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About Us
About Wmchanger: A Journey of Empowerment in Women's Fashion
Wmchanger is not just a women's clothing brand; it's a celebration of femininity in all its forms. Our story is woven with passion, purpose, and a deep understanding of what women truly need from their wardrobe—clothes that adapt to their lives, reflect their personalities, and make them feel unstoppable.
Company Background & Development Milestones
The Wmchanger story began in June 2018, born from founder Anaya Raj's frustration with the fashion industry's one-size-fits-all approach. Anaya, a former fashion journalist, noticed that women were often forced to choose between style and comfort, or between cultural relevance and modernity. Determined to bridge this gap, she launched Wmchanger from her Mumbai apartment, with a small team of 5 artisans and a debut collection of 12 pieces. These designs, featuring hand-printed textiles from Rajasthan and adjustable hemlines, quickly gained traction on social media, with the first 500 units selling out in just 10 days.
By March 2019, we expanded our range to include office wear and casual separates, introducing our signature "Convertible Collection"—pieces that transform from day to night with simple adjustments, like detachable collars or reversible skirts. This innovation earned us a spot in Vogue India's "Emerging Brands to Watch" list that year.
September 2021 marked a major leap: our first flagship store opened in Bangalore, designed as a community hub where customers could attend styling workshops and meet the artisans behind their clothes. The store's launch coincided with our entry into international markets, starting with Dubai and Singapore, driven by demand from expat communities.
In January 2023, we launched our sustainable line "EcoRojgar," using 100% recycled polyester and organic cotton, which now makes up 40% of our total sales. By December 2023, we had scaled to 15 retail locations across India and shipped to 28 countries worldwide.
Our Mission
Wmchanger's mission is to equip women with clothing that empowers them to navigate every chapter of life with confidence. We strive to create garments that are not just worn, but lived in—whether that means a power suit for a career-defining meeting, a flowy dress for a family celebration, or loungewear that feels luxurious even on lazy Sundays.
Core Values
- Authenticity: We draw inspiration from real women's lives, not runway fads. Our designs are rooted in functionality and emotional resonance.
- Sustainability: We're committed to minimizing fashion's environmental footprint. From using waterless dyeing techniques to offering a recycling program for old Wmchanger clothes, sustainability guides every decision.
- Community: We view our customers, artisans, and employees as one big family. A portion of every sale goes to our "Rojgar Fund," which provides skill development courses for underprivileged women.
- Inclusivity: Our size range (XS-6XL) and diverse model lineup reflect the world we live in. We also offer extended return policies for first-time customers to ensure satisfaction.
Unique Advantages
What makes Wmchanger stand out is our "Heritage Reimagined" design philosophy. We collaborate with 20+ rural craft communities across India, preserving ancient techniques like Kantha stitching and Bandhani tie-dye, but reinterpreting them for modern tastes. For example, our best-selling "Heritage Blazer" features traditional Banarasi brocade on the cuffs and lining, paired with a sleek, minimalist silhouette.
We also pioneered the "Personal Stylist Portal" in 2022—a free online tool where customers can input their body type, style preferences, and lifestyle needs to receive personalized outfit recommendations, making shopping stress-free.
Impact on Consumers
Our customers often tell us Wmchanger has transformed their relationship with clothing. Mumbai-based lawyer Priya Sharma shared, "I used to dread office mornings until I found Wmchanger's stretch cotton blazers—they fit perfectly and make me feel ready to tackle any case." Many report rediscovering cultural connections through our designs: "Wearing your Kundan embroidery saree made me proud to share my Gujarati roots at my wedding," wrote Singapore-based customer Aisha Patel.
Beyond individual stories, we've built a vibrant online community of 2.3 million "Rojgar Women" who share styling tips, life milestones, and support each other—proving fashion can foster meaningful connections.
Our Vision
By 2030, we aim to:
- Expand to 50 countries, with a focus on emerging markets in Africa and South America.
- Launch a design institute in Jaipur, offering scholarships to 1000+ young women from marginalized communities.
- Achieve carbon-neutral operations and ensure 100% of our packaging is plastic-free.
- Become the go-to brand for women who refuse to compromise on style, ethics, or comfort.
At Wmchanger, we don't just sell clothes—we sell confidence, community, and a little piece of joy with every purchase.
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