Founder: Aparna Thyagarajan
Business: Shobitam
Revenue/Month: $50K 
Founders: 2 
Employees: 18 
Website: shobitam.com
Location: Bengaluru, Karnataka, India. 
Founded: 2019

Shobitam is rewriting the script on ethnic fashion, bringing India’s centuries-old textile traditions to the global stage with a modern twist. Since its launch in 2019, the brand has quickly become a go-to destination for those seeking the elegance of Indian handlooms paired with the ease of a digital-first shopping experience. From Banarasi sarees that whisper tales of royal looms to breezy Khadi cottons that reflect India’s grassroots craftsmanship, Shobitam offers over 1,000 meticulously curated products that cater to the diaspora and beyond. And while the exquisite designs take center stage, the true story of Shobitam lies in its ability to seamlessly connect heritage with accessibility, all while empowering the artisans who make it possible. 

“The vision was clear from the start,” says Aparna Thyagarajan, co-founder of the company. “We wanted to make Indian ethnic wear approachable for everyone, no matter where they are in the world. But at the same time, it had to be authentic—it had to carry the stories and soul of the artisans who create these pieces.” 

Unlike traditional ethnic fashion retailers, Shobitam doesn’t confine itself to luxury silks or high-end couture. Instead, the brand offers a kaleidoscope of options, from bold geometric Ikat weaves to delicate Chikankari embroidery. While sarees are undoubtedly the heart of the collection, the product line also includes jewelry, blouses, gowns, and more. “Our focus has always been on variety,” Thyagarajan explains. “We don’t believe in limiting someone’s choices or making them feel like heritage wear is only for grand occasions. It’s for everyday elegance, too.” 

At the heart of Shobitam’s model is its digital-first strategy, which Thyagarajan has championed since day one. “Shopping for ethnic wear has historically been an offline experience. But we realized there was a huge gap in the online space—people wanted high-quality, thoughtfully designed pieces without having to compromise on convenience,” she says. This led the sisters to invest heavily in creating an e-commerce platform that mirrors the sophistication of their product line. From sharp, high-resolution images to detailed product descriptions that highlight weaving techniques and cultural significance, every click on the website feels like a curated experience. 

The timing of their digital approach proved prescient. When the COVID-19 pandemic shifted the retail world online, Shobitam was uniquely positioned to meet the moment. Sales soared, with the company achieving a jaw-dropping 300% growth in a single year. Thyagarajan attributes this success not just to the demand for online shopping but to the brand’s ability to anticipate what customers need. “People were looking for connection—something that felt personal in a time when everything else was so distant. For many of our customers, wearing a saree from Shobitam wasn’t just about fashion; it was about feeling close to home, even when home was thousands of miles away.” 

But Shobitam’s success isn’t just about serving customers—it’s about serving the artisans behind the craft. The brand works closely with master weavers across India, ensuring fair wages and sustainable livelihoods for communities that have been practicing these techniques for generations. “These are the unsung heroes of our story,” Thyagarajan says. “Every thread they weave carries generations of expertise, and our role is to honor that by sharing their work with the world.” 

This collaboration has enabled Shobitam to bring rare and often overlooked weaving styles to a broader audience. Thyagarajan describes the thrill of introducing international customers to the artistry of Pochampally, Jamdani, or Uppada. “There’s a certain joy in seeing someone fall in love with a weave they’ve never encountered before. It’s not just about selling a product; it’s about sparking a connection.” 

That connection extends far beyond individual purchases. Many customers, Thyagarajan notes, see Shobitam as more than a brand—they see it as a bridge between their heritage and the modern world. “For someone living in, say, New York or Sydney, wearing one of our sarees might be the only way they can stay connected to their roots. It’s not just fabric; it’s identity.” 

The idea of bridging cultures is deeply embedded in everything Shobitam does. Even the way collections are designed reflects an understanding of how traditions evolve. While the craftsmanship remains deeply rooted in Indian culture, many of the designs are tailored for modern lifestyles—lighter sarees for ease of wear, contemporary cuts for blouses, or versatile dupattas that can double as scarves. Thyagarajan emphasizes that this isn’t about diluting tradition; it’s about adapting it. “We respect the past, but we’re also designing for today. It’s about creating something that feels timeless yet completely relevant.” 

Thyagarajan’s drive and attention to detail are evident in every aspect of Shobitam’s operations. From the thoughtful packaging—eco-friendly, of course—to the way the company handles customer feedback, nothing is left to chance. “We want every customer to feel like they’re getting more than just a product,” she says. “It’s about creating a relationship, one saree at a time.” 

That relationship is clearly resonating. With tens of thousands of customers across 30+ countries and a rapidly growing social media following, Shobitam has tapped into something powerful: a global hunger for authenticity, quality, and connection. And while Thyagarajan humbly credits the brand’s success to the artisans and the customers, her vision has undeniably been the driving force behind its meteoric rise. 

The Spark That Ignited a Global Movement 

Every successful venture has a story behind it, and for Shobitam, it began with a simple dinner conversation that transformed into a bold vision. Sitting at their dining table in Seattle, Thyagarajan and her sister casually discussed the challenges of finding high-quality ethnic wear in the United States. That conversation soon evolved into a deeper realization: there was a substantial gap in the market for South Asians abroad who craved affordable, authentic sarees and other traditional attire but lacked access to reliable sources. For the sisters, this wasn’t just an abstract business opportunity—it was personal. 

