Made for real women, with real curves, to celebrate and accentuate the skin that they’re in. Lea was born with the intention to build a sustainable fashion brand for the young Indian consumer—a one-of-a-kind brand that would cater to women of all shapes and sizes and help them celebrate their bodies.
With its roots in Latin translating to lioness, Lea is made to grace the wardrobes of fierce women who aren’t afraid to question the status quo and be bold, impactful, and confident in everything they do.
The styles are made to embody the three foundational brand pillars of body positivity, sustainability, and size inclusivity. Designed with petite-friendly hemlines, curve-accentuating silhouettes, and a minimalistic color and print palette, Lea delivers timeless designs that can become a long-term fixture in customers’ closets instead of adding to the trend-driven, fast-fashion pile.
Startup Description
The journey of building Lea started on three foundational principles - Body Positivity, Sustainability, and Size Inclusivity. All the three brand pillars were formulated together because of Lavanya's own personal experiences. Her solution to tackling over-production and waste came with creating Made-to-Order designs with upcycling export surplus fabric. And her solution to creating size-inclusive outfits came with introducing corsets and dresses starting from XS to 5XL that were made for real women, with real curves, to honour and accentuate the skin that they’re in. All of Lea’s manufacturing is done in-house at their facility in NOIDA, and as a result, they have exceptional quality control and highly competitive pricing. A highly skilled in-house design team under the creative direction and guidance of Lavanya create products that are ahead of the curve, and consistently go viral on social media.
Product Screenshots
Business Model
We operate on a D2C (Direct-to-Consumer) and B2B2C (Business-to-Business-toConsumer) model. 65% of our sales come through our own eCommerce platform, and the remaining 25% comes through marketplaces like Nykaa Fashion, Pernia's Pop-Up Shop, Aza Fashions, Myntra, and more.
Customers
based in
India, Australia & New Zealand (Oceania), Europe, North America
Business
Modal Type
Marketplace
Type of
Sales
B2C, B2B2C
Competitors
Global: Zara, House of CB, Oh Polly, Revolve Brands, Princess Polly, Forever New.
Local: FabAlley, Kostume Kounty, Self Centrd, The Clothing Factory.
Teams
Kriti Aneja
COO
Akanksha Gulati
Partnerships Manager
Akash Gupta
Growth Marketing Manager
Shilpi Mahato
Marketing Manager
Chhavi Seth
CRM Manager
Tell us a bit about how founding team knows
each other.
The founding team comprises of mother-daughter duo, Lavanya Aneja and Kriti Aneja. While Lavanya brings expertise in branding, eCommerce, and digital marketing, Kriti brings over 15 years of experience in operations, and expertise in production and supply chain management.
Why did you decide to start this
company?
In 2020, there didnt exist any homegrown brands in India specialising in occasion wear made for the Indian body and sensitivity. Lea filled that gap in the industry as the first size-inclusive brand.
Are all the founders full-time on this
project?
Yes
Looking for an
opportunity to invest in companies
like Lea Clothing Co.?
