Preeta Sukhtankar founded The Label Life in 2015 with the vision to build a woman's lifestyle brand by engaging the customer through content, celebrity styling and experiential shopping. The Label Life focused on online presence in its first few years before expanding its offline presence through standalone and multibrand stores. Currently over a 1,000 online orders are fulfilled every day and geographic presence is growing from 10 cities to 20 across India. Recently, the brand has expanded to the Middle East and South East Asia. The Label Life has grown by more than 100% a year since its founding and anticipates this pace of growth to continue in the coming years given the underlying growth in the number of working women with increasing disposable income and higher aspirational spending. Preeta gets a kick from seeing her customers actively engage with The Label Life brand as it resonates with their lifestyle and daily experiences.

As a first generation entrepreneur, Preeta has been recognized by several publications and institutions for starting and building a brand through an innovative business model as well as for being a vocal proponent of woman empowerment.

In her prior career, Preeta was heading a celebrity management firm, was vice president and publisher of the Apricot Group that published Seventeen and L'Officiel, helping establish them as the front-runners in the then nascent business of luxury and fashion in India. She was also a producer at MTV India leading the fashion and talent endeavours by conceiving shows like MTV Stylecheck and Style Awards that shaped the mindsets of young teens in India. She was part of the founding team at ELLE India and helped raise more than $5 million for ELLE's Breast Cancer Campaign. Preeta started her career as a writer at the Sunday Observer where she soon became their youngest editor. Preeta graduated from St. Xaviers University in Mumbai with a B.A. in Economics.