“We kept hearing the same frustrations from people we knew,” Thyagarajan explains. “There were limited options for Indian ethnic wear abroad, and when you did find something, it was often overpriced or underwhelming in quality. We knew we could change that.” 

Their collective background uniquely positioned them to tackle the challenge. With Thyagarajan bringing a methodical approach shaped by her engineering education and corporate experience at Microsoft, and her sister leveraging their shared passion for fashion, they had the perfect balance of precision and creativity. Growing up in a family where designing, tailoring, and fabric selection were part of everyday life only added to their confidence. “Fashion wasn’t just something we enjoyed—it was in our DNA,” Thyagarajan says, recalling how they spent their childhood watching their mother and aunts create custom outfits for family occasions. 

That foundation, combined with the sisters’ global exposure, helped them identify what the modern consumer wanted. Years of traveling through the bustling bazaars of India gave them an appreciation for the traditional textiles and intricate handlooms that define Indian fashion, while their time in Europe and the US exposed them to minimalistic, functional styles that blended tradition with modernity. It was this multicultural perspective that shaped the concept for Shobitam: a digital platform that would offer beautifully crafted ethnic wear, tailored for global audiences, while solving the challenges of pricing, accessibility, and customization. 

“We wanted Shobitam to feel like the best parts of shopping in India—without the hassle,” says Thyagarajan. “That meant high-quality products, a wide variety, and the ability to personalize every detail, from blouse fittings to fabric choices. And we wanted it to feel easy, no matter where you’re ordering from.” 

The sisters started small, testing their idea by listing a handful of products on Etsy. It was a calculated step to gauge demand while learning the nuances of running a fashion business. The response was both swift and overwhelmingly positive. “Our very first order came from France,” Thyagarajan recalls, smiling. “I remember thinking, ‘This is bigger than we expected.’” 

What began as a modest offering quickly grew as more customers discovered their store. By the end of 2019, Shobitam had sold out of its inventory several times over, fueled by glowing reviews and word-of-mouth referrals. Buyers weren’t just pleased—they were loyal, returning repeatedly for new pieces and recommending the brand to friends and family. The sisters had tapped into something powerful: a longing among diasporic communities to connect with their heritage through beautifully crafted, accessible fashion. 

“Every time someone wrote to us saying, ‘This saree reminds me of my grandmother’s,’ or ‘I wore this to a wedding and everyone asked where it was from,’ it reinforced why we were doing this,” Thyagarajan says. She admits that the early days were exhilarating but also intense, with the entire family pitching in to meet growing demand. “It was a lot of late nights and all-hands-on-deck moments. But it also showed us that Shobitam wasn’t just about the products—it was about building a relationship with our customers.” 

The move from Etsy to a standalone e-commerce platform was the natural next step. With a rapidly expanding customer base spanning continents, the sisters needed a more robust system to handle orders, customizations, and logistics. Yet, even as they scaled up operations, they remained committed to the personal touches that set Shobitam apart. “We wanted every customer to feel seen,” Thyagarajan says. “From hand-writing thank-you notes in the beginning to building a seamless, user-friendly website, everything we did was about making the experience special.” 

By the time the festive season rolled around, Shobitam was shipping to over 30 countries, with orders pouring in from Australia, Singapore, the UK, and across North America. What started as a small family-run operation was beginning to take on the shape of a full-fledged enterprise. But for Thyagarajan, the mission remained clear: “We weren’t just selling ethnic wear. We were sharing stories, preserving traditions, and creating a space where people could celebrate who they are.” 

From that family dinner in Seattle to shipping sarees across the globe, the evolution of Shobitam reflects more than just business acumen. It’s a testament to the power of blending personal passion with a clear vision, creating something that resonates deeply with customers. And for Thyagarajan, it’s still only the beginning. 

Crafting Quality and Building Trust 

For Thyagarajan, Shobitam’s journey was never just about selling clothes—it was about delivering an experience rooted in authenticity and precision. The sisters knew that the quality of their products would be the backbone of their brand, but they also understood the importance of setting themselves apart by paying attention to every detail of the customer journey. From sourcing rare fabrics to fine-tuning delivery logistics, Shobitam’s growth has been a result of tireless effort, innovation, and a focus on meaningful connections with both weavers and customers. 

“Each saree we offer represents hours of labor and artistry,” Thyagarajan explains. “It’s not just a piece of clothing—it’s a story, and we have a responsibility to honor that.” 

This philosophy drove the sisters to build relationships directly with master weavers across India, giving them access to traditional techniques while creating economic opportunities for artisans in need of reliable demand. Thyagarajan recalls the profound impact of these collaborations. “When you walk into a weaving village and see the skill and patience that goes into a single piece, it changes how you see fashion. These aren’t just garments—they’re cultural treasures.” 

That respect for craftsmanship became a key part of Shobitam’s identity. From opulent Banarasi brocades to the understated elegance of Chanderi silks, the brand’s catalog celebrates India’s textile diversity. But Thyagarajan wanted to push the boundaries of tradition by introducing innovative materials like vegan silks derived from banana fibers. “Customers are more conscious of sustainability than ever before,” she says. “Offering eco-friendly options felt like a natural extension of our commitment to preserving heritage while moving forward with purpose.” 

