When you build something that doesn’t exist in the market, the biggest challenge isn’t selling it’s explaining.
OddEven has always been that kind of brand. A women-led brand built around a simple but bold idea: beaded bra straps that replace your regular straps and elevate your outfit instantly.
Before the world knew what OddEven really was, we decided to do something fun — a vox pop where strangers had to guess the product without any context. All they saw was a beaded strap. No logo. No branding. Just the design.
And the responses were iconic.
“Is it a necklace?”
“Is it a phone chain?”
“Is it a belt?”
“Oh wait… is it some kind of jewellery?”
Every guess reminded me of why I started OddEven in the first place — to create a new category of functional fashion accessories for women, something between fashion and comfort.
By the time I stepped onto the IdeaBaaz stage for my pitch, Prateek Gandhi introduced me with excitement and confusion, exactly how every customer feels at first.
watch the video here
https://youtu.be/RRJHkndGzTg?si=SicYkgF6yJZfatKX
A product that looks like fashion but works like lingerie.
A simple accessory that transforms your outfit, lets you go strapless-without-going-strapless, and gives you confidence without compromise.
And then came the moment of truth, the reveal video.
Seeing people’s reactions as they finally understood the product was priceless. Their faces went from confusion… to surprise… to “OH, I actually need this.”
The guessing game wasn’t just fun content for OddEven.
It was proof that the product truly is “understated, until it’s not.”
A strap that makes you look twice.
A concept that challenges the ordinary.
A design that finally makes women say: “Why didn’t this exist earlier?”
OddEven’s journey began with curiosity — and honestly, it still thrives on it.
