Shobitam, a leading D2C ethnic fashion brand, has announced the acquisition of IsadoraLife, a pioneering ready-to-wear saree brand. This strategic partnership aims to make India’s iconic saree more accessible and appealing to a global audience, particularly targeting the younger Gen Z demographic.
A Global Vision for the Saree
The collaboration between Shobitam and IsadoraLife seeks to address the common challenges associated with traditional saree draping. By offering easy-to-wear saree designs, they aim to broaden the appeal of this classic garment, positioning it as a versatile and essential item in wardrobes worldwide.
Neha Tandon Sharma, Founder and CEO of IsadoraLife, expressed her enthusiasm for the partnership: “I am excited about this new partnership with Shobitam and looking forward to seeing the growth and acceptance of sarees like never before, both in the Indian market as well as the global diaspora. Our partnership with Shobitam has come at the most opportune time when Indian fashion is going through an interesting transition phase, with sarees being seen as both traditional and contemporary wear. It is the epitome of clothing for Indian women, as seen at the Paris Olympics too by the Indian women contingent.”
Strategic Objectives
The acquisition is driven by three key goals:
- Global Market Penetration: Leveraging Shobitam’s existing international distribution network to increase demand for ready-to-wear sarees across fast-growing global markets.
- Enhanced Customer Experience: Improving customer satisfaction by integrating IsadoraLife’s team of 45 female artisans from Raipur, India, into the Shobitam family. This ensures that the traditional craftsmanship is preserved while innovating the saree category.
- Innovation for Gen Z: Developing easy-to-drape saree designs specifically tailored to meet the needs and preferences of Gen Z, making the saree more user-friendly and fashionable.
A Shared Vision for the Future
Shobitam, founded by sisters Aparna and Ambika Thyagarajan, is known for its commitment to creating elegant, affordable, and globally accessible ethnic fashion. With over 9,000 five-star customer reviews and numerous accolades, Shobitam has established itself as a key player in promoting Indian craftsmanship and empowering artisans.
Aparna Thyagarajan, Co-founder and Chief Product Officer at Shobitam, highlighted the importance of the acquisition: “It’s gratifying to see saree pickup momentum, but we often hear about the challenge of draping. And, while it may seem trivial, this simple concern was making women back out of possessing this beautiful piece of attire. Our acquisition of IsadoraLife is aimed at bridging this gap and seeing more and more women globally embrace the elegant saree, showcase our timeless culture effortlessly, and take pride in being part of the Saree Revolution. Together, Shobitam and IsadoraLife are poised to further strengthen ethnic fashion globally and pave the way for an upward growth trajectory in the fashion startup ecosystem in India.”
This partnership marks a significant step in the evolution of ethnic fashion, as Shobitam and IsadoraLife work together to make sarees a global fashion staple, appealing to a new generation of consumers.
