Fabence.com: Have a Fabulous Experience while shopping Hatke


Fabence.com is India’s first personalised Fashion discovery platform committed to providing Fabulous experience to all its users. It de-clutters an otherwise  very cluttered market with ever growing numbers of e-Sellers. Based out of Gurgaon, Haryana Fabence.com has only one dream –  To make the journey of fashion shopping  hassle free and innovative, Fabence experience is designed to be addictive !

Well…. it was also born because the founders were lazy and could not go on looking for a T shirt across 10 online sites and a user experience not even worth writing about –  that is when the golden idea came –  Why not create an integrated platform for all the fashion products being sold by various e-Sellers on one platform ? It is their belief that shopping is not only about getting the product of your choice at the right price – it is also about having fun and ease ! That is where innovation started with features like ‘Shopping with Friends’ which allows one to shop online with family and friends or an In-built personalised Fashion Stylist who tracks, accompanies and suggests to you exclusively as you shop and many more….

Techaloo got an opportunity to have a conversation with Mr. Anshul Gupta, who founded this amazing concept. The important thing about Anshul is that he is just not an entrepreneur he is a student entrepreneur. Lets explore the journey of fabence with Anshul.

Techaloo: When did you start your journey?

The Journey of Fabence started in December 2013 soon after I finished my 1st semester in SRCC. This was probably the best way to spend holidays on ! While the idea was conceptualized in December – it took us some weeks to lay down the whole concept and we wanted Fabence to be like! Has been a roller coaster ride since then!

Techaloo: What was your vision/mission while starting Fabence?

The mission of Fabence was and remains very simple – to empower users by allowing them to shop for products in extremely innovative and new ways. We approached this very simply- identify problems people face day to day while shopping online and solve those using data oriented approach underpinned by technology and innovative designs. The core focus of Fabence is on the journey that a user takes from searching for a product to buying one. We believe that 95% of a user’s shopping journey is how the product is searched and bought and 5% is the product that is being bought.


Techaloo: How did this idea come to your mind?

The idea of Fabence came from a personal experience. I was looking to buy a buttoned down shirt! Though I spent lot of time hopping from one site to the other , I still failed to find what I was looking for. Besides, during this discovery exercise, I found different user experience with each site (some quite painful) and in some cases quite limiting. This experience triggered the idea of aggregating products from across various site onto one platform and overlay that with superior user functionality to deliver a unique user experience.

Very early on, I also realized that shopping journey is not just about finding the best product, but also how you find that product and what decision making aid one can get to make purchase decision. This led to us deciding that our core focus would be personalization.


Techaloo: What hurdles did you face while starting?

Well, the very first hurdle was convincing myself to take the plunge and start! It was quite overwhelming, as a first time entrepreneur, I had no experience whatsoever! Second was, of course, putting together a team that shares the vision, believes in the idea and competent enough to execute! Third, of course, as always, was cash!

Once these were overcome – execution was relatively easier (though not easy!). We had to overcome lack of interest / resistance from various online sites who were hesitant to commit to a new concept! Other challenges were more from technical perspective – as we were working on concepts which were new and difficult to implement – for example – constructing an intelligence based technology platform! There were some (a few at least!) mistakes made along the way but team learned quickly – becoming more matured and experienced in the process!

Techaloo: Have you got any kind of funding? Or Are you looking for the same?

We have currently bootstrapped but would soon be in the market to raise funds.


Techaloo: Explain a little more about Fabence and its concept?

Fabence.com is Your Personalized Fashion discovery engine and shopping assistant. As a basic concept, Fabence allows you to search and discover various fashion products from multiple online sites on one platform – if you are looking to buy a shirt online then rather than going to separate sites, Fabence provides you a platform to see options of those shirts from all the e-retailers on one platform. It would then direct you to the e-retailer you want to buy the shirt you liked from.

During this process, Fabence would also be providing you with fashion advise delivered by our unique In built Stylist which is an intelligence based system that recognizes your body type, complexion and the kind of product you are looking for and suggests specific complimentary products that would look good specifically on you ! Unique right?! There are other equally compelling features – for example ‘ Shop with Friends’ which allows you to search and discovery fashion products online with your friends together on one platform – irrespective of physical separation. Using the data gathered from in built stylist, user is also shown personalized recommendations that are specific products which are chosen from thousands of products that would look good on him.

These functionalities which solve basic problems that people face on a daily basis and solving that using a completely intelligence based system has allowed us to take the first step towards our aim.

Techaloo: How does it work?

