Let’s face it, everyone loves a gorgeous saree, but no one likes paying sky-high prices for it. That’s where Sudathi, the Surat-based ethnic wear brand, comes in. Founded by Hiren, Viren, and Darshan Lathiya, Sudathi is revolutionizing saree shopping, proving that style, tradition, and affordability can go hand in hand.
And if landing a big Shark Tank India deal wasn’t proof enough, their ₹35 crore revenue in under a year definitely is.
So, how did a bootstrapped brand from Gujarat grab the spotlight and secure backing from top investors? Let’s break it down. 👇
Three Brothers, One Vision
Hiren Lathiya, the brain behind Sudathi, didn’t come from a legacy fashion house. He grew up in a humble family in Saurashtra, dreaming of building something big. His journey started at IndiaMart, where he helped offline vendors transition into e-commerce, believing that the future of fashion was digital.
As his idea grew, he roped in his brothers, Viren and Darshan, to handle tech and marketing. Together, their goal was simple yet powerful:
- Make high-quality sarees affordable.
- Cater to Tier II & III city customers.
- Bridge the gap between tradition and modern convenience.
And thus, Sudathi was born. 🌿
The Name That Says It All ✨
“Sudathi” isn’t just a brand, it’s a tribute. In Sanskrit, it translates to “a virtuous and beautiful woman”, capturing the grace, strength, and elegance every woman embodies. And just like its name, Sudathi strives to make every saree just as beautiful and accessible.
Shark Tank: The Game-Changer 🦈
They knew they had something special when Sudathi hit the Shark Tank India stage.
The founders pitched for ₹1 crore in exchange for 1% equity.
Vinita and Namita opted out, but Aman Gupta, Anupam Mittal, and Piyush Bansal saw its potential.
After intense negotiations, the deal was closed at ₹1 crore for 4% equity, valuing the brand at ₹25 crore.
Not bad for a bootstrapped brand in its first year, huh? 😏
Why Sudathi Won Over the Sharks?
Sudathi has established itself as India’s most affordable saree brand, offering high-quality ethnic wear without the hefty designer price tags. With a diverse collection ranging from Banarasi bridal sarees to lightweight chiffon drapes, the brand ensures that every shopper finds something perfect for their occasion.
Its massive customer trust is evident, boasting 4 lakh+ happy shoppers and over 20,000 five-star reviews, proving its commitment to quality and affordability. Operating on a direct-to-consumer model, Sudathi eliminates middlemen, allowing them to keep costs low while maintaining premium craftsmanship, making stylish and elegant sarees accessible to everyone.
The Sharks saw what customers already knew: Sudathi was on to something big.
The Growth Story: Rs 35 Crore & Counting
Sudathi’s direct-to-consumer model has helped it grow FAST.
- September 2023 to March 2024: ₹2.87 crore in revenue.
- First half of FY24-25: ₹8 crore in sales.
- September 2024: ₹2.66 crore earnings.
- Projected revenue for FY25: ₹30-35 crore.
For a brand that started less than two years ago, these numbers are wild.
Why Customers Love Sudathi?
Saree shopping isn’t just about buying fabric, it’s about buying a moment, an emotion, a tradition. Sudathi gets that, and that’s why shoppers keep coming back.
- Affordable Elegance – Trendy styles without hurting wallets.
- Exceptional Quality – Carefully crafted premium fabrics.
- Variety for Every Occasion – Festive, wedding, casual, party wear, you name it.
- Customer-Centric Approach – 11,000+ 4.5-star reviews prove the love is real.
- Hassle-Free Shopping – Their app has 3,10,000+ downloads for seamless browsing.
What’s Next for Sudathi?
With fresh funding and strategic mentorship, Sudathi is gearing up for ambitious expansion. The brand aims to reach ₹350 crore in revenue within the next 3-5 years, solidifying its position in the ethnic wear market. Beyond sarees, Sudathi plans to diversify its product offerings, introducing new categories to cater to a broader audience.
Additionally, the company is focused on enhancing its online presence and streamlining logistics, ensuring a seamless shopping experience and accelerating nationwide scalability.
Their vision? To become India’s go-to ethnic fashion brand, proving that quality doesn’t have to be expensive.
Final Thoughts: Why Sudathi Works
Sudathi is not just another saree brand, it’s an idea, a mission, a movement. By staying true to its roots, offering unbeatable value, and embracing digital-first commerce, it’s setting new standards in the ethnic wear industry.
With a Shark Tank deal, explosive growth, and a strong roadmap, Sudathi isn’t just surviving, it’s thriving. And as it continues to scale up, one thing is clear: affordable luxury in ethnic fashion isn’t just a dream anymore. It’s a reality.
So, next time you’re shopping for a saree that looks premium but doesn’t cost a fortune, you know where to go. 😉
Shop Now: Sudathi
