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From humble e-commerce beginnings to a thriving retail presence, SHREE has become a prominent name in ethnic wear. Sheetal Kapoor, Co-Founder, SHREE shares insights on her entrepreneurial journey, the brand's evolution & what lies ahead.
- Tell us a bit about your entrepreneurial/professional journey.
My journey has always been anchored in a love for Indian craftsmanship and a desire to make ethnic wear more accessible, relevant, and empowering. Along with my husband, Sandeep Kapoor, I co-founded SHREE in 2009. I brought in the creative vision, while he brought strategic expertise. Together, we transformed a modest e-commerce idea into one of India’s leading ethnic wear brands. Every challenge along the way shaped us—and SHREE—into what it is today. - When and how did SHREE start? How has the experience been so far?
SHREE began in 2009 as a digital-first brand with a mission to offer elegant, everyday ethnic wear to Indian women. At the time, the market lacked structure and reliable quality. We wanted to bridge that gap by combining comfort, consistency, and cultural aesthetics. Today, with over 140 stores across India, the UAE, and Saudi Arabia, our journey has been deeply rewarding—full of learning, growth, and purpose. - What sets SHREE apart from other ethnic wear brands in the market?
The soul of every SHREE creation begins with the fabric itself. Unlike many fast-fashion brands, we start by creating our own textiles using the purest natural fibers. Our fabrics are thoughtfully woven, eco-consciously dyed, and designed to be both durable and comfortable. A large part of our production is in-house, allowing us to oversee every step—from yarn to finished garment—ensuring quality, sustainability, and consistency. Each piece is made to honor a woman’s everyday grace and comfort. - When did the brand start franchising? How has that journey been?
We began franchising a few years ago as part of our organic growth strategy. It’s allowed us to expand our footprint while partnering with local entrepreneurs who understand their markets. The response has been fantastic, reaffirming our belief in SHREE’s universal appeal. - What is your management mantra?
I lead with respect, flexibility, and open communication. When people feel valued, they contribute with greater passion. At SHREE, our culture promotes transparency, personal growth, and well-being—whether for our employees or partners. - What are SHREE’s expansion plans for FY26?
We’re aiming for 500 stores across India and 50 international outlets by FY28. Our focus is on Tier II and Tier III cities in India, while also strengthening our global presence in markets like the USA, UK, Canada, Australia, and Mauritius. - Where do you see the brand five years from now?
I envision SHREE as a globally recognized name in ethnic wear—blending Indian heritage with modern design sensibilities. Our goal is to become a go-to brand in diaspora-rich regions and remain agile through digital-first strategies. - How has the ethnic apparel market evolved in the past five years?
Ethnic fashion has moved beyond festive occasions to become part of everyday wear. Women now look for comfort, versatility, and authenticity. There’s a rising demand for fusion silhouettes and sustainable, quality-driven clothing. - How do you see the market evolving in the next five years?
The future is digital and inclusive. We expect more tech-driven personalization, a stronger global appeal for Indian aesthetics, and increasing emphasis on sustainability and cultural relevance. - How has technology supported SHREE’s growth?
Technology has been foundational to SHREE’s journey. From internal operations to customer experience, we’ve built customized solutions to improve productivity, streamline supply chains, and enhance omnichannel engagement. It allows us to stay efficient, agile, and consistent. - How do you plan to cater to Tier II and Tier III markets?
These are key focus areas for us. We tailor our merchandise to local tastes and ensure availability through both company-owned and franchise outlets. Our aim is to blend regional relevance with SHREE’s core design ethos. - What are the top three trends in ethnic fashion today?
- Comfort-first, everyday ethnic wear
- Fusion of Indian silhouettes with global styles
- Rising demand for sustainable and ethical fashion
- How significant is the franchising model in this industry?
Franchising is pivotal—it enables fast yet sustainable growth. It fosters local trust through owner-led stores, which is especially valuable in ethnic fashion, where personal connection and community insight matter. - How does SHREE support its franchise partners?
We offer end-to-end support: from strategic location selection and store design to merchandise planning and marketing. We also provide staff training, tech integration, and ongoing operational support. Franchisees benefit from our strong brand recognition and efficient backend infrastructure. - What do you look for when choosing franchisees?
We look for partners who share our values and passion for ethnic fashion. Local market understanding, customer focus, and a long-term commitment to retail excellence are essential traits.