Even beyond the fabrics, Shobitam’s rigorous quality control process helps to ensure customers receive only the best. The sisters built a system that filters out major flaws while embracing the charming inconsistencies of handwoven textiles—details that highlight the human touch behind every piece. The result is a product line that celebrates both artistry and durability, appealing to buyers who appreciate tradition without compromising on quality. 

The customer experience doesn’t end with the product. Shobitam’s packaging sets it apart, with orders arriving in custom cloth bags designed to protect the garments and create a moment of delight during unboxing. Personalized notes, often explaining the fabric’s origin or its significance in Indian culture, accompany each package. “We wanted the act of receiving a Shobitam saree to feel as special as wearing it,” Thyagarajan explains. “It’s those little touches that show we care.” 

Addressing Pain Points with Precision 

From the beginning, Thyagarajan and her sister identified key frustrations that customers faced when buying ethnic fashion online. Limited options, weeks-long delivery times, and the absence of finishing services made shopping for sarees an exercise in compromise for many buyers. Solving these challenges became one of Shobitam’s top priorities. 

Variety was the first hurdle. Thyagarajan knew that customers needed more than just standard styles to feel excited about their purchases. “We wanted to go beyond the obvious choices,” she says. Shobitam’s selection spans a vibrant spectrum—from richly embroidered Kanchipuram silks ideal for weddings to light, breathable linens for everyday elegance. Each piece is thoughtfully curated to showcase both timeless classics and modern twists, ensuring there’s something for every taste. 

Logistics were next on the list. Shipping delays and hefty fees were common complaints for international buyers of ethnic fashion, but Shobitam turned those pain points into an opportunity to build trust. By forging strong relationships with weavers and streamlining supply chain operations, the company cut delivery times to just a few days for most orders. This efficiency, paired with free shipping, earned Shobitam glowing feedback from customers who were used to waiting weeks for their purchases to arrive. 

The finishing touches, however, were where Shobitam truly elevated the customer experience. Sarees are often sold as unstitched pieces of fabric, requiring buyers to invest additional time and effort in getting them ready to wear. To remove this friction, Shobitam includes free fall stitching and edging services with every saree. “It’s a small detail, but it makes a huge difference,” Thyagarajan says. “Our customers love that they can open the box and wear their saree right away, without any extra steps.” 

This thoughtful approach extended to their return and exchange policy. With a no-questions-asked process, Shobitam gave shoppers the confidence to try the brand risk-free, even if it was their first time buying ethnic wear online. These measures paid off almost immediately, with customers leaving rave reviews about both the products and the overall experience. 

“People weren’t just shopping with us—they were trusting us,” Thyagarajan explains. “And that trust is something we work hard to earn with every order.” 

Transforming Buyers into Brand Advocates 

As Shobitam grew, Thyagarajan realized the potential for their customers to play an active role in the brand’s success. Word-of-mouth recommendations became a driving force behind their expansion, turning satisfied buyers into enthusiastic ambassadors. “When someone shares a photo of themselves in a Shobitam saree and tells their friends about us, that’s the best endorsement we could ever ask for,” she says. 

Social media quickly became a cornerstone of their strategy. By encouraging customers to share their looks on platforms like Instagram and Facebook, Shobitam created a sense of community that extended beyond transactions. Initiatives like the “Shobitam Fashionista” series showcased real customers wearing their sarees, celebrating the personal style of each individual while amplifying the brand’s reach. 

The team also experimented with live video shopping sessions, where Thyagarajan and her sister walked viewers through new collections in real time. These events created a virtual version of the personal shopping experience, allowing customers to ask questions and see the details of each product up close. “It was like bringing the bazaar to them,” she explains. 

Behind the scenes, the team’s data-driven marketing approach helped fine-tune their efforts. Analyzing customer behavior and purchase trends enabled Shobitam to tailor its offerings, ensuring that each campaign felt timely and relevant. Thyagarajan credits this adaptability with helping the brand maintain its rapid momentum. 

Through these strategies, Shobitam has grown into more than just an e-commerce platform—it’s a community-driven brand that connects people to the rich tapestry of Indian fashion. “We’re not just selling sarees,” Thyagarajan says. “We’re building a bridge between tradition and modernity, one piece at a time.” 

Scaling Excellence: Shobitam’s Rapid Ascent 

In just a few short years, Shobitam has transformed from a family-run operation to a global ethnic fashion powerhouse, and its growth is anything but accidental. What started as a grassroots venture with Thyagarajan and her sister handling everything—from packaging orders in their living room to photographing products—has evolved into a well-oiled operation that collaborates with over 140 artisans across 17 cities in India. Shobitam’s journey from modest beginnings to a thriving global enterprise is a case study in how determination, meticulous planning, and cultural sensitivity can create a successful brand. 

“When we started, it was just the two of us doing everything,” says Thyagarajan. “That hands-on experience was invaluable. It gave us a level of clarity about the business—what worked, what didn’t, and where we could create efficiencies as we scaled.” 

That foundation has helped Shobitam achieve remarkable milestones. In 2020, the brand brought in $500,000 in revenue during its first full year of operation, serving more than 6,000 customers across 30 countries. By 2021, sales had grown by an astonishing 300% year-over-year, fueled by a robust e-commerce platform and a focus on customer loyalty. With a repeat purchase rate of 38% and an impressive customer lifetime value of $348, the numbers tell the story of a brand that not only attracts first-time buyers but keeps them coming back. 

