BREAKING BORDERS
How Truebrowns Went Global with Their Ethnic Wear
Meet Truebrowns
Founded in 2016, Truebrowns brought something fresh to Indian ethnic wear - comfortable, size-inclusive designs that blend tradition with modern style. By 2021, they noticed something interesting: women from the USA to Australia were falling in love with their designs. The only problem? They weren’t quite ready for this international attention.
The Challenge
When Truebrowns reached out to us, the numbers told a clear story:
- Their international sales were crawling at less than 5% through their Indian website
- They were spending a fortune on ads (think $3000 CPMs!) without hitting the right audience
- Most worrying? Zero repeat customers. Not a single one.
Our Game Plan
We knew going global needed more than just shipping internationally. Here’s how we rebuilt their international presence from the ground up:
Building a Global Foundation
- Created a dedicated international website that actually spoke to global shoppers
- Used Google Market Finder to zero in on promising markets
- Got smart with products: velvets for cold countries, solids for the USA, prints for Southeast Asia
- Timed campaigns with local events - from Black Friday to UAE National Day
Finding Their Tribe
- We stopped trying to sell to everyone and focused on who really wanted Truebrowns:
- Targeted the Indian diaspora through their interests (think Bollywood, cricket, Indian cuisine)
- Tapped into the underserved plus-size market
- Created Stories and Reels for US audiences (thanks, TikTok culture!)
Turning First-Time Buyers Into Fans
- Launched smart remarketing campaigns that showed people exactly what they were interested in
- Created loyalty programs that made sense for each region
- Put best-sellers front and centre with an eye-catching Hero Banner strategy
The Impact
The transformation was dramatic:
- Sales jumped from $20,000 to $100,000 in just 10 months
- Overall revenue shot up by 500%
- Cut their cost-to-revenue ratio nearly in half (from 70-80% to 35-40%)
- Orders multiplied 5x in 10 months
- Best of all? That 0% repeat customer rate? It hit 20%
The Bigger Picture
This became something way bigger, because now it wasn’t just simply about selling more clothes - it was about helping an Indian brand find its place on the global stage. By understanding what different audiences wanted (from the UAE to the USA) and speaking their language (both literally and figuratively), we helped Truebrowns become truly international.
What made this work? We stopped treating international expansion like a side project and made it a core focus, understanding that each market needed its own approach. From celebrating Diwali in London to Black Friday in New York, we helped Truebrowns feel local everywhere they went.
What made this work? We stopped treating international expansion like a side project and made it a core focus, understanding that each market needed its own approach. From celebrating Diwali in London to Black Friday in New York, we helped Truebrowns feel local everywhere they went.
