Preeta Sukhtankar

Founder, The Label Life

With her extensive experience in the fashion and entertainment industries across brands like ELLE, MTV and seventeen, I have had the privilege of working intimately on softer themes that impacted women all across the country for 20+ years. More importantly, I understand ‘this woman’ deeply, given I’ve played various avatars in her life – first as a journalist, then a stylist, a TV producer (MTV Style Check) and celebrity manager – collecting insight and coming up with solutions all the way albeit unbeknown to ‘her’

Early on, I spotted a gap in the Indian market for everyday essentials that had seen success internationally. My varied experience had taught me that the right ensemble made a world of difference in boosting confidence for women across the globe but the Indian market was barely ready to cater to the modern Indian superwoman balancing competing demands for work, home, relationships and The Label Life was born.

My vision was to create a brand that would bring those essentials to dress this woman that would not just be stylish but “spoke” TO them and not AT them hence forging a bond between the brand and her that no one had attempted before! This was circa 2012 and way before the phrase D2C was coined.

Since then I have had the opportunity as a first time founder to build this beautiful brand with celebrity stylists – Malaika Arora, Sussanne Khan and Bipasha Basu, a fantastic all-woman team and a wide network of vendors and partners to bring this dream to life!

We’ve weathered many ups and downs in our journey yet cemented our position as a leading digital-first brand having maintained one of the highest repeat customer retention rates (>60%) and gross margins (<60%) in the Indian DTC ecosystem and serviced over a million orders. We recently sold to G.O.A.T Brand Labs who continues to showcase the best in women’s apparel, home decor and accessories curated by a fresh new team for an ambitious growing audience.

After my exit, I’m enjoying playing the role of confidante and mentor to female founders and am an active angel investor with inclusivity and impact being at the heart of my interests. I’ve also led and produced an ELLE Breast Cancer awareness film directed by Zoya Akhtar starring some of India’s favourite actors.

I’m currently building my next venture that focuses on aiding Indian D2C brands achieve their business goals – this albeit is in stealth mode. My favourite role though remains that of a proud adoptive parent and as an active advocate for the same, I have written an illustrative children’s book that is currently in print.