Founders Behind the Brand and the Real Stories they Share: Ft. Ashima Batra, Founder of Dorabi and Aamili

In the age of the digital wave, everybody dives deep into an ocean of content. Whether you are a customer, a reel consumer, or a reel creator, you inevitably end up consuming content— sometimes to learn, sometimes to entertain. But amidst these ‘reels, ' there also are some real conversations that provide you with value, feel personal, and show real struggles. Some of the most powerful of these come from the founders of Homegrown brands, where they talk about the ‘behind-the-scenes’ of building their brand. While some experiences may be merry, some may stem from the darkest days they have faced. But no matter where they stem from, these experiences resonate and feel relevant, whether you are a budding entrepreneur, a loyal consumer, or even a curious critic. In this piece, we talk to Ashima Batra, the founder of Dorabi and Aamili, women's clothing brands from Gurgaon, about the stories behind her brands, which are not seen on the screen, until she does. 

Ashima’s journey started with a software engineer, which didn’t spark the passion in her as much as a business would. Quitting her job, she ventured into the entrepreneurial journey, but her first start-up didn’t succeed—it “failed miserably” by her own admission. But as we stay, every failure is a learning experience, and this setback provided Ashima with invaluable insights into what makes or breaks a brand. "In hindsight, I think that was the best thing that could have happened to me; it gave me so much perspective on what goes on behind building a fashion brand and what actually ruins it," she reflects.

This, in fact, helped start her second innings with Dorabi, a brand that deals in sustainable hand-dyed clothing. When founding Dorabi, Ashima applied first principles thinking, addressing the exact issues that tanked her previous venture. "We will not be keeping inventory because my last brand's inventory is what tanked it," she notes. Her ownership of manufacturing capabilities became a crucial advantage.

Interestingly, Aamili was "a happy accident." While Dorabi focused on hand-dyed clothing with intricate patterns, customers requested solid colours for office wear. Rather than diluting Dorabi's core aesthetic, she launched a second brand. "I didn't know that a brand is a beast in itself," Ashima admits, highlighting the challenge of managing two distinct labels.

The Raw and Real Approach

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While it’s easy to look at the bigger picture of running two brands simultaneously, it is equally important to understand the challenges that accompany it. When a brand is built, it's just not about sales, marketing and product distinction, it's about stories and struggles as well. Ashima's content series "Raw and Real" exemplifies the modern founder's approach to transparency. When asked why she shares her struggles so openly, she explains: "It's become more and more imperative in today's world to share your story. People aren't just buying merely products anymore, they're buying stories, they're buying you as a person." In a crowded marketplace, product differentiation only goes so far. "When you're building a brand, the brand centre needs to be you as a person," the founder points out.

Gaining Validation, Not Sharing Secrets

Unlike previous generations of entrepreneurs who guarded their business insights, new-age entrepreneurs take a different view: "I have a strong belief that 'nakal ke liye bhi akal chahiye' (even imitation requires intelligence)." She emphasises that execution is far more important than theory. The founder sees sharing not as giving away secrets but as gaining validation: "I'm not sharing my secrets. People are validating my thoughts for me. That gives me the confidence to trust my thoughts a little bit more."

But, sometimes, on becoming the face of the brand, the identity of the founder behind the brand can also be compromised. It’s very important to find the right balance between personal authenticity and brand representation. While she maintains her core values across both identities, she acknowledges adjustments in presentation: "The upper layer may look different when I'm speaking on behalf of my brand and when I'm speaking as an individual, as Ashima Batra. But the core values primarily remain the same." 

Ultimately, a founder's goal is to be as authentic as they can with their customers as well as with their team. This calls for a community-centred approach where you work in cohesion with all the stakeholders. As central to Dorabi's identity is its hand-crafted approach. The brand works with 65-70 women artisans, revitalising traditional techniques with modern interpretations. This community-centred approach has created opportunities for artisans whose jobs were being replaced. The growth from 10 to nearly 70 artisans demonstrates both the brand's expansion and its social impact.

From Startup to Values-Driven Brand

As her brands mature, Ashima has become more intentional about values alignment, particularly when collaborating with influencers. "Now, when I'm onboarding any creator, I need to make sure that person is true to those values," she explains. For Dorabi, these values centre on authenticity and self-expression: "The core philosophy is that I want whoever is wearing Dorabi to completely own that personality without thinking that they have to change, without thinking that they have to fit in some kind of mould."

Ashima's journey illustrates how modern founders are redefining brand building through transparency, community engagement, and values alignment. By sharing both successes and setbacks, these entrepreneurs create deeper connections with their audiences while building businesses that reflect their authentic selves.