A critical element of Shobitam’s growth has been its ability to balance heritage with modern business practices. Early on, the sisters made the strategic decision to sell through Etsy, which helped them build an initial audience while learning how to optimize digital sales. Shobitam quickly rose to the Top 1% of Etsy sellers, racking up over 1,900 five-star reviews. But even as Etsy proved to be a strong launchpad, the sisters knew they needed their own e-commerce platform to scale further. In 2020, they launched their standalone website on Shopify, allowing them to manage inventory more effectively and offer a curated experience for their customers. 

Innovation in the Face of Challenges 

While Shobitam’s trajectory seems seamless on paper, the path has been marked by obstacles that required creativity and resilience. Building a digital-first company in the ethnic wear space came with unique challenges—especially when selling a tactile product like sarees, where buyers typically want to touch and feel the fabric before making a purchase. The sisters addressed this by focusing on an unmatched online shopping experience, combining high-resolution imagery with detailed descriptions that educated customers on the origins and craftsmanship of each product. 

“Trust is everything in e-commerce, especially for something as personal as ethnic wear,” says Thyagarajan. “We spent countless hours making sure our product pages didn’t just show the sarees—they told the story behind them.” 

The decision to go digital proved to be prescient when the pandemic disrupted retail globally. Store closures and travel restrictions left millions of customers unable to visit India for their annual ethnic wear shopping, and Shobitam became a lifeline. Sales surged as families prepared for scaled-down celebrations, using fashion to preserve traditions during uncertain times. 

“The pandemic reminded people of the importance of staying connected to their roots,” Thyagarajan reflects. “Even though weddings and festivals were smaller, the sentiment behind them didn’t change—and that’s where we were able to help.” 

Adapting to meet growing demand required rethinking logistics on the fly. When lockdowns in India halted artisan production, Shobitam’s early investments in pre-positioning inventory allowed them to continue fulfilling orders without interruption. Thyagarajan recalls how critical this foresight was during the spring of 2021, when India’s second wave of COVID-19 created widespread delays. “We had to anticipate these challenges and find ways to support our artisans while also meeting customer expectations,” she says. 

The sisters also scaled their supply chain strategically, adding more artisans to their network while maintaining rigorous quality control. By developing exclusive designs with trusted weavers, Shobitam was able to expand its catalog without diluting its brand promise of authenticity and craftsmanship. 

Fostering Relationships That Matter 

Shobitam’s rapid growth is underpinned by the strong relationships it has cultivated with both its artisan partners and its global customer base. The brand’s “weavers first” philosophy has been a cornerstone of its operations, ensuring that artisans are fairly compensated and have a steady stream of orders even during periods of uncertainty. 

“We work directly with weavers, not just to source products but to understand their challenges and support them,” says Thyagarajan. During the pandemic, this meant continuing to purchase inventory even when the brand wasn’t sure if it could sell all of it. “It wasn’t just about business—it was about doing what was right,” she adds. 

This commitment to artisans has paid off in unexpected ways. Many weavers now create exclusive collections for Shobitam, giving the brand a unique edge in the market. These partnerships have also deepened the connection between the sisters and the communities they work with, reinforcing the brand’s ethos of celebrating culture through collaboration. 

On the customer side, Shobitam has prioritized creating a sense of belonging. Social media has played a pivotal role in this effort, with platforms like Facebook and Instagram serving as hubs for customer interaction. “Shobitam Fashionista,” a program that invites buyers to share their styled looks online, has become one of the brand’s most effective tools for building community. The initiative not only showcases how customers wear their sarees but also amplifies word-of-mouth endorsements, a key driver of growth for the brand. 

“We wanted our customers to feel like they’re part of something bigger,” Thyagarajan explains. “When someone posts a picture in one of our sarees, they’re not just sharing a purchase—they’re sharing a piece of their story.” 

This focus on storytelling extends to Shobitam’s unboxing experience. Orders arrive in elegant cloth bags, accompanied by personalized notes that detail the history and craftsmanship of the product inside. These small but meaningful touches have resonated deeply with customers, many of whom describe the experience as “thoughtful” and “joyful” in their reviews. 

By fostering trust, community, and a deep respect for craftsmanship, Shobitam has built more than a business—it has created a cultural bridge that connects people to their heritage in a way that feels fresh and relevant. As Thyagarajan puts it, “We’re not just selling sarees. We’re sharing stories, creating memories, and building something that people can connect with on a personal level.” 

Lessons in Adaptability: Building a Global Brand One Step at a Time 

For Thyagarajan, growing Shobitam has been an exercise in balancing ambition with patience, learning to pivot when challenges arise, and staying true to the values that sparked the brand’s creation. What began as a small, family-run operation with the sisters taking on every role—from designing and modeling to packing and shipping—has now grown into a thriving business serving customers in more than 30 countries. Yet, the journey has been anything but linear, and every lesson learned has been crucial to Shobitam’s evolution. 

“Starting from scratch meant we had to wear every hat,” Thyagarajan explains. “From building our website to photographing the products and even ironing sarees for packaging, we learned the business from the ground up. Those early days were challenging, but they gave us the perspective we needed to scale effectively.” 

