Shichisōru, founded by Maitreyee Koli from Mumbai, is a creative collectibles brand that brings adorable, character-driven animals to life. What began as a leap of faith from the corporate IT world into the realm of art has blossomed into a magical universe of plushies, stickers, enamel pins, and keychains—all designed to spark joy, creativity, and a touch of magic in everyday life.
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At its heart, Shichisōru is more than merchandise—it’s a cat-inspired character universe rooted in themes of self-love and positivity. Each design carries a unique personality and story, making the brand resonate deeply with young adults who seek comfort, cuteness, and emotional connection in their collectibles.
The Founder – Maitreyee Koli
Maitreyee, affectionately known as Rey, is an IT engineer turned artist who chose passion over predictability. Her journey reflects courage and creativity—leaving behind the corporate grind to build a brand that celebrates imagination.
With Shichisōru, she channels her personal experiences of self-love and healing into character design, creating a universe where every plush or pin is more than an object—it’s a companion with a story. Today, she leads a small but mighty team of four, working tirelessly to craft original characters and heartwarming collectibles.
The Philosophy
Shichisōru’s design philosophy is simple yet powerful:
- Joyful storytelling – each character embodies emotions and narratives.
- Handcrafted love – products are made with care, ensuring originality.
- Community-driven creativity – every order, share, and kind message fuels the brand’s growth.
- Making the world cuter – one plush, one sticker, one pin at a time.
Recognition & Shark Tank India
Shichisōru’s journey reached a national stage with its appearance on Shark Tank India Season 5. Maitreyee pitched her brand with confidence, asking for ₹75 lakh in exchange for 5% equity, valuing the company at ₹15 crores.
The pitch sparked debate among the Sharks:
- Aman Gupta dismissed the idea as a fad.
- Namita Thapar questioned the recall value of the brand name.
- Anupam Mittal praised product quality but compared it to global collectible trends.
Despite criticism, Shaily Mehrotra saw potential in Shichisōru’s creative universe. She offered ₹35 lakh for 10% equity and ₹40 lakh debt at 10% interest, eventually finalizing the deal with a three-year debt tenure. This investment validated Maitreyee’s vision and gave Shichisōru the backing to expand into new avenues like birthday party themes, anime series, and broader merchandise lines.
Why Shichisōru Matters
In a market where collectibles often chase fleeting trends, Shichisōru stands out by anchoring its universe in authentic storytelling and emotional resonance. It’s not just about plush toys or pins—it’s about creating a safe, joyful space where self-love and creativity thrive.
For young adults in India, Shichisōru offers something rare: a character-driven brand that feels personal, magical, and deeply relatable.
Closing Thought
Shichisōru is more than a brand—it’s a dream stitched into reality. With Rey’s vision, Shaily Mehrotra’s support, and a growing community of fans, Shichisōru is poised to become India’s most beloved creative collectibles universe.
