Shobitam acquires ready-to-wear saree brand Isadoralife

08 August 2024, Mumbai

To strengthen ethnic fashion globally, D2C ethnic fashion brand Shobitam has acquired the ready-to-wear saree brand Isadoralife. The collaboration will pave the way for an upward growth trajectory in the fashion startup ecosystem in India.

AparnaThyagarajan, Co-founder and Chief Product Officer, Shobitam, says, the partnership between the two brandswill help enhance their position in the global ethnic fashion market. It will enable Shobitam leverage its established global presence and extensive distribution network to amplify Isadoralife's market reach.

Through this collaboration Shobitamwill also introduce a new category of innovative, easy-to-drape saree designs for consumers seeking both traditional and contemporary fashion elements. Besides, the partnership will help both the brands integrate traditional ethnic wear with modern design elements. Shobitam's robust online and offline presence will makeIsadoralife's ready-to-wear sarees more accessible to a broader audience, both in India and internationally.

Highlighting the timely nature of this partnership, NehaTandon Sharma, Founder and CEO, Isadoralife, notes, with sarees gaining popularity as both traditional and contemporary attire, Indian fashion is undergoing a significant transition.

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