One of the brand’s most significant early learnings came from betting on an online-first strategy. Selling sarees, a product deeply tied to texture and feel, through e-commerce wasn’t an obvious choice, especially for a customer base accustomed to in-person shopping. But Thyagarajan and her sister saw the untapped potential of blending ethnic fashion with the convenience of digital retail. 

“E-commerce was still relatively underutilized in this space when we started,” Thyagarajan notes. “We saw an opportunity to create a platform where customers could shop traditional, handcrafted garments with the ease and transparency of modern online shopping.” 

The global pandemic validated that decision in ways the sisters couldn’t have fully anticipated. As lockdowns forced millions to rethink how they shopped, Shobitam provided a way for people to stay connected to their roots during life’s celebrations, even in isolation. Festivals and weddings became smaller, more intimate affairs, but the emotional pull of cultural traditions remained. For many, Shobitam offered an accessible, meaningful way to uphold those traditions without leaving home. 

“We saw a shift during the pandemic,” Thyagarajan explains. “Our customers weren’t just buying sarees—they were buying a piece of home. That connection became even more important when travel was no longer an option.” 

This surge in demand presented an unexpected challenge: scaling up operations quickly without losing the human touch that had defined the brand. One solution was pre-positioning inventory—stocking popular products in advance to ensure availability even when India’s lockdowns disrupted production. This foresight allowed Shobitam to meet customer needs without delays, reinforcing the trust the sisters had worked so hard to establish. 

Expanding Horizons: Tapping into a Global Market 

Shobitam’s growth also stemmed from its ability to see beyond its initial U.S. customer base. Early sales data revealed that orders were coming in from places like Canada, the U.K., Singapore, and Australia, signaling the need for a more global approach. This realization prompted the sisters to expand their supplier network and diversify their inventory to cater to regional preferences and broaden their appeal. 

Thyagarajan points to the unique purchasing power of the Indian diaspora as a driving force. “Indian-Americans, for example, represent the highest-earning ethnic group in the U.S. They’re willing to spend on high-quality ethnic wear, but until recently, their options were limited,” she says. “This wasn’t just about filling a gap in the market—it was about creating a solution for people who felt disconnected from the fashion and traditions they grew up with.” 

This broader perspective led to key strategic decisions, such as onboarding additional artisans to meet the growing demand and expanding Shobitam’s product offerings to include a wider range of fabrics, styles, and price points. By 2021, Shobitam was a full-fledged global operation with the ability to ship sarees, blouses, and jewelry to customers across continents in a matter of days. 

Despite the rapid scaling, quality control remained a top priority. Thyagarajan and her sister kept a tight rein on product curation, working closely with weavers to ensure every piece met the high standards customers had come to expect. This meant maintaining deep relationships with their artisan network—a focus that proved especially critical during times of uncertainty. 

Strengthening Bonds with India’s Artisans 

Behind Shobitam’s success is an unshakable loyalty to the artisans who bring its collections to life. When the pandemic disrupted India’s weaving communities, the sisters made a conscious decision to continue placing orders, even when it wasn’t clear whether the inventory could be sold immediately. For Thyagarajan, it was a matter of principle. “We couldn’t turn our backs on the people who make this work possible,” she says. 

This unwavering support solidified Shobitam’s reputation among its artisan partners, many of whom now collaborate exclusively with the brand to create bespoke collections. These relationships not only ensure consistent quality but also give Shobitam a competitive edge, offering products that are truly one-of-a-kind. 

“We work hand-in-hand with our weavers to create designs that reflect both their artistry and our customers’ needs,” Thyagarajan explains. “It’s not just about buying from them—it’s about creating a partnership that benefits everyone involved.” 

By prioritizing fair wages and consistent orders, Shobitam has helped preserve traditional weaving techniques that are increasingly under threat. For many artisans, the brand represents more than just a client—it’s a lifeline that provides financial security and ensures their craft reaches audiences around the world. 

Creating a Loyal Global Community 

The values that guide Shobitam’s relationships with artisans also extend to its customers. Thyagarajan emphasizes that building trust has been the cornerstone of the brand’s success. From including free fall stitching and edging with every saree to offering no-questions-asked returns, Shobitam’s customer-first approach has helped it cultivate a loyal following. 

“Every interaction matters,” Thyagarajan says. “Whether it’s answering a question over email or adding a personalized note to an order, we want our customers to know we value them.” 

Social media has been another critical tool for fostering this sense of connection. Shobitam’s Instagram and Facebook platforms are more than marketing channels—they’re spaces for customers to share their own stories, celebrate their heritage, and become part of a larger community. Initiatives like the “Shobitam Fashionista” program, which features real customers showcasing their purchases, have created a ripple effect of organic endorsements. 

“Seeing our customers celebrate in our sarees is one of the most rewarding parts of this journey,” Thyagarajan says. “It’s not just about the sale—it’s about being part of their special moments.” 

With each lesson learned, Shobitam continues to refine its approach, blending innovation with tradition to create a brand that resonates across generations and geographies. For Thyagarajan, the experience of growing Shobitam has been about more than business. “At its heart, this is a story of connection,” she says. “Connection to culture, to craftsmanship, and to each other.” 

Wisdom for Aspiring Entrepreneurs: Starting Smart and Staying True 

Launching a business is rarely a straight path, and Thyagarajan has come to understand that success often requires the ability to adapt, the courage to start before everything is perfectly planned, and a willingness to learn along the way. Reflecting on Shobitam’s journey, she emphasizes that entrepreneurs shouldn’t let the fear of imperfection hold them back. 

