Launch · Commerce & Consumer Brands

Powersutra builds formal wear brand for women

By Startup Enthusiast · 22 August 2026

What they do

Powersutra is an Indian formal wear brand for women, focusing on fit and comfort

Founder Pooja Malhotra started the company during COVID-19 with ₹20 lakh of her own money

The brand uses an Order What is Sold model to keep inventory lean and match demand

Powersutra is an Indian formal wear brand for women, founded by ex-anaesthesiologist Pooja Malhotra.
The company started during the COVID-19 pandemic from a small room with one master and two tailors.
Malhotra invested ₹20 lakh of her own money as initial capital.
The supply chain was built via IndiaMART, cold-calling manufacturers, and visiting Delhi-NCR fabric markets.
Powersutra launched on Myntra and then Nykaa; marketplace launches contributed to a 200% revenue increase.
The brand's sizing range is XS to 6XL.

The brand targets working women in India for boardrooms, client meetings, and conferences.
Its name combines 'power' (confidence, strength) and 'sutra' (thread, connection, guiding principle).
The sizing system initially ranged from XS to 15XL, now XS to 6XL, reflecting inclusive power dressing.

Powersutra is an Indian formal wear brand for women, focused on fit, comfort, and inclusive power dressing.
It operates on an Order What is Sold (OWS) model — production linked to actual demand, keeping inventory lean.
The first collection had 50 styles based on research.
Marketing channels include Instagram, Facebook, and Google campaigns.
The brand ethos is formal wear and minimalism, adapting trends without diluting core identity.
Fit approach considers proportions, shoulder structure, garment length, sleeve placement, and fabric performance.