videos for the blog, I revisited my interest in creative direction and decided to start my own YouTube channel. Fashion, lifestyle, and styling have always been close to my heart, so it was a no-brainer for me when it came to the focus areas of my channel. Within three months of taking this up full-time, I gained an audience of over 100K YouTube subscribers, and that’s when I knew I had to continue to do this.
StartupTalky: Could you kindly share the strategies that helped you achieve the impressive growth of 100K YouTube subscribers in just three months?
Ishita: I was laser-like focused on creating content around fashion, lifestyle, and styling, however, what formed the backbone of the content was relatability and relevance. Which is why I think the content I was creating touched a chord with audiences and it really grew. There were a few things I stayed true to in the early months; identifying the target audience, building long-term relationships and trust as well as measuring impact. Three years on, and I still make sure these principles form the bedrock of my strategies.
StartupTalky: Collaborations are key in the content creation industry. Could you share some strategies you employ to ensure successful and mutually beneficial collaborations with diverse brands, each with distinct goals and expectations?
Ishita: Definitely, collaborations are key to the content creation industry. It has become imperative for brands to incorporate influencer marketing as an integral part of their marketing strategies, right from Adidas to Fenty Beauty to boAt — everybody is doing it. I believe collaboration is a two-way street; it’s important to bring in content creators at the ideation stage so as to leverage their creativity and align with brand objectives. I believe in getting to know the brand and researching well to be able to communicate their objectives and goals clearly. Furthermore, I don’t believe in adopting a one-size-fits-all approach, there must always be room for customization and a touch of personalization to truly strike a chord with audiences.
StartupTalky: Ishita, what tools and technologies do you rely on for creating high-quality and engaging content for your audience?
Ishita: I believe in the power of leveraging the latest developments in technology to create content. For instance, I use immersive shopping to create more engaging and interactive shopping experiences for audiences. I use content creation tools in order to move away from manual/ mundane tasks so I can spend more time on the creative aspects. Some of these tools include Notion for writing scripts and managing my content calendar, Canva for everything visual, Final Cut Pro for video editing, and ChatGPT to help with ideas and brainstorming — this AI is still at a nascent stage but if used correctly it has huge potential to help creators in improving their content.
StartupTalky: How do you envision the landscape of influencer marketing evolving over the next five years, and do you anticipate any emerging trends during this period?
Ishita: I think we’re going to continue to see influencer marketing behaviors take center stage when it comes to marketing and it will continue to shape the future of relationships between brands and consumers. Additionally, social validation and trust form an integral part of a consumer’s experience in our digital worlds. Those influencer marketing strategies that will prove to be trustworthy, relatable, and personalized will thrive.
StartupTalky: Could you provide your perspective on how de-influencing might impact the content creation landscape and potentially influence consumer behaviors in the future?
Ishita: De-influencing is the antidote to throw-away culture — and quite simply, about becoming a bit more mindful about consumerism, and our spending habits. Our consumption habits are all too much, and we are all complicit. I think at a time when we all collectively agree that we consume too much and that we ought to be paring back, de-influencing has come about at the right time. This is hopefully going to change the way we consume stuff, right from re-wearing clothes, to re-reading, and for content creators, about actually focusing on what they need to do to resonate with their followers: be authentic.
StartupTalky: How do you ensure your fashion and lifestyle content speaks directly to your audience’s interests and offers valuable solutions to their needs?
Ishita: I have always been interested in fashion and styling, but more importantly it’s about being relatable and honest about what I know I can deliver. I try to stay tuned into the pulse of what my viewers are thinking or feeling, and then deliver content around that. Having said that, I am constantly open to change and able to adapt to the changing environment around me, which is also something that helps me stay on top of things.
Styling Tips for Women by Ishita Khanna
StartupTalky: Could you provide insights into the various income streams available for content creators and how you see content creation as a lucrative and sustainable career choice in today’s digital landscape?
Ishita: There’s a host of ways content creators can build a financially sustainable career — be it through advertisements, brand sponsorships, brand partnerships, selling merchandise, product placements, affiliates, consulting, workshops, courses, etc. The creator economy is evolving each day, and that means there are more innovative ways for creators to generate income streams. When it comes to brand engagements, I believe it’s important to find the right alignment with brand values and objectives and find ways to be more deeply involved when it comes to content creation.
StartupTalky: Managing a creative career can be challenging. What key lessons have you learned as a content creator, and how have you tackled the demands of your profession?
Ishita: The one thing I have always believed in is constantly creating things, and putting it out there. You have to stay persistent and resilient and not be afraid to showcase your true self and make content that resonates with you. Further, content creation is a lot about deadlines and sticking to timelines — I believe in being self-disciplined.
StartupTalky: Could you share some insights into your experience with the Myntra Fashion Superstar show and how it impacted your content creation journey?
Ishita: The Myntra Fashion Superstar opportunity came to me at the perfect time. It gave me a national platform to showcase my creative talents and capabilities which ultimately garnered a lot of love and appreciation, just what I needed to kickstart my content creation journey. Even though I did not win the show, I was in the top 5 and got the opportunity to work directly with one of the biggest e-commerce brands.
StartupTalky: Lastly, Ishita, could you share some tips for aspiring content creators on how to start their journey in this field to grow and make a positive impact?
Ishita: As a content creator, you have to start your journey by being multi-hyphenated; you have to be your own editor-director-account manager. Don’t be afraid to get your hands dirty. So be prepared to do that, at least in the early years until you build a great team around you, with a similar vision.
