In a market where fashion trends change almost overnight, staying relevant requires more than just offering beautiful products. It requires understanding how customers discover, shop for, and engage with fashion. This was the vision behind Sudathi, an ethnic fashion brand founded by three cousins from Surat, Gujarat, Hiren Lathiya, Viren Lathiya, and Darshan Lathiya. Established in September 2023, Sudathi was created to bring a fresh and modern approach to ethnic fashion in India.
Join the Conversation – Live on YouTube
Coming from one of the country’s largest textile hubs, the founders had a deep understanding of fabrics, craftsmanship, and consumer preferences. They saw that today’s shoppers wanted more variety, faster fashion updates, better value, and a seamless digital experience. Instead of following traditional retail models, they built Sudathi around the changing habits of modern Indian consumers.
From day one, fashion has been at the center of everything the company does. The brand focuses on offering a constantly evolving collection of sarees and ethnic wear that reflects the latest trends, seasonal preferences, and customer interests. Whether it is daily wear, office wear, festive outfits, wedding attire, or party collections, Sudathi aims to provide something for every occasion and every style preference.
One of the brand’s most distinctive initiatives is Saree Saturday, where more than 100 new sarees are introduced every week. This commitment to constant newness keeps the shopping experience exciting and ensures customers always have fresh styles to explore. It also allows the company to respond quickly to changing fashion trends across different regions of India.
The founders believe that ethnic fashion is no longer reserved only for weddings and festivals. Today’s consumers wear ethnic outfits to work, family gatherings, celebrations, and everyday outings. Recognizing this shift, Sudathi has built a diverse portfolio that includes sarees, ready-to-wear styles, kurtas, blouses, and other ethnic fashion essentials designed for modern lifestyles.
The brand’s name also carries a deeper meaning. Derived from Sanskrit, Sudathi means “a virtuous and beautiful woman.” The founders chose the name to celebrate the diverse personalities, choices, and styles of women across India. Rather than defining a single fashion identity, the brand embraces individuality and encourages women to express themselves through clothing.
A major milestone in Sudathi’s journey came when the founders appeared on Shark Tank India Season 4. Their pitch showcased the brand’s growth story, customer-focused approach, and vision for the future of ethnic fashion. The startup secured a ₹1 crore deal from Anupam Mittal, Peyush Bansal, and Aman Gupta, a moment that significantly strengthened confidence in the company’s long-term potential.
Today, Sudathi serves customers across India through its website, mobile app, and leading quick-commerce platforms. While the company is still young, its ambition is clear. The founders aim to make Sudathi one of India’s most preferred destinations for ethnic fashion, a place where customers come not only to shop but also to discover what is new, trending, and inspiring. By combining fashion, technology, and customer understanding, the three cousins from Surat are building a brand that is reshaping the future of ethnic wear in India.