“You don’t need to have every answer on day one,” she says. “We didn’t know everything about the fashion industry when we started, but we were willing to figure it out step by step. You learn by doing. Every mistake and every win adds to the foundation you’re building.” 

One of the biggest takeaways from Shobitam’s early years is that help is always within reach—if you’re willing to ask for it. Whether from mentors, industry peers, or even team members, support and guidance can provide critical clarity at pivotal moments. Thyagarajan recalls how trusted advisors helped the sisters shape Shobitam’s strategy, offering fresh perspectives and pointing out areas for growth they hadn’t considered. “There’s no shame in seeking help,” she notes. “Some of our best ideas came from conversations with people outside our immediate circle.” 

Building a Team That Thinks Like Owners 

Thyagarajan credits much of Shobitam’s success to the strength of its team, which has grown alongside the brand. From the early days of fulfilling orders themselves to managing a global supply chain and marketing team, the sisters have always prioritized collaboration and trust as the foundation of their operations. 

“We’ve always believed that great ideas can come from anywhere,” she explains. “It could be the logistics manager who notices a way to make shipping more efficient, or a weaver who suggests a tweak to a design. Everyone on the team has a role to play, and when we listen to each other, the business becomes stronger.” 

This shared sense of ownership has fostered a culture of agility, where team members feel empowered to step into different roles when needed. It’s not uncommon for someone to pitch in across departments during peak seasons, or for Thyagarajan herself to dive into day-to-day operations when demand surges. “The team operates like a family,” she says. “We all take pride in what we’re building together.” 

But fostering a productive environment isn’t just about working hard. At Shobitam, the sisters have cultivated a workplace culture that balances effort with enjoyment. Whether it’s celebrating milestones as a team or carving out moments for fun during stressful periods, the sisters recognize that a happy team is a motivated one. “If you’re not enjoying the process, it shows,” Thyagarajan says. “We try to make sure the work is meaningful, but also that the experience of working here is fulfilling.” 

Staying Anchored to a Mission 

At the core of Shobitam’s success is an unwavering sense of purpose. Every decision—whether about scaling operations, launching new products, or managing relationships—comes back to the brand’s central philosophy of putting both customers and artisans first. For Thyagarajan, staying anchored to this mission has been a compass through the challenges of entrepreneurship. 

“Having a clear purpose makes even the toughest decisions easier,” she says. “We always ask ourselves: Are we doing what’s right for our artisans? Are we delivering the best possible experience for our customers? If the answer is yes, then we know we’re on the right track.” 

This focus on purpose has shaped Shobitam’s approach to growth. The sisters have resisted the temptation to chase trends that don’t align with the brand’s identity, instead doubling down on what makes Shobitam unique—authentic craftsmanship, a seamless shopping experience, and a commitment to empowering communities. 

For Thyagarajan, entrepreneurship is as much about values as it is about innovation. “Building a business isn’t just about making money,” she says. “It’s about creating something that reflects who you are and what you stand for.” 

As Shobitam continues to expand its reach, the sisters remain grounded in their vision of creating meaningful connections—between customers and their heritage, between artisans and global markets, and within the team itself. Thyagarajan believes these connections are the true measure of Shobitam’s success. 

“For us, it’s never just been about selling sarees,” she says. “It’s about preserving stories, creating opportunities, and helping people feel closer to their roots. That’s what drives us every day.” 

For aspiring entrepreneurs, Shobitam’s journey serves as a powerful reminder: the most enduring successes are those built on passion, resilience, and a clear sense of purpose. “Start small, stay flexible, and never lose sight of why you started,” Thyagarajan advises. “The rest will fall into place.” 

Success Factors: Why Did Shobitam Succeed? 

• Purpose-Driven Mission: Shobitam’s foundation is built on a clear mission: to connect customers with their heritage while empowering artisans and preserving India’s rich textile traditions. Every decision the sisters make—whether it’s about product development, customer service, or scaling operations—ties back to this purpose. As Thyagarajan explains, staying anchored to their values helps guide tough decisions and ensures the brand maintains its authenticity. 

• Customer-Centric Approach: The sisters prioritized solving customer pain points, such as limited variety, poor customization options, long delivery times, and the lack of finishing services for sarees. By addressing these issues with free falls and edging, fast delivery, and transparent pricing, Shobitam created a seamless and rewarding customer experience. Trust-building initiatives like personalized notes, eco-friendly cloth packaging, and a no-questions-asked return policy have fostered customer loyalty, resulting in a 38% repeat rate and a $348 customer lifetime value. 

• Embracing E-Commerce Early: Thyagarajan and her sister recognized the untapped potential of an online-first model for ethnic fashion. Selling traditionally tactile products like sarees digitally was risky, but they leaned into the opportunity to combine heritage fashion with the convenience of modern e-commerce. By launching their own e-commerce platform in 2020 after a successful run on Etsy, they scaled their operations and maintained control over the customer experience. Their digital-first strategy also positioned them for success during the pandemic when online shopping became essential, allowing them to meet the needs of a global audience. 

• Data-Driven Scalability: Shobitam uses analytics to fine-tune marketing campaigns, track customer behavior, and improve its offerings. This data-driven approach has enabled the brand to optimize its return on ad spend (5.6X), scale operations, and identify emerging markets like Canada, the U.K., and Australia. 

