Arpita Ganesh’s lingerie brand Buttercups is a gift to women who struggle to find the perfect bra. Describing her brand, she says, “It’s a premium lingerie brand which offers on sizes and fits, and focuses on helping women find the perfect bras through our Fitting Rooms offline, and the quiz online.”
I stood up, shrugged off the dejection and got back to ideating on how I could make this work. I decided to start my own crowd-funding campaign. And the success of that campaign is what got me my first Angel check.”
What’s notable about this brand is the thought put into it by the founder. An empowering experience of her own opened Arpita’s eyes to an opportunity to make other women feel the same way. “After a bra fitting in New York, I discovered I was born for lingerie styling. That one experience changed the way I felt about myself. I wanted other women to feel the same comfort and confidence. This led me to introduce the ‘Bra Fitting’ concept in India in 2009.” Delving into lingerie fitting, Arpita learnt that there was a huge gap between what was needed and what was out there; in terms of the right kind of quality innerwear to suit the Indian female body. Next in line: India’s first bra-sizing app, the idea for which struck Arpita because of the lack of awareness amongst Indian women regarding the correct bra size. And finally came Buttercups. Being technology savvy, Arpita used it to her benefit. She says, “I used the same algorithm to build the quiz on our Buttercups website, which works as a BIG converter for us in terms of customers.”
Our core aim is to take women from ‘least uncomfortable’ to ‘completely comfortable’ with their bra experiences.”
Attention to detail is what makes Buttercups stand out from competition. Arpita elaborates, “The understanding of the lingerie category and the consumer that I have gotten from fitting over 3000 women, forms the foundation of our business, which gives us an edge over most other brands. Our core aim is to take women from ‘least uncomfortable’ to ‘completely comfortable’ with their bra experiences.” For a product like lingerie which is extremely personal, and in India still a hushed buying experience, service is just as important as the product.
When I look back at the challenges I faced to be where I am right now, I can say it has only come down to the fact that you should never give up!”
70 rejections for funding made her question herself, but only briefly. The strong belief in her idea reinstated Arpita’s confidence, and she fought tooth and nail for it. She says, “This was THE ONLY thing I wanted to do. So I stood up, shrugged off the dejection and got back to ideating on how I could make this work. I decided to start my own crowd-funding campaign. And the success of that campaign is what got me my first Angel check.” What a way to prove the naysayers wrong!
Introducing a wider product range and innovative products, and expanding to more cities in India and abroad, are Arpita’s plans for Buttercups. Given her determination, she is bound to achieve whatever she sets her mind to.
One who didn’t back down, Arpita urges others to do the same, “When I look back at the challenges I faced to be where I am right now, I can say it has only come down to the fact that you should never give up! Never stop living your dream.”
Arpita Ganesh struggled hard to realise her dream. Life’s a challenge, let it be worth it. Go ahead and fight for your dream.