Tanvi Malik’s Faballey and the Evolution of Affordable Fashion

Business Remedies | Rajshree Upadhyaya | June 16, 2025 |  Tanvi Malik’s entrepreneurial journey began in the bustling streets of Delhi, where academic stints at Lady Shri Ram College and MICA Ahmedabad shaped her interest in branding and consumer behaviour. Armed with a degree in economics and an MBA in brand management, she began her career at Titan Industries, where she managed marketing for luxury watch brands. Though the structured corporate world offered stability, it couldn’t quiet a growing dissatisfaction she felt with India’s fashion landscape. Stylish, affordable western wear for young Indian women was virtually nonexistent, and this gap became too loud to ignore.

In 2012, she joined hands with her childhood friend Shivani Poddar, and together, they launched High Street Essentials from a modest 100-square-foot room. What began as an accessories brand soon evolved, as they quickly identified the real opportunity in western apparel. Global fast fashion brands existed but remained out of reach for most Indian consumers due to high pricing and inconsistent sizing. To bridge this divide, they launched FabAlley.com, a digital-first fashion label that embraced global trends but tailored them to local needs. By introducing small-batch collections and releasing hundreds of new styles every month, they captured the pulse of fashion-forward Indian women and ensured product-market fit through constant consumer feedback and on-ground research.

Tanvi’s hands-on approach shaped every part of the business. From product strategy and digital marketing to marketplace expansion and quality control, she remained deeply involved. As FabAlley gained traction, it attracted investor interest, raising a $2 million Series A round in 2016 led by India Quotient. The funding helped scale operations and strengthen its positioning as a responsive, data-led fashion house. But Tanvi wasn’t content with just redefining Western wear. She recognized another untapped segment, ethnic fusion wear that modern Indian women could wear to weddings, work, and everything in between. This insight gave birth to Indya in 2016, a bold new label blending Indian aesthetics with contemporary cuts and functionality.

Both brands stood out not just for their speed and agility but for their commitment to inclusivity. Tanvi believed fashion should empower, not exclude. This philosophy led to initiatives like #FabFitsAll and the launch of Curve, a plus-size sub-brand that broke long-held industry stereotypes around body types. Campaigns featured real women, diverse in shape, size, and story, turning customers into ambassadors and style into self-expression. Offline expansion followed, with over 500 retail touchpoints across India and a growing global presence through international marketplaces. By 2018, FabAlley had turned profitable and reached Rs. 80 crore in gross sales. A Rs. 60 crore Series B round from Saif Partners helped fuel offline growth and deeper investments in technology and marketing.

Even the COVID-19 pandemic couldn’t derail Tanvi’s momentum. As the crisis unfolded, she pivoted quickly, launching loungewear and face masks while preserving cash flow and retaining nearly 700 employees. Revenues bounced back to 70% of pre-COVID levels within a year, and the brand crossed Rs. 300 crore in gross sales soon after. Sustainability also became a key focus, with initiatives like fabric recycling, recyclable packaging, and community outreach through partnerships with NGOs and inclusive campaigns such as bridal giveaways for underprivileged women.

Tanvi Malik’s story is not just about building two successful fashion brands, it is about reshaping what Indian women wear and how they see themselves. With an estimated net worth of Rs. 240 crore and an ever-expanding vision for FabAlley and Indya, she continues to push boundaries. By staying rooted in empathy while embracing innovation, she has transformed the fashion narrative in India, making style not only accessible but meaningful.

Written & Edited By:
Rajshree Upadhyaya