As mentioned before Fabence provides a platform that allows a user to see millions of fashion products from multiple online shopping sites on one platform, this means that if a user is looking to buy a pair of jeans, fabence provides the user with options of various jeans from various sites like myntra, jabong, zovi. Once the user decides to buy a particular pair of jeans he is then directed to the e-retailer selling that product and Fabence earns a commission on that sale.


Techaloo: How are you different from your competitors (direct/ indirect)?

Very different! Firstly we are targeting a niche area, also our focus is not just mere discovery but on personalization. This focus allows us to be different from our competitors as it allows us to follow a completely data oriented approach. The birth of features like Shop with friends, in built stylist and public closet was because of that one aim.

Since we believe in making an intelligence based system it gives us an ability to leverage huge amounts of data and in turn create new features through that data. It is the ability to observe simple problems users face and provide innovative solutions for those problems that sets us apart and would continue to do so.


Techaloo: What is the concept of “Shop with friends”?

The concept of ‘Shop with friends’ allows users to search and discover fashion products together on one platform. The functionality of shop with friends is replicating the entire offline experience of how you go to a mall with friends to shop, take their suggestions to an online platform. We realized that currently shopping online is an extremely lonely process, and in an age where we are always connected why a basic thing like shopping online needs to be without any connection your friends or family? ‘Shop with friends’ allows users even on different continents to shop together.

Techaloo: How many stores do you have association with?

We currently have Myntra, Jabong, Homeshop18, Zovi and Limeroad with us, however, we would be integrating Flipkart and Koovs in another 2 weeks.

Techaloo: What categories do you have currently?

We are focusing on a niche area and therefore we are looking primarily at the Fashion market. We have categories of clothing, footwear and accessories

Techaloo: How is the response till now?

The response has been quite encouraging with a limited marketing effort, we believe this number is going to increase exponentially as we are just 2 weeks old.

Techaloo: Tell us something about founders.

Nothing much to say except that the team is of the guys who are dreamers, passionate and extremely willing lot!

All are young ( either currently pursuing Undergrad in Univ or have just completed ), don’t want to be ‘doing a job’ and not afraid of failure!

Techaloo: What are your plans for next 3 years?

The plan for next 3 years is to get mobile apps on both platform out in the market, we already have some new innovative features that we want to implement so a lot of new functionalities not present in the Indian market right now would be getting implemented and we would also be looking into how we can use our technologies and data to leverage other aspects of the industry too.

Techaloo: What will be your advice for budding entrepreneurs?

Dream, believe, execute. Live by these words, they are extremely important. I would also like to tell them that the startup journey is a huge rollercoaster without a safety belt, but you need to hold on tight. Stay calm, take problems as opportunities and eventually you do reach the destination you always thought of.

Techlaoo: What do you think about techaloo.com?

Techaloo is doing a great job in bringing out the stories of startups and entrepreneurs out to the public. The ecosystem techaloo is creating for startups is great and very supportive. I wish you the best!

 Meet the team behind the success of “Fabulous Experience

fabence_anshulAnshul Gupta: Founder at Fabence.com, pursuing commerce at the Shri Ram college of Commerce, New Delhi. Food enthusiast, keen sportsperson and alumni of Kodaikanal International school.




fabence_snehilSnehil khanor: Snehil is a web entrepreneur since his school days, over 8years now. He is a B.tech in computer science. While in school he had co-founded a social networking site at the age of 17 and had various music/video sharing and other web portals for self and others before becoming interested in ecommerce.



fabence_swatiSwati Singh: Swati is an experienced professional having spent close to 20 years in various corporate roles. Swati has been involved in multiple startups and brings with her strong knowledge of social media, marketing, designing etc.




fabence_khandelwalAisha Khandelwal: Aisha is pursuing commerce at the Shri Ram college of commerce, New Delhi. She is involved in a multiple extra-curricular and social activities and projects. She holds leadership roles in key student bodies at SRCC.




fabence_amitAmit Gupta: Mentor at Fabence.com. Amit has close to 25 years of corporate experience, having held top leadership positions (managing director, partner, global head etc) in both national and international firms. He is credited with establishing and starting Churchill India and The Royal Bank Of Scotland IDC.




vaibhav_techalooVaibhav Wadhwa: Vaibhav is leader of Fabence IT Development team and is responsible for creating and delivering Fabence platform. He brings extensive web development and mobile app development capability





Mohit Bansal(23) is B.Tech in Electronics and Communication Engineering from Indian School of Mines, Dhanbad, India. He has interest in business and entrepreneurship and has published couple of research articles. He is also associated with various NGOs. He is with Techaloo when it was just in concept stage. The Techaloo site was not existing even then. Currently Mohit is working with Mu Sigma as a Business Analyst Profile.

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