• Strong Artisan Partnerships: The brand has fostered meaningful relationships with over 140 artisans across 17 cities in India, offering consistent orders and fair wages even during uncertain times like the pandemic. This “weavers first” philosophy has not only supported livelihoods but also led to the creation of exclusive designs that differentiate Shobitam in the marketplace. 

• Cultural and Product Expertise: Growing up surrounded by textiles and design, the sisters brought a deep understanding of Indian fashion and craftsmanship to Shobitam. Their ability to curate diverse collections—from vegan silks to weather-friendly linens—reflects this expertise and resonates with a global audience. They also balance heritage with modernity, blending traditional styles with practical, contemporary touches to cater to today’s lifestyles. 

• Operational Efficiency: Thyagarajan’s engineering and corporate background brought a methodical, problem-solving approach to building the business. Early on, the sisters pre-positioned inventory to mitigate supply chain disruptions and maintained rigorous quality control processes, which ensured consistency as they scaled. Their ability to streamline logistics—reducing shipping times to 2-3 business days globally—delivered a competitive edge in the market. 

• Marketing and Community Building: Shobitam leverages storytelling and organic endorsements to build a strong community of loyal customers. Social media campaigns like “Shobitam Fashionista” and live shopping events have encouraged customers to showcase their purchases and celebrate their connection to the brand. Email marketing, referral programs, and collaborations with micro-influencers have further boosted engagement and driven growth. 

• Team Collaboration and Culture: Shobitam’s team operates with a shared sense of ownership and flexibility. Thyagarajan emphasizes that great ideas can come from anywhere—whether it’s a logistics manager, a customer, or an artisan. This collaborative culture has fostered innovation and agility. Balancing hard work with an environment where employees feel valued and connected has strengthened the team’s motivation and productivity. 

• Resilience and Adaptability: The ability to adapt quickly to challenges, such as scaling operations during the pandemic, was critical to Shobitam’s success. The sisters’ willingness to learn from mistakes, seek advice from mentors, and refine their approach as they grew has been a hallmark of their entrepreneurial journey. Expanding their supply chain and inventory to meet international demand while maintaining quality has further demonstrated their capacity to adapt to changing circumstances. 

• Leveraging the Diaspora Market: Shobitam successfully tapped into the global Indian diaspora, recognizing the purchasing power and emotional connection that Indian-Americans and other expatriates have with ethnic wear. They understood that customers weren’t just buying clothing—they were buying a link to their heritage, especially during cultural celebrations or family milestones. 

Key Lessons to Learn 

1. Start Before You’re Ready: Shobitam’s founders didn’t wait to have everything perfectly planned before launching. Instead, they began small, listing a few products on Etsy and learning through trial and error. This approach allowed them to validate their idea, refine their processes, and build a foundation for scalable growth. As Thyagarajan notes, “You don’t need to have every answer on day one. You learn by doing.” The lesson: Don’t let the fear of imperfection stop you from taking the first step. 

2. Solve Real Customer Pain Points: Shobitam succeeded by addressing specific frustrations that customers faced when shopping for ethnic wear: limited variety, high costs, long delivery times, and the lack of finishing services like fall stitching for sarees. By focusing on creating a seamless, customer-centric experience, the sisters built trust and loyalty, evidenced by their high repeat purchase rate (38%) and glowing reviews. The takeaway: Listen to your customers and solve their problems better than anyone else. 

3. Adapt to Market Opportunities: Shobitam’s online-first strategy proved to be a game-changer, particularly during the pandemic when physical retail and travel were disrupted. By doubling down on their e-commerce platform, they positioned themselves to meet the surge in demand for ethnic fashion during lockdowns. Additionally, the sisters adapted to growing international demand by expanding their inventory, supplier network, and shipping capabilities. Lesson: Be flexible and ready to pivot when market conditions change. 

4. Blend Tradition with Innovation: The sisters combined India’s rich textile heritage with modern e-commerce tools and contemporary fashion touches. Their catalog balances classic styles, like Kanchipuram silks, with innovative offerings such as vegan silks made from banana fibers. This approach helped them attract both traditionalists and modern buyers. The lesson: Businesses that balance respect for tradition with forward-thinking innovation can appeal to broader and more diverse audiences. 

5. Build Strong Relationships with Suppliers: Shobitam’s “weavers first” philosophy is at the heart of its business. The sisters work directly with 140+ artisans across India, ensuring fair wages and providing consistent orders—even during uncertain times like the pandemic. These efforts have fostered trust and collaboration, leading to exclusive collections and high-quality products. The takeaway: Treat your suppliers and partners as collaborators, not just vendors. Their success is tied to your own. 

6. The Power of Purpose: Shobitam’s success is rooted in its mission to preserve cultural heritage, empower artisans, and connect global customers to their roots. This sense of purpose has guided every decision, from product design to customer service. Thyagarajan emphasizes the importance of staying anchored to your mission, even as the business scales. The lesson: A clear and meaningful purpose can differentiate your brand and provide long-term direction. 

