In a world obsessed with tech startups, a Bengaluru couple proved that tradition can be just as profitable as innovation. Meet Pooja Nadig and Shashank Sivapurapu, the duo behind Nerige Story — a fast-growing ethnic fashion brand that turned their nostalgia for vintage sarees into a thriving business earning ₹1 crore a month.
The Beginning: From Boardrooms to Handlooms
Both Pooja and Shashank had stable corporate careers. But the monotony of the 9-to-5 grind couldn’t suppress their shared love for India’s traditional weaves. Without any prior experience in textiles, they quit their jobs and launched Nerige Story with a simple mission — to make Indian vintage sarees accessible, fashionable, and full of emotional value.
They wanted to bring back the timeless elegance of sarees that once belonged to mothers and grandmothers — pieces of culture often forgotten in the modern rush.
Inside the Business Model of Nerige Story
Nerige Story operates on a direct-to-consumer (D2C) model, which has been a game-changer in the ethnic wear market. Here’s how their business model works:
- Curated Handpicked Sarees:
The team personally sources authentic vintage and traditional sarees from skilled weavers and artisans across India, ensuring every piece reflects cultural heritage and craftsmanship. - Limited Edition Drops:
Instead of mass production, Nerige Story focuses on limited, carefully curated collections — creating a sense of exclusivity and emotional connection with buyers. - Online-First Brand:
Their website and strong social media presence are the backbone of their business, enabling them to reach customers directly in both Indian and global markets without relying on middlemen. - Sustainable & Ethical Approach:
The brand champions slow fashion — reviving old weaves, reusing vintage fabrics, and supporting local artisans to promote fair trade and reduce textile waste. - Storytelling as Marketing:
Every saree has a story. Through authentic captions, engaging visuals, and emotional narratives, Nerige Story turns each product into an experience that resonates with nostalgia and pride.
Growth, Revenue & Profit Insights
Since its inception, Nerige Story has seen consistent month-on-month growth. With over 60,000 customers across India and abroad, the brand has achieved a run rate of ₹1 crore per month in revenue.
Industry estimates suggest that D2C ethnic brands typically maintain margins between 35–45%, putting Nerige Story’s monthly profit near ₹30–40 lakhs, depending on operational costs. Their strong organic following, minimal ad spend, and repeat customer rate have helped boost profitability early on — something rare for a young fashion startup.
The Emotional Edge: Culture Meets Commerce
More than a business, Nerige Story is a movement to preserve India’s weaving heritage. Each saree is a work of art, blending craftsmanship, culture, and emotion. The brand’s storytelling-driven marketing appeals to both nostalgia-driven older buyers and young professionals seeking connection to their roots.
Their social media pages are a masterclass in emotional branding — highlighting real customers, weaving tales of heritage, and creating conversations around sustainable fashion.
Future Plans and Expansion
With strong traction in India, Nerige Story is now eyeing international expansion. The couple plans to bring Indian handloom sarees to global platforms and collaborate with boutiques across the U.S., U.K., and Southeast Asia. They also aim to launch new categories, including handcrafted blouses, dupattas, and ethnic home décor items.
The ultimate vision? To make Nerige Story synonymous with heritage luxury — a bridge between old-world charm and modern style.
Key Takeaway: Passion Pays Off
From corporate desks to crafting heritage-driven success, Pooja and Shashank have proved that passion and perseverance can rewrite anyone’s story. What started as a modest online store now stands as one of Bengaluru’s most inspiring D2C fashion success stories — a brand that earns crores while keeping India’s culture alive.
About Marketing Mirrors
Marketing Mirrors is a storytelling platform that highlights the journeys of brands, entrepreneurs, and creators reshaping the business world. Through inspiring narratives, it celebrates innovation, authenticity, and the power of marketing in driving real success.
