WhySoBlues mix of comfy cottons, indie prints and vibrant hues is something most women would have as wardrobe staples. But what makes the brand even more special is its focus on sustainability- both environmental and social.Started by mother-daughter duo Jaya and Shweta out of love for customizable clothing, the brand made conscious, cotton, customizable its mantra. According to me, WhySoBlue was born out of necessity and led by passion. Shweta had just graduated when her father passed, and we had to quickly figure out a way to support ourselves. She gave up her dream of studying abroad and took up the first job that came her way, though her passions lay elsewhere, says Jaya. But it wasnt long before Shweta quit her job. The idea was as simple-sounding as it can- make dresses and sell them online. And thats exactly what they did. When we started WhySoBlue 7 years ago, there werent many consciously made womenswear brands that were easy on the pocket while maintaining ethical terms of working. We either had cheap-quality, fast-fashion brands or really expensive, slow fashion brands that didnt keep up with the kind of styling that came naturally to me, adds Shweta.Jaya and ShwetaToday, the women-led brand not only aces the modern Indian womans sartorial aesthetic perfectly but also ensures a conscious approach to WhySoBlue as a business. We only make to order. We never stock up ensuring minimal end-product wastage. We mindfully purchase fabrics in small numbers to minimalize dead-stock build-up and maintain a level of exclusivity to our customers. Smaller fabric scraps are used in kids clothes, patchwork, bags and accessories. Scraps that are too small to be turned into anything else are used as stuffing in dog beds, which are subsequently donated to our local shelters. I personally believe that each brand has the ability to do good and give back to society, and as we grow bigger, so does our responsibility. To that end, we do all we can to help those in need and leave a positive impact on the environment, says Shweta. Furthermore, the brand maintains an equal ratio of men and women in the team and ensures equal wages.As entrepreneurs that started out of their living room, with Jaya making the clothes herself and Shweta building WhySoBlues website, the duo and the brand have grown exponentially. When asked what the secret really is, Shweta says, Research, research, research and socialise! The biggest advice I wish someone had given me. I learnt the hard way the power of information. Its extremely important to know every aspect of your business because knowledge is the only way you can optimize any business and increase the efficiency of your departments. I had no prior knowledge of business nor any real-life experience, and I do think having a history in biz would have fast-tracked my learning. Instead, I learnt everything on the job and figured it out along the way. Jaya agrees and adds, Before you start anything, do plenty of research and get some experience in the field. And once you make up your mind, put your heart and soul into it. Its important to remember that ups and downs are part of it, you have to be innovative and keep learning there is something new to learn every day!Team WhySoBlueAnother advise be prepared to fail. All your ideas may not pan out, but you have to be resilient and strong to see through the failures. There is no shortcut or cheat sheet to make it big. Take risks and be prepared to face whatever reality comes out of it, adds Shweta.