An extension of their personalities,Aparnaand Ambika conceptualised and foundedShobitamon March 8th, 2019 (on International Women’s Day) with a mission to make people “Look good, Do good, and Feel good!”. What started as a pilot launch on Etsy has now transfigured into a fast-growing start-up with over 300 percent growth in revenues and reviews touching the sky.

After reaching over 40,000 fans, and customers in 30 countries, the company posts 300% YOY growth, and assembles a stellar advisory board, while continuing its march towards its vision of democratizing ethnic fashion globally.

Tute Consult will be responsible for developing a holistic communication strategy to amplify the brand’s mission.

Indian saree is by large the most popular outfit in the nation, its market size thus is unlike any other. Consumers are loyal to certain brands which they have preferred over generations without much thought, observably. Hence, it is very difficult to cut into the Rs 40,000 crore saree market, which is currently growing at a CAGR of 5-6 percent between 2018 to 2023.

Shobitam - ethnic wear global platform, launches festive campaign "Timeless Weaves for Timeless Moments" encapsulating the joys of life

The most successful founders are those who turn their passion into purpose. That’s certainly the case for Shobitam co-founders and sisters Aparna and Ambika.

It started three years ago after a casual conversation about ethnic fashion between former technology executives.

Now sisters Aparna and Ambika Thyagarajan are leading a fast-growing direct-to-consumer online platform called Shobitam to democratize ethnic fashion globally and make a difference for the weavers and artisans involved. 

Shobitam was founded by Aparna and Ambika Thyagrajan in 2019 to serve the global demand for Indian ethnic wear. Started with a pilot launch on Etsy, the brand has grown 300 percent in the last two years and made Rs 9 crore in revenue.

We have stuck to our mission and vision from day one. Every decision that we have taken so far is led by our principle of being “Weavers First & Customer First”. Finally, we love our culture with strong values where we not only “Work Hard” but “Play Harder” to have fun as a team!

When we started Shobitam in 2019 as a passion project, we did not envisage all this. We aimed to create a shopping experience that we could not find. An experience that brought back all the good memories associated with our homeland. Our technology-backed approach led us to the right avenues quite early on in the business.

Today the heartfelt notes from our customers, weavers, and employees help us in pushing ourselves harder.

The other day, while airing out and refolding my sarees, I realized I hadn’t bought a saree in many years! A few days before Deepawali and my birthday, I knew I had nowhere to go but that was no excuse –  after almost a year into the pandemic, I wanted to look and feel good. 

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