Bringing premium ethnic wear to every Indian woman at affordable prices, the Lathiya
brothers—Hiren, Viren, and Darshan—launched Sudathi in September 2023. From their
base in Surat, they disrupted the saree market by combining high-quality design with
e-commerce efficiency, all without external funding. In less than two years, Sudathi has
clocked an impressive ₹35 crore in revenue. Here’s how they did it.
How a Humble Idea in Surat Became Sudathi
Born and raised in Saurashtra, Hiren Lathiya had a background in helping merchants go
digital while working at IndiaMart. He pulled his brothers into his vision: create a brand that
offers stylish, affordable sarees and ethnic wear to women in tier II and III cities.
With Darshan handling tech and Viren overseeing marketing, their goal was clear: bring
tradition and comfort together, and make sarees accessible to all. And thus, Sudathi was
born.
How a Name Captures the Brand’s Essence
The name “Sudathi,” derived from Sanskrit, means “a virtuous and beautiful woman.” The
name reflects the brand’s commitment to grace and strength—qualities they channel into
every saree they design and deliver.
How Shark Tank India Changed the Game
Their pitch on Shark Tank India changed everything. They sought ₹1 crore for just 4%
equity, valuing Sudathi at ₹25 crore. The sharks believed in their mission. The result? A
successful deal with three investors, which provided both funding and visibility that
accelerated their growth.
How Affordability Meets Quality
Sudathi’s core strength lies in delivering premium sarees starting at just ₹599, including
styles like Banarasi and Paithani. This unbeatable pricing comes from a direct-to-consumer
model and smart in-house manufacturing, skipping typical middlemen and keeping costs low.
In just a few months, a Banarasi saree priced at ₹499 generated ₹1 crore in revenue. Their
Paithani saree priced at ₹749 often sold out within a week. This balance of quality and
affordability sparked customer trust and online virality.
How Fast Fashion Meets Indian Tradition
Sudathi pioneered the concept of “Saree Saturday,” where fresh designs drop weekly,
keeping the collection lively and trendy. Leveraging Surat’s textile infrastructure, they’ve
mastered a Just-in-Time manufacturing model—no overstock, no excess waste.
They also became the first saree brand in quick commerce, enabling 10-minute saree
delivery via Blinkit and Swiggy Instamart. This innovation turned Sudathi from an ethnic
brand into a fashion phenomenon.
How The Numbers Stack Up
Their growth story is staggering.
● First Year: ₹2.87 crore in revenue (Sep ’23 – Mar ’24)
● First Half FY24-25: ₹8 crore in sales
● September 2024 Solo: ₹2.66 crore
● Current Annual Projection: ₹30–35 crore
They’ve sold 8 lakh sarees in 19 months and built a mobile app with 8.5 lakh downloads.
Approximately 15–20% of customers return, a remarkable feat in fashion retail.
How Scaling Still Feels Personal
Sudathi processes thousands of orders daily, all while maintaining quality and price integrity.
They continue to broaden their range into kurtis, western wear, and shapewear—all while
staying true to their affordability promise.
Their manufacturing excellence, rooted in Surat’s textile strength, keeps operations agile and
effective.
How Sudathi Aims for Even Bigger Heights
With Shark Tank funding in place, Sudathi is targeting ₹500 crore in revenue within three
years. Their roadmap includes:
● Expanding product categories
● Going omnichannel with physical stores in Mumbai, Delhi, and Bangalore
● Elevating their offline presence while maintaining digital dominance
They aim to redefine ethnic fashion as accessible, stylish, and tech-forward.
Featured by TheMarketingMirror.com
At TheMarketingMirror.com, we shine a light on bold ventures that bridge tradition and
innovation. Sudathi’s rise—from a startup in Surat to a ₹35 crore brand in under two
years—shows how consistency, quality, and smart execution can disrupt established
categories.
