FableStreet, the flagship brand of FS Life, has launched its first store in its home base, Delhi NCR, with a new outlet at DLF Mall of India, Noida. The milestone was announced on LinkedIn by Adarsh Sharma, Co-Founder of FS Life, who shared his excitement at welcoming customers to experience “the world of best fits, designed for Indian curves.”

Founded in 2016 by Ayushi Gudwani, FableStreet was created to solve a longstanding challenge in women’s westernwear—clothing that truly fits the body types and lifestyles of Indian women. By collecting thousands of measurements and developing a proprietary “Tailored Fit” algorithm, the brand has built a reputation for offering styles that blend comfort, precision, and international quality with cultural relevance.

Operating under the larger umbrella of FS Life—which also includes Pink Fort, a modern Indianwear label, and March, a fine silver jewelry brand—FableStreet has grown from a digital-first direct-to-consumer brand into an omnichannel player. Its offline expansion began with stores at DLF Promenade in Delhi and Phoenix Palladium in Mumbai, and now the Mall of India store marks another step in its journey to bring its #FitsLikeNothingElse promise to customers directly.

With the opening of the Noida store, FableStreet continues to strengthen its presence in the offline retail landscape, offering customers the opportunity to discover and experience firsthand the thoughtful design, fine craftsmanship, and tailored fits that have become its hallmark.