7. Focus on Operational Excellence: Scaling quickly while maintaining quality is no small feat, but Shobitam achieved this through meticulous planning. Pre-positioning inventory, streamlining logistics, and maintaining strict quality control enabled the brand to meet growing global demand without compromising its standards. The sisters’ hands-on experience in the early days—managing packaging, shipping, and even modeling—helped them deeply understand their business, laying the groundwork for efficient, scalable processes. Lesson: Operational discipline is critical for sustainable growth. 

8. Create a Memorable Customer Experience: Shobitam didn’t just sell products—it created an experience. Thoughtful touches like eco-friendly cloth packaging, personalized notes explaining the story behind each garment, and free fall stitching elevated the brand in the eyes of customers. The no-questions-asked return policy further reinforced trust. The takeaway: Exceptional customer experience can be a key differentiator, especially in competitive markets. 

9. Leverage Community and Word of Mouth: Shobitam turned its customers into brand ambassadors through initiatives like the “Shobitam Fashionista” program, where buyers shared photos of themselves wearing the brand’s products. This organic word-of-mouth marketing, amplified by social media, became a powerful driver of growth. Lesson: Build community around your brand. Engaged customers are your best marketers. 

10. Understand Your Market Deeply: The sisters recognized the emotional and cultural significance of ethnic wear, especially for the Indian diaspora. By understanding their customers’ connection to tradition and their desire for convenience, Shobitam was able to craft an offering that resonated deeply. Additionally, the sisters tapped into data about the purchasing power of Indian-Americans and the worldwide diaspora to focus their efforts where they could make the most impact. Lesson: Market insights—cultural, emotional, and financial—are critical to shaping a winning strategy. 

11. Resilience is Key: Building Shobitam was not without challenges. From the risks of launching an e-commerce business for tactile products to managing supply chain disruptions during India’s pandemic lockdowns, the sisters faced hurdles at every stage. Their ability to adapt, plan ahead, and remain focused on their mission helped them overcome these obstacles. The takeaway: Success in business requires resilience, problem-solving, and the ability to pivot under pressure. 

12. A Strong Team Makes All the Difference: Shobitam’s success is as much about its team as its founders. Thyagarajan highlights the importance of collaboration, openness to ideas from all levels of the organization, and fostering a culture of shared ownership. This has created a motivated and adaptable team that drives the brand forward. Lesson: Surround yourself with people who share your vision, and create a culture where every team member feels valued. 

13. Small Details Can Have a Big Impact: The sisters paid attention to seemingly small details—like including free finishing services with every saree or improving delivery times to just 2-3 days. These efforts reduced friction for customers and created a seamless shopping experience that left a lasting impression. Lesson: The little things matter. They’re often what customers remember most. 

Opportunity Matrix 

Founder Background 

Aparna Thyagarajan: Engineering background and corporate experience at Microsoft, combined with a lifelong passion for Indian textiles and fashion. Sister Ambika shares the same creative upbringing and complementary skill set. 

Problem Identification 

Lack of access to high-quality, reasonably priced ethnic wear for the global Indian diaspora. Traditional saree shopping required travel to India or dealing with limited, overpriced options abroad. 

Market Opportunity 

A $23 billion Indian ethnic wear market, with strong demand from the 18-million-strong Indian diaspora worldwide, including high-income groups like Indian-Americans (median household income double the U.S. average). 

Competitive Landscape 

Competitors included local boutique retailers and large ethnic wear brands focused on physical stores or luxury. Limited competition in online ethnic wear for affordable, high-quality handwoven sarees globally. 

Market Research 

Research showed unmet needs for variety, accessibility, and customization in ethnic wear. Customer pain points included long delivery times, lack of personalized finishing services, and a limited selection. 

Business Model 

Direct-to-consumer e-commerce platform leveraging partnerships with artisans in India. Focused on quality, authenticity, and a seamless shopping experience. Revenue generated through product sales and repeat purchases. 

Initial Capital Self-funded by the sisters. They kept costs low by handling operations in-house initially (packaging, modeling, website design) and reinvesting revenue to scale operations. 

Product/Service Development 

Focused on handcrafted sarees, blouses, jewelry, and accessories. Included innovative materials like vegan silks and offered free fall stitching and edging for sarees. Packaging featured eco-friendly cloth bags and personalized notes. 

Marketing Strategy 

Early reliance on Etsy for exposure, then transitioned to their own e-commerce platform (Shopify). Used email marketing, retargeting campaigns, and social media engagement (e.g., “Shobitam Fashionista”) to build community. 

Milestones 

• Launched on Etsy in 2019, achieving Top 1% seller status with 1,900+ five-star reviews. 

• Generated $500,000 in revenue in 2020, growing 300% YOY by 2021. 

• Expanded to 140+ artisans across 17 cities in India. 

• Established their own website in 2020. 

Scalability 

Scaled operations globally, shipping to 30+ countries with efficient logistics (2-3 day delivery). Expanded product offerings and increased artisan collaborations while maintaining quality control and exclusive designs. 

Potential Risks and Challenges 

• Maintaining quality as operations scale. 

• Supply chain disruptions, particularly during events like India’s lockdowns. 

• Increased competition from larger brands entering the online ethnic wear space. 

• Customer retention in a competitive global market. 

Key Performance Indicators/Metrics 

• 300% YOY revenue growth (2020-2021). 

• 38% customer repeat rate. 

• $348 customer lifetime value. 

• 5.6X return on ad spend (ROAS). 

• Over 1,900 five-star reviews and growing social media following (35,000+ followers on Facebook).