In the glamorous yet cut-throat world of fashion, Ashima Batra and her family have woven a narrative that’s nothing short of inspiring. After navigating the turbulent waters of a failed venture, they’ve emerged stronger, more determined, and with a brand that’s turning heads across the fashion landscape. Enter Dorabi, India’s only 100% hand-dyed fashion label.
From the Ashes of Neraaya
Back in 2020, Ashima Batra launched Neraaya, a venture that seemed promising but succumbed to high return rates and the hefty fees of brand consultants. Within two short years, the brand faced a staggering ₹70 lakh loss, leading to its unfortunate collapse. But like a phoenix rising from the ashes, Ashima took a six-month hiatus, reflecting on her journey and learning from her mistakes.
The Birth of Dorabi by Ashima Batra
In 2022, with renewed vigor and an unshakable belief in her vision, Ashima launched Dorabi. This time, she had an ace up her sleeve: her father Vinod Batra. He brought 24 years of manufacturing expertise to the table. With such a seasoned professional ensuring quality control and profitability, Dorabi was destined for greatness.
The brand operates on a direct-to-consumer model, exclusively selling through its website and physical stores, in Mumbai, New Delhi, and Vadodara. This strategic move has helped maintain high margins and a close connection with their customer base.
The Heartbeat of Dorabi
Dorabi isn’t just about looking good; it’s about feeling good too. The brand’s commitment to sustainability is unwavering. They use non-toxic dyes and 100% cotton, making sure that your fashion choices don’t hurt the planet.
Their motto? “Clothing that speaks to everybody and every BODY!”
What Sets Dorabi Apart?
It’s unique blend of traditional craftsmanship and modern, effortless designs. The brand collaborates with generational karigars, ensuring each piece is a work of art. Whether you’re conquering the boardroom, twirling at brunch, or just vibing in your best self, Dorabi has got you covered.
- Traditional Craftsmanship: Generational karigars
- Modern Designs: Effortless and chic
- Fashion for Real Women: Embracing all sizes, shapes, and stories
Emotions are Sewn Into Every Stitch at Dorabi
Fashion isn’t just about fabric; it’s about feeling. At Dorabi, every stitch is a love letter to self-expression, self-love, and sisterhood. The brand designs for real women, real bodies, and real moments.
The confidence you feel slipping into a Dorabi dress? Priceless. The joy of finding a fit that hugs you in all the right places—without a complicated relationship? Even better. Because when women lift each other up, we all shine brighter.
Dorabi dreams of a world where dressing up is a daily celebration, not just reserved for special occasions. They envision a realm where premium fashion is inclusive, and sustainability is synonymous with craftsmanship. Most importantly, they aspire to a world where every woman feels like the main character in her own life.
Revenue Rollin’ In 💵
In its first fiscal year (FY22-23), Dorabi achieved an impressive ₹36 lakh in revenue. Fast forward to FY23-24, and the brand surged to a whopping ₹3.45 crore. And the forecast for FY24-25? A cool ₹5.5 crore. Talk about a glow-up!
Shark Tank India: A Game-Changer 🦈
Dorabi’s meteoric rise caught the attention of Aman Gupta and Anupam Mittal on Shark Tank India. The company secured a sweet ₹1 crore for 4% equity, valuing Dorabi at a jaw-dropping ₹25 crore.
To celebrate this milestone, Dorabi is offering a 10% discount on their online store.
Can we get a “yaass queen”? 👑
Final Threads
Dorabi is more than just a fashion label; it’s an expression of life itself. Ashima Batra and her family have crafted a brand that’s here to stay. So, if you’re looking for luxe fashion that doesn’t break the bank, Dorabi is your go-to.
Navigating life’s rollercoaster, every loss is just a plot twist in the epic tale of your hustle. Ashima’s story is a prime example: she faced a ₹70 lakh setback and came back swinging like a true champion. It’s a reminder that no matter how hefty the loss, you gotta dust off those L’s and rise. Every failure is just a stepping stone to greatness. So, stand tall and keep pushing forward. Turn those setbacks into epic comebacks.🚀💪
