In the latest episode of the IdeaBaaz Podcast, host Pooja Nerurkar sits down with Dwisha Gosalia, the young visionary behind OddEven, a brand challenging societal norms by making bra straps something to flaunt rather than hide.
The OddEven story began 13 years ago when Dwisha’s mother, tired of constantly reminding her daughter to hide her bra straps under sleeveless outfits, decided to beautify them instead. “My mom was always like, ‘Can you just wear clothes where your bra strap isn’t seen?’” Dwisha recalls. That maternal frustration sparked an idea that would eventually become a thriving business.
Fast forward to 2021. During Dwisha’s third year of college, that childhood memory transformed into entrepreneurial action. But this wasn’t her first venture. She had already launched — and learned from — a failed clothing brand called Snazzilla. “I never did an MBA because I already did an MBA by failing a startup,” Dwisha says with refreshing honesty.
Watch episode nine of the Ideabaaz Podcast here:
Breaking the taboo, building the brand
What makes OddEven particularly remarkable isn’t just the product — it’s the courage to address something most people prefer to ignore. Bra straps have long been considered something to conceal. Dwisha decided to flip that narrative entirely.
The brand now offers 26 designs of beaded bra straps that are comfortable, durable, and beautiful enough to show off. With price points ranging from ₹499 to ₹1,100, these aren’t just functional accessories — they’re fashion statements that women can reuse with multiple outfits.
When Dwisha’s sister pointed out that elastic adjustment straps were visible with one-shoulder outfits, Dwisha didn’t sleep for nights. The solution? Redesigning the product with rings instead of elastic, making the entire accessory look like beaded jewellery rather than intimate wear.
The numbers tell the story
OddEven’s financial health is as impressive as its concept. The brand boasts a remarkable 79% gross margin and a 15% net profit. Perhaps more telling is that 90% of its sales come directly from its website, much of it driven by organic Instagram content.
One of the brand’s reels featuring Ganpati Bappa unexpectedly went viral, leading to a surge in orders — and, as Dwisha laughingly admits, “a lot of sleepless nights.”
The brand started with just ₹1.5 lakh that Dwisha had saved from her salary and mutual fund investments. Today, she has secured funding from Archana Jahagirdar on IdeaBaaz, with a valuation that continues to climb.
Family: The backbone of success
Coming from a family of entrepreneurs — with three elder sisters all running their own businesses — Dwisha had a strong support system. Her eldest sister, 18 years her senior, deals in diet foods. Another sister is a fashion designer, while the third creates 3D-printed fidget toys.
But perhaps the most touching support came from her father. Today, he proudly tells people, “She makes beaded bra straps,” and shows her Instagram reels to his friends. During the IdeaBaaz shoot, “my father is constantly crying,” Dwisha shares. “Not a moment he stopped crying.”
The turning point
A pivotal moment in Dwisha’s entrepreneurial journey came when she received her dream job offer from a fashion house. Despite having left her previous job specifically to pursue this opportunity, something didn’t feel right.
“I went to my father’s store and I’m telling him I got the email. He’s like, ‘Congratulations, amazing.’ Then he says, ‘But I’m not happy.’”
That moment of clarity — backed by her father’s intuition and her brother-in-law’s encouragement — led Dwisha to reject the offer and commit fully to entrepreneurship.
From necklaces to recognition
At pop-ups and markets, customers would often mistake the bra straps for necklaces. Rather than seeing this as a problem, Dwisha’s team turned it into marketing content. “We’d go around and ask people, ‘Can you guess what product this is?’”
This confusion highlighted exactly why OddEven’s awareness-building efforts are so crucial. “Our human mind is not trained to see bra straps in this format,” Dwisha notes.
The IdeaBaaz experience
Dwisha’s journey to IdeaBaaz was serendipitous. After discussing Shark Tank with a friend, she saw an IdeaBaaz post on Instagram just hours later. What followed was an extensive application process, including a video pitch that took “a hundred shots” to get right.
When investor Shaili Chopra mentioned that she already knew and used the product — praising its quality after a year of use — Archana Jahagirdar pressed the buzzer without much deliberation. “I was answering something and she pressed the buzzer,” Dwisha recalls. “My reaction was like, ‘What? This literally happened?’”
The road ahead
With funding secured and momentum building, Dwisha’s vision for OddEven extends beyond online sales. She’s already in talks with Nykaa and is exploring retail partnerships. “I want to seep into the retail space where you see OddEven products in luxury stores and fashion clothing stores.”
Her long-term goals are equally ambitious. “One day I want to be a Titan to invest in other potential founders,” she says. She also dreams of buying her parents a house and building a business on autopilot that would allow her time to travel.
Advice for fellow entrepreneurs
When asked what advice she’d give aspiring entrepreneurs, Dwisha is clear: “So many people from our generation think too much. They plan too much but execute really little. The only thing I would recommend is: stop planning, start doing.”
She also emphasizes the importance of savings. “One thing apart from entrepreneurship is — yes — start saving, because that is what can fund your dreams ahead as well.”
Redefining intimate wear
At just 24, Dwisha Gosalia is creating a market for a product people didn’t know they needed. By transforming something as mundane as a bra strap into a fashion accessory, she’s challenging deep-seated social norms.
“Why hide it?” Dwisha asks simply. “This is something that is just a normal thing. It’s a body part, right? Why would you want to hide something that is so natural?”
That question captures the revolutionary simplicity of OddEven. Where there was shame, she’s creating style. And where there was nothing, she’s built a profitable, purposeful business.
