The Russian children's clothing brand Choupette continues its successful international expansion. Entering the Indian market in 2021 was a strategic and bold decision that is already yieldingimpressive results. Today, the brand is represented by its own store in New Delhi, a brand corner inRaipur, and is also actively sold through local marketplaces and its own mono-brand website.

The key to success was a deep dive into the Indian market. As noted by the brand's co-founder Anastasia Vasilkova, the DNA of Choupette – creating elegant clothing for special moments – perfectlyaligned with the cultural values of India, where family and celebrations hold a central place. "Werealized it was worth taking the risk because our philosophy fits well with their demand, mentality,and culture," explains Anastasia.

In the demanding Indian market, where buyers meticulously check the quality of tailoring, Choupette's products have received high praise. The brand's Russian origin, perceived as a mark ofquality, has also strengthened trust. A well-structured partnership with a local company and supportfrom Sber in organizing seamless payments and logistics also played a significant role.

Read the full article on the Sber website.

Anastasia Vasilkova, Development Director at Choupette, shared in an interview how a family project turned into an international brand with production in Russia, revealing the principles that allow Choupette to remain stable even in challenging market conditions. She paid particular attention to the role of the team, which she considers to be the foundation of success, and the unique corporate culture built on trust and genuine care for employees.

Anastasia also explained how the brand builds relationships with franchisees through a support and training system, and why even in times of economic challenges, Choupette remains committed to quality and its customers. Her personal practices — from yachting to deep immersion in literature — help her find unconventional solutions for the company's development.

Read the full interview on SberBusiness Live website.

Anastasia Vasilkova, Development Director at Choupette, became the star of the show ‘Now I'm the Boss!’ on the Pyatnitsa TV channel!

As part of the project, Anastasia took up the challenge and immersed herself in the management of Sardana Dress for several days to solve real business problems in a new environment. This experiment allowed her not only to test herself in unusual conditions, but also to demonstrate the professional principles that we develop at Choupette: customer focus, a systematic approach, and the ability to inspire the team to achieve.

Participation in the project confirms that our approach to business management and development remains relevant and effective even in a rapidly changing market. Anastasia shared her experience of building strong teams and creating products that bring joy to thousands of families every day.

Watch the episode with our Director of Development and see for yourself that Choupette's philosophy works beyond the realm of fashion design!

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Anastasia Vasilkova, development director and co-founder of Choupette, was a guest on the latest episode of Five Minutes on Moscow Industry. The interview, timed to coincide with the UCHPROM-2025 conference, focused on manufacturers of children's products..In conversation with the host, Anastasia talked about the evolution of the brand — from a few sizes of baby clothes to international recognition. Today, Choupette is chosen by families from Moscow to the UAE and India. The conversation focused in particular on the complexities of children's fashion.

‘It's a real science to please both strict grandmothers (who, by the way, make up a quarter of our customers!) and little fashionistas who, at the age of five, confidently say, “I'm not going to wear that,”’ Anastasia shared.

During the interview, they also discussed the designers' sources of inspiration, current trends in children's fashion, and the specifics of creating high-quality products for the most demanding audience.

Watch the episode at the link