Ethnic wear brand Shobitam acquires saree label IsadoraLife

Ethnic wear brand Shobitam has acquired saree label IsadoraLife to bolster its product offering and harness its own network to expand IsadoraLife globally. The move comes in response to seeing a growing demand for ready-to-wear sarees.

“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,” said Shobitam’s co-founder and chief product officer Aparna Thyagarajan, ET Retail reported.
 
Shobitam is a direct to customer brand founded by entrepreneurial sisters Aparna and Ambika Thyagarajan in Seattle, US in 2019, according to the brand’s website. Based across the US and India the label retails its selection of clothing and jewellery from its global e-commerce store.
 
“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,” said IsadoraLife’s founder and CEO Neha Tandon Sharma.
 
IsadoraLife offers over 1,000 styles of saree on its direct to customer website. The brand specialises in its ‘wrap in one minute’ saree and describes its offering as “India’s largest premium ready-to-wear saree collection”. Along with its sarees, the label also retails blouses and dresses, according to its website.