In conversation with Dainik Bhaskar, Mr. Sandeep Kapoor and Mrs. Sheetal Kapoor, Managing Director, SHR Lifestyle Pvt Ltd, discuss their brand, Shree-The Indian Avatar and their journey to success
How did the brand Shree shape up? Please share with us your journey of the brand.
We recognized that there is no daily use ethnic fashion brand in the textile and garment sector. There is no brand that caters to the needs of the modern Indian women who value quality, comfort, convenience and affordability. For this we did a thorough research and study about the Indian market. This includes taking into account the colours, styles and cuts, and understanding the clothing requirements as well as estimating what best suits the target customer base in all respects.
Thus, we decided to create a brand for “Women of Today”. In fact, we didn’t even know where to start. Hence, we started an e-commerce platform that sold ethnic wear on e-bay in 2009 and gradually emerged as India’s top ethnic wear brand. Shree entered the market in 2010 and is rapidly demonstrating its growth across all major online markets. We started our first brick and mortar store in Todapur New Delhi and this was a significant milestone for us in 2015. There was no looking back since then.
Our brand name “Shri” has its origin in the Sanskrit word Devi which means divine. We decided to name our brand “Shri – The Indian Avatar” because we believe that every woman is a “goddess” and is immersed in divinity. The word ‘Devi’ is deeply ingrained in the rich Indian culture and is the quintessential form of every Indian woman and it is the specialty of every woman.
We can understand that the specialty of ethnic wear is to be close to every Indian woman. And this is where we enter. Our brand comes under the category of affordable, comfortable and daily use Indian ethnic wear suitable for all types of women.
What are your expansion plans going forward?
We are proud to say that we have come a long way and succeeded in establishing our brand and our brand provides affordable yet comfortable and high quality products.
Shree entered the market vigorously in 2010 and continued to grow rapidly but steadily in the online space. As mentioned above, we started our first store in 2015 and now we have 95 retail stores across the country. The newest store has opened in Naraina. We are looking to open five more stores and soon we will have 100 retail stores. Unfortunately, due to the pandemic and the consequent lock down, we are a bit behind in opening our retail stores.
Presently the company has a team of 350+ dedicated professionals who work at its headquarters. It is in Delhi while the branch office is in Mumbai. Production units and retail stores are spread across the country.
There is no doubt that the pandemic has weighed heavily on us and it has been the same for many other sectors and brands. However, we are maintaining our position and this has been made possible by the kindness of the market and we are currently working on our expansion plan.
Can you elaborate on the brand Shree and also what does it mean?
Shree-The Indian Avatar is a “Made in India” brand inspired, derived and designed exclusively in India. It is specially designed for the modern Indian woman in India. It respects style, privacy, quality and comfort. As a brand, we are an advocate of “Women Empowerment”. We understand that the modern Indian woman always struggles to strike a balance between her social and professional life. We enable her to move freely between her personal and professional life while also taking care of her fashion business. The aim is to fill wardrobes with outfits that meet your every morning wear need.
Shree’s design philosophy is simple—comfort and inclusivity are prioritized. Our outfits respect all body types, ages etc. Our designers work with colors and fabrics to create apparel that complements the modern Indian woman. It takes care of the weather here.
The company was established in the year 2009 as an e-commerce brand. Over the years it has become well known and has got a good recognition. Now it has established itself as a leading ethnic brand in the country. Shree now offers a range of kurti, kurta, top, tunic, ethnic dress along with a variety of bottom wear. These include palazzo, pants, leggings, jeggings etc.
How do you design clothes and how do you plan each session?
We design our apparels as a two-season exclusive collection. These are—Spring/Summer and Autumn/Winter. We plan our seasons collection based on market research. It also has the effect of researching competing brands as well as existing trends. With this research prediction, we create the theme and story, and then create a large seasonal collection with around 6+ ensembles of each type.
Based on the decided theme/story, we prepare the appropriate prints and then move on to creating the silhouettes. Our customers and their needs/needs form the backbone of our creativity and styling/outfit making. Apart from this, we also analyze our past collections and try to understand whether will work or not along with best sellers. During this one more thing is taken care of and that is the cost of production.
Can you tell us a little bit about your upcoming collection and your plans for it?
Our upcoming collection is “Autumn Winter 2021” or “Festive 2021” collection. Now that the festive season is approaching, in this collection we are focusing on special occasion wear. The collection has it all: dark and bright colors, gold prints, foil prints, embroidery and more.
We’ve created 10 top themes for AW21. These are for different occasions. These themes will be offered in the form of mini collections that will be unique to each occasion. For example: Collections like “Phillauri”, “Bhoomi Utsav” will be promoted during Rakhi and Janmashtami. The next collection will be for Navratri, Garba and Durga Puja and we will present our collection named “Abir” and “Jashn-e-Bandhej”. It will be followed by “Gulnaz” and “Reet” for Karva Chauth, Diwali and wedding season.
Keeping in mind the current season, we have matched the colors of Autumn Winter with the fun and festive – Reds, Maroons, Rusts are the favorite colors of the coming season. We have introduced pastels to